Analisis Perilaku Konsumtif Gen-Z Melalui Peran Influencer dan E-commerce

This research investigates how much social media influencers and online shopping platforms contribute to the consumer habits of Gen Z, particularly through the lens of Maqashid Shariah. The study centered on students from SMAN 12 Maros as the representatives of the digitally active younger generation. The study was conducted from March to April 2025. Using a descriptive quantitative design, the study surveyed 80 students selected from a population of 420 using consecutive sampling, a non-probability sampling method, based on criteria such as age, social media activity, and e-commerce usage. Data were gathered via Likert-scale questionnaires and analyzed through multiple linear regression using SPSS 23. The results reveal that influencers significantly shape students’ consumer behavior, especially in the content exposure frequency, consumers’ trust in promotions, and its effect on their purchasing decisions. Likewise, e-commerce strongly influences behavior due to ease of access, varying products offered, and attractive deals. Simultaneously, both influencers and e-commerce positively drive students’ tendency to consume. However, within the Maqashid Shariah framework, this consumer behavior should be regulated to align with Islamic principles, which are the preservation of religion, soul, intellect, wealth, and progeny. The study concludes by highlighting the need to instill Islamic values-based consumption ethics among Gen Z to foster them to become spiritually and socially mindful and responsible consumers.