THE INFLUENCE OF SOCIAL MEDIA MARKETING ON THE PURCHASING DECISIONS OF GENERATION Z CONSUMERS

This researchlaims to investigate the influence of social media marketing on purchasing decisions of generationlZlconsumers. Generation Z, born between mid-1990 and 2010, has grown up in an environment influenced by technology and social media. Using qualitative descriptive methods to describe the impact of social media onldecisions Generation Z consumer purchases. Data was collected through an online survey involving Generation Z respondents who actively use social media as a source of information and means of purchasing. Thel research results show that social medial has al significant impactlon thelpurchasing decisions of Generation Z consumers. They tend to use social medial to search for information about productslby following influencers they like, and reading product reviews with high ratings. Content uploaded by brands and influencers can influence Generation Z consumers' perceptions of a product. Additionally, social media can create strong connections between brands and Generation Z consumers.