Investigation of The Impact of Digital Platforms on Gen Z Purchase Behaviour

Background: With the rise of digital platforms, especially social media, influencing Gen Z's purchase behavior has become a significant focus for marketers. Understanding how digital platforms impact Gen Z's purchasing decisions is crucial for developing effective marketing strategies. Aim: This study aims to investigate the impact of digital platforms on Gen Z's purchase behavior, particularly focusing on influencer marketing. It seeks to provide insights into Gen Z's perceptions and responses to influencer marketing on digital platforms. Methodology: An exploratory quantitative research approach was employed, utilizing a survey questionnaire to gather data from 150 Gen Z social media users. Simple random sampling and convenience sampling methods were used to select participants. The questionnaire included Likert-scale questions covering exposure and engagement with influencers, factors influencing purchase behavior (such as social media, influencer marketing, brand authenticity, and loyalty behavior), and demographic characteristics. Data analysis was conducted using descriptive statistics (frequencies, percentages, means, and medians) and inferential statistics (t-test) with the statistical software SPSS. Findings: The findings reveal significant insights into Gen Z's purchase behavior on digital platforms. Influencer marketing emerges as a key driver influencing their purchasing decisions. The study highlights the importance of factors such as social media engagement, brand authenticity, and loyalty behavior in shaping Gen Z's consumer preferences. Conclusion: This study highlights the importance of understanding Gen Z's behavior in the digital age. Marketers can leverage influencer marketing and emphasize brand authenticity to effectively target and engage Gen Z consumers.