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.