THE INFLUENCE OF SOCIAL COMMERCE MARKETING ON COMPULSIVE BUYING BEHAVIOR OF GENERATION-Z

• Main Author: Nurhaliza, Nayla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74688
• Institution: Institut Teknologi Bandung

Technological advancements have revolutionized shopping, offering convenience and easy access to information. E-Commerce and Social Commerce have transformed the way people shop through interactive platforms. However, some users on social commerce platforms exhibit impulsive buying behavior, making spontaneous purchases without much planning. It is important to differentiate impulsive buying from compulsive buying as they represent distinct phenomena. Compulsive buying involves an uncontrollable urge to make purchases, often triggered by negative emotions, causing personal distress. This research aims to investigate the influence of social commerce marketing strategies on the compulsive buying behavior of Generation Z. Surveys will be conducted among Generation Z individuals aged 15 to 24, with experience in using social commerce platforms. Data collected will be analysed using the Partial Least Squares (PLS) technique to gain meaningful insights. The findings suggest that social commerce marketing indirectly contributes to an increase in compulsive buying behavior among Generation Z consumers, indicating the potential of marketing strategies to trigger or worsen compulsive buying tendencies. To address this issue and mitigate the negative impact of social commerce, recommendations will focus on promoting mindfulness among Gen-Z consumers. Encouraging awareness of impulsive tendencies and critical evaluation of purchases, setting budgets, avoiding triggers, practicing delayed gratification, and seeking support from friends and family can help prevent and manage compulsive buying behavior. Limiting the influence of social media by reducing usage, unfollowing or muting accounts promoting impulsive buying, and finding alternative sources of entertainment can minimize impulsive purchasing decisions. Acquiring knowledge about marketing tactics empowers Gen-Z consumers to make informed choices and develop healthier shopping habits, resisting the allure of compulsive buying.