Analysis of Generation Z Consumer Behavior in Online Purchases: Purchase Habits and Brand Preferences in the Digital Era

Yolanda Desti; Yozi Putri Sakinah; Nora Damayanti

doi:10.37034/jems.v8i1.286

Authors

Yolanda Desti Adzkia University
Yozi Putri Sakinah Adzkia University
Nora Damayanti Adzkia University

DOI:

https://doi.org/10.37034/jems.v8i1.286

Keywords:

Generation Z, Purchase Habits, Brand Preference, Digital Marketing, Customer Reviews

Abstract

This study explores the influence of Digital Information Access, Customer Reviews, and Digital Marketing on Purchase Habits and Brand Preference among Generation Z consumers in Indonesia’s online shopping environment. Using a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM), data were collected from 213 respondents aged 18 to 26 who actively shop online. The results indicate that all three independent variables significantly influence Purchase Habits, with Digital Marketing showing the strongest effect. However, only Customer Reviews and Digital Marketing significantly impact Brand Preference, while Digital Information Access does not. These findings suggest that habitual purchasing behavior is primarily driven by informational convenience, while brand preference formation is more influenced by emotional and social engagement. The study contributes theoretically by integrating cognitive and affective dimensions of digital consumer behavior and practically by offering insights into strategic digital marketing tailored to Generation Z. Recommendations for further research include exploring mediating factors such as trust or social identity and conducting cross-generational comparisons to enrich understanding of evolving consumer dynamics in digital ecosystems.

References

Rahmelina, L., Firdian, F., Maulana, I., Aisyah, H., & Na‘am, J. (2019). The effectiveness of the flipped classroom model using e-learning media in introduction to information technology course. International Journal of Emerging Technologies in Learning, 14(21), 148–162. https://doi.org/10.3991/ijet.v14i21.10426

Akram, U., Ansari, A. R., Fu, G., & Junaid, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102669. https://doi.org/10.1016/j.jretconser.2021.102669

Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058

Choi, E., & Sung, Y. (2018). Instagram versus Snapchat: Self-expression and privacy concern on social media. Telematics and Informatics, 35(8), 2289–2298. https://doi.org/10.1016/j.tele.2018.09.009

Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354. https://doi.org/10.1509/jmkr.43.3.345

Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude. Electronic Commerce Research and Applications, 7(3), 341–352. https://doi.org/10.1016/j.elerap.2007.05.004

Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retailing. Journal of Retailing and Consumer Services, 57, 102233. https://doi.org/10.1016/j.jretconser.2020.102233

Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions. Journal of Interactive Marketing, 26(4), 198–208. https://doi.org/10.1016/j.intmar.2011.11.004

Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM). International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075

Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in consumer engagement. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003

Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The role of marketer-generated content in customer engagement marketing. Journal of Marketing, 83(6), 21–42. https://doi.org/10.1177/0022242919873903

Nagaraj, S. (2021). Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model. Journal of Retailing and Consumer Services, 59, 102423. https://doi.org/10.1016/j.jretconser.2020.102423

Howard, M., Böhm, S., & Eatherley, D. (2022). Systems resilience and SME multilevel challenges: A place-based conceptualization of the circular economy. Journal of Business Research, 145, 760–777. https://doi.org/10.1016/j.jbusres.2022.03.014

Wu, X., Xiong, J., Li, H., & Wu, H. (2019). The myth of retail pricing policy for developing organic vegetable markets. Journal of retailing and consumer services, 51, 8-13. https://doi.org/10.1016/j.jretconser.2019.02.013

Sheth, J. N. (2020). Impact of COVID-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280–283. https://doi.org/10.1016/j.jbusres.2020.05.059

Taghikhah, F., Voinov, A., & Shukla, N. (2021). Shifts in consumer behavior towards organic products: Theory-driven data analytics. Journal of Retailing and Consumer Services, 61, 102516. https://doi.org/10.1016/j.jretconser.2021.102516

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003