SCROLLING TO SOCIETY: UNRAVELLING GEN-Z IN THE DIGITAL AGE HOW DOES SOCIAL MEDIA AFFECT GEN-Z CUSTOMERS IN INDONESIA?

• Main Author: Josafat, Mikael
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77721
• Institution: Institut Teknologi Bandung

Gen-Z in Indonesia have been profoundly influenced by the increasing usage of social media. This age group is quite active on social media, using websites like Instagram, TikTok, and YouTube. Gen-Z buyers now rely on social media platforms and influencer recommendations for product research and evaluations, which has changed their purchase behavior. Companies that successfully interact with Gen-Z customers on social media might see an uptick in revenue, brand loyalty, and brand exposure. This report has the aim to explore the impact of social media regarding the purchasing behavior, social values, cultural values and the brand image from the Gen-Z customers in Indonesia. This study shed light on the function of social media influencers in influencing Indonesian Gen-Z consumers' perceptions of brands. Moreover, this report also finds that social media influencers have a big impact towards affecting or forming the brand image of a company towards people especially Gen-Z such as in Indonesia. Social media influencers have credible sources of information regarding the products among Gen-Z customers which will lead to many people of the modern customers to be easily influenced into buying products that are promoted by the influencers especially the big world-known influencers through their social media content such as product reviews, recommendations, and endorsements. Marketers can leverage social media influencers to efficiently market their goods and brands to Gen-Z customers.