Nurul Haeriyah Ridwan, Chalid Imran Musa, M. Ikhwan Maulana Haeruddin
This paper explores the decision-making behavior of Generation Z in online purchasing, focusing on the factors influencing their buying choices, the role of social media and influencer marketing, and the broader implications for e-commerce strategies. Generation Z, known for its tech savings and deep integration with digital platforms, significantly shapes modern consumer behavior. Their decision-making process is heavily influenced by peer recommendations, social media interactions, and the rise of influencer marketing, which have become central to their trust-building and preference formation in e-commerce. Unlike older generations, Gen Z’s values authenticity, social responsibility, and personalized experiences, prioritizing brands that align with their values. Furthermore, their demand for sustainability in purchasing decisions emphasizes a shift toward environmentally conscious consumption. This paper highlights the implications of these trends for the development of personalized, value-driven marketing strategies in the e-commerce sector. Brands must integrate sustainability, transparency, and tailored shopping experiences to meet the expectations of Gen Z consumers. These findings suggest that adapting to the preferences and expectations of this generation is crucial for businesses to remain competitive and foster long-term consumer loyalty. To support these findings, this study follows the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines to improve the quality of systematic literature reviews (SLRs). We developed keywords, conducted database searches, and cleaned and sorted the data. Key drivers identified include social proof, personalised marketing, sustainability, emotional engagement, and gamification. The study also integrates theoretical frameworks such as the technology acceptance model (TAM) and theory of planned behavior (TPB), to provide structured insights into Gen Z's cognitive and behavioral tendencies. As Gen Z becomes an increasingly dominant consumer group, it is imperative to understand their unique online purchasing behaviour in order to formulate marketing strategies that align with their needs and values. © 2025, Malque Publishing. All rights reserved.
Universitas Negeri Makassar, Postgraduate of Economic Education, Makassar, Indonesia; Universitas Negeri Makassar, Department of Management, Makassar, Indonesia
