Faktor yang mempengaruhi keputusan pembelian gen Z di e-Commerce
Abstract
Generation Z represents a dominant segment of digital consumers in Indonesia’s e-commerce market; understanding the factors that influence their purchasing decisions is essential for marketing strategies and platform design. Objective: To map and synthesize evidence from Indonesian studies on the factors influencing Gen Z’s purchasing decisions on e-commerce platforms. Method: A scoping review was conducted using national journal databases and institutional repositories (primary studies in Indonesian/English) with a publication range up to 2025; studies were selected using inclusion criteria focusing on Gen Z and the e-commerce context. Results: The thematic analysis identified several clusters of key factors: (1) e-trust and digital service quality (e-service quality) — platform trust and service quality strongly influence purchasing decisions; (Pratama et al., 2024) (2) perceived ease of use and transaction convenience, which facilitate the buying process; (Afifatuzzahra, index.php, 2025) (3) digital marketing, brand awareness, promotions, and price, which trigger attention and purchase intention; (Chrestien et al., n.d.) (4) social proof/user reviews and psychological factors (impulse buying), which frequently drive spontaneous purchases among Gen Z; (Komariyah, 2025) Implications: The findings highlight the need for a combination of enhanced trust and technical service, personalized marketing strategies, and review management to optimize Gen Z conversion. Limitations: Variations in study methods and platform-specific focuses indicate the need for further comparative quantitative research.
Downloads
References
Agustina, W. (2025). Pendahuluan digital marketing. http://repository.uin-malang.ac.id/24549/
Amanda, S. & Widiya Avianti. (2024). DIGITAL PAYMENT AND BRAND IMAGE INFLUENCE CONSUMERS’ PURCHASING DECISIONS IN THE FOOD SECTOR. Journal of Economic Empowerment Strategy (JEES), 7(2). https://doi.org/10.23969/jees.v7i2.17051
Ariq Athallah & Hardiana Widyastuti. (2024). The Determinants of Price, Product Quality, Promotion, and Brand Awareness on Purchase Intention for Nusakita Cooking Oil in Jabodetabek. Management Analysis Journal, 13(4), 487–498. https://doi.org/10.15294/maj.v13i4.18511
Aulia, T., & Ronny, R. (2024). Analisis Pengaruh Kepercayaan, Keamanan, dan Kualitas yang Dirasakan terhadap Keputusan Pembelian Produk di Aplikasi Shopee. Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 9(2), 262–273. https://doi.org/10.36636/dialektika.v9i2.3944
Ayuni, R. F. (2019). THE ONLINE SHOPPING HABITS AND E-LOYALTY OF GEN Z AS NATIVES IN THE DIGITAL ERA. Journal of Indonesian Economy and Business, 34(2), 168. https://doi.org/10.22146/jieb.39848
Firlyana, M. R., & Shiratina, A. (2024). ANALISIS KEPUTUSAN PEMBELIAN PADA GEN Z TERHADAP DISKON, PROMOSI, DAN KEPERCAYAAN KONSUMEN DI MARKETPLACE SHOPEE. Manis: Jurnal Manajemen Dan Bisnis, 8(1), 1–11. https://doi.org/10.30598/manis.8.1.1-11
Herniati, N. P. (2025). Uncovering Gen Z Indonesia’s Impulse Shopping Behaviour on E- Commerce Tiktok Shop. The Manager Review, 7(1), 31–62. https://doi.org/10.33369/tmr.v7i1.41292
Purwanto, D., Fauzan, R., Afifah, N., & Juniwati, J. (2025). PENGARUH SOSIAL MEDIA MARKETING DAN CROSS CULTURAL MARKETING TERHADAP IMPULSIF BUYING DI KALANGAN GEN Z PADA SEGMEN FAST FASHION DENGAN TINGKAT HEDONISME SEBAGAI VARIABEL MEDIASI. Jurnal Bisnis Dan Kewirausahaan, 14(1), 60–74. https://doi.org/10.37476/jbk.v14i1.4943
Ramdani, R., Putri Amalia Wardi, Arwin Yafi Rahmatullah, & Stevany, S. H. D. (2025). Gaya Hidup Gen Z Terhadap Keputusan Pembelian Apparel Lokal Di E-Commerce. PESHUM : Jurnal Pendidikan, Sosial Dan Humaniora, 4(4), 6605–6616. https://doi.org/10.56799/peshum.v4i4.9582
Rohma, A., & Meitriana, M. A. (2024). Pengaruh Lifestyle, Discount, dan Promosi Gratis Ongkos Kirim terhadap Perilaku Impulse Buying Konsumen E-Commerce pada Mahasiswa Universitas Pendidikan Ganesha. Ekuitas: Jurnal Pendidikan Ekonomi, 12(2), 243–249. https://doi.org/10.23887/ekuitas.v12i2.81924
Rozi, M. F. (2015). Optimalisasi peran sosial media terhadap pengetahuan konsumen pada Industri Kaos Malangan di Kotamadya Malang. Research Report. Fakultas Ekonomi UIN Maulana Malik Ibrahim Malang,. http://repository.uin-malang.ac.id/3628/
Supriyadi, A. P. (2024). Dekonstruksi hukum social commerce Indonesia: Perspektif demokrasi ekonomi di era digitalisasi. Jurnal Penelitian Hukum De Jure. http://repository.uin-malang.ac.id/21048/
Suryani, D., & Burhan, A. (2025). INTERPRETASI PENGARUH HARGA, PROMOSI, KEMUDAHAAN PENGGUNAAN DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN ONLINE FOOD DELIVERY KARYAWAN GEN Z WILAYAH JAKARTA BARAT: (STUDI KASUS: GOFOOD, GRABFOOD DAN SHOPEEFOOD). Jurnal Maneksi, 14(2), 923–936. https://doi.org/10.31959/jm.v14i2.3141
Copyright (c) 2025 Nafil Tamaamul Ummah
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
