The Effect of Social Media, Marketing Communication, and Customer Reviews on Purchasing Decisions in E-Commerce among Generation Z Students in Medan City
Abstract
E-commerce purchasing behavior among Generation Z warrants serious scholarly attention — this cohort constitutes the largest segment of active digital users whose decision-making processes are shaped in ways older consumer models do not adequately capture. This study examined the influence of social media, marketing communications, and customer reviews on e-commerce purchasing decisions in Medan City, focusing on Generation Z students at several private universities. A quantitative survey design was employed, with data collected via structured questionnaires distributed to 100 respondents and analyzed using SPSS 26, encompassing validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficient of determination. Each independent variable returned a positive and statistically significant effect on purchasing decisions. The simultaneous test confirmed that the three variables together exert a positive and significant influence on e-commerce purchasing decisions in Medan City. The Adjusted R Square of 0.417 indicates that 41.7% of the variance is accounted for by the model; the remaining 58.3% reflects variables outside the model's scope, including on-time delivery and discount practices.
Article Discovery & Scholarly Lookup
DOIAuthor Biographies
Department of Management, Sekolah Tinggi Ilmu Ekonomi Professional Manajemen College Indonesia, Medan City, North Sumatra Province, Indonesia
Department of Development Economics, STIE Bakti Bangsa, Pamekasan Regency, East Java Province, Indonesia
Department of Master of Management, Faculty of Economics and Business, Universitas Abdul Azis Lamadjido, Palu City, Central Sulawesi Province, Indonesia
Department of Master of Management, Faculty of Economics and Business, Universitas Tamansiswa Padang, Padang City, West Sumatra Province, Indonesia
Department of Management, Faculty of Economics and Business, Universitas Informatika dan Bisnis Indonesia, Bandung City, West Java Province, Indonesia
How to Cite
License & Copyright
This work is licensed under a Creative Commons Attribution 4.0 International License.
This is an open-access journal. All articles are distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Creative Commons Attribution 4.0 International (CC BY 4.0)Under this license, you are free to:
- Share: copy, distribute, and transmit the work in any medium or format.
- Adapt: remix, transform, and build upon the work for any purpose, even commercially.
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
Copyright and Retention Copyright & Retention Authors retain copyright without restrictions and grant this journal the right of first publication under an open-access model. The journal retains non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.References
Total: 32 References- Ana, N., Rijal, S., Mustari, M., Dinar, M., & Hasan, M. (2021). Pengaruh komunikasi pemasaran dan price discount terhadap pengambilan keputusan pembelian produk Oriflame. Business and Accounting Education Journal, 2(3), 260–267. https://doi.org/10.15294/baej.v2i3.55830
- Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10.
- Azka, M. I., & Astuti, S. R. T. (2023). Analisis pengaruh kualitas produk, kualitas layanan, promosi, harga dan penggunaan qris (quick response code indonesian standard) terhadap keputusan pembelian mahasiswa pada coffee shop embun senja. Diponegoro Journal of Management, 12(6), 1–11.
- Banjarnahor, H. M., Siagian, N., & Sinaga, K. (2025). Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Di Era Digital Pada Universitas HKBP Nommensen Medan. Warta Dharmawangsa, 19(3), 1692-1702. https://doi.org/10.46576/wdw.v19i3.7512.
- Deanah, N., vandayuli Riorini, S., & Maidita, R. (2026). Pengaruh Ulasan Pelanggan di Media Sosial terhadap Keputusan Pembelian Generasi Z. Al-Zayn: Jurnal Ilmu Sosial & Hukum, 4(1), 1882-1889. https://doi.org/10.61104/alz.v4i1.3389.
Similar Articles
Explore related articles published in this journal.