The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia

Authors

  • Erwin Erwin STIE Ciputra Makassar
  • Siska Jeanete Saununu Universitas Pattimura
  • Arief Yanto Rukmana Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.58812/wsis.v1i10.317

Keywords:

Social Media, Consumer Behavior, Gen Z, Indonesia

Abstract

Through a quantitative approach, this study examines how social media influencers affect Indonesian Generation Z consumer behavior. A heterogeneous group of 450 participants, ranging in age from 16 to 24, was involved, reflecting a range of genders, socioeconomic backgrounds, and geographic locations. The results show that social media influencers have a big influence on people's decisions to buy, as 85% of participants acknowledged. The majority platform, Instagram, accounted for 75% of the total, with individuals using social media for two hours a day on average. The most popular content categories (65%) were product and lifestyle reviews, highlighting the significance of authenticity. Transparency (72.5%) and authenticity (67.5%) were important trust-building qualities; on the other hand, inconsistent brand endorsements (30%) and a lack of financial transparency (22.5%) eroded confidence. Sponsored material worked very well (80%), and 60 percent of users preferred partnerships that were authentic. Strong positive correlations between sponsored content, consumer behavior, and influencer engagement were found via regression analysis (R-squared = 0.754). The findings offer significant perspectives for marketers seeking to maneuver through the impactful terrain of Generation Z in Indonesia.

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Published

2023-10-30

How to Cite

Erwin, E., Saununu, S. J., & Rukmana, A. Y. (2023). The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia. West Science Interdisciplinary Studies, 1(10), 1040–1050. https://doi.org/10.58812/wsis.v1i10.317

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Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies

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Articles

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Copyright (c) 2023 Erwin Erwin, Siska Jeanete Saununu, Arief Yanto Rukmana

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