Motivation and Consumers’ Attitudes Mediate The Effect of Social Media toward Purchase Decisions on Generation Z via Market Place
DOI:
https://doi.org/10.35877/454RI.qems4004Keywords:
Social Media, Purchase Decisions, Motivation, Consumers’ Attitudes, Market PlaceAbstract
The aim of this research work is to investigate the impact of motivations and attitudes towards social media on Generation?Z purchasing behavior in the marketplace. This research is about what affects people’s purchase and how social media can be used in?good ways in order to succeed as a marketer. The research method is?a quantitative with analytical tool SMART PLS. The respondents from Generation Z in Jabodetabek as many as?236. The path analysis?was used to assess the association of the variables studied. Influence on Purchase Decision The findings from the study reveal that social media has a direct as well as indirect impact on the consumer purchase?decision (via consumer motivation and attitude). It can be concluded, from the path coefficient value, that motivation has a very?significant effect on to purchasing decision (all hypotheses are accepted).
References
Adiyatma, M. F., & Trianasari, N. (2022). Pengaruh Ulasan Konsumen pada Media Sosial Twitter Terhadap Keputusan Pembelian di Shopee. ETNIK: Jurnal Ekonomi Dan Teknik, 1(9), 621–628.
Aini, F., Maulidiyah, R., & Hidayanto, M. F. (2022). Pengaruh gaya hidup dan sikap konsumen terhadap keputusan pembelian. Jurnal Manajemen, 14(1), 83–90.
Alkharabsheh, O. H. M., & Zhen, B. H. (2021). The Impact of Content Marketing, Social Media Marketing and Online Convenience on Consumer Buying Decision Process. CoMBInES-Conference on Management, Business, Innovation, Education and Social Sciences, 1(1), 1823–1834.
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.
Arafah, N. N., Kamila, M., Huang, C., & Fahlevi, R. (2022). Strategi Digital Marketing Menggunakan Media Sosial dan E-Commerce dalam Pengembangan Bisnis UMKM Yasmin’s Brownies. MANABIS: Jurnal Manajemen Dan Bisnis, 1(4), 259–271.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
Bouet, C. (2024). 5 Ways Consumer Behavior Is Changing With Gen-Zs. Forbes.Com. https://www.forbes.com/councils/forbestechcouncil/2024/05/20/5-ways-consumer-behavior-is-changing-with-gen-zs/
Bowo, F. A. (2024). Systematic literature review: Menyelami pengaruh media sosial terhadap perilaku konsumen di sektor usaha kecil. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 4(1), 909–921.
BUI, T. Q., NGUYEN, N.-T., NGUYEN, K. K., & TRAN, T.-T. (2021). Antecedents affecting purchase intention of green skincare products: A case study in Vietnam. The Journal of Asian Finance, Economics and Business, 8(3), 1295–1302.
Erdiansyah, E., Irfan, M. A., & Robyardi, E. (2024). Pengaruh Media Sosial dan Motivasi Konsumen Terhadap Keputusan Pembelian Produk Din’s Nusantara di Desa Tugumulyo Kecamatan Lempuing Kabupaten OKI. Jurnal Media Wahana Ekonomika, 20(4), 675–688.
Faryabi, M., Fesaghandis, K. S., & Saed, M. (2015). Brand name, sales promotion and consumers’ online purchase intention for cell-phone brands. International Journal of Marketing Studies, 7(1), 167.
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hapsari, A. Y., Sukandi, P., Dalimunthe, G. P., Lisdayanti, A., Sumadhinata, Y. E., & Nilasari, I. (2024). The impact of social media influencers on consumer behavior: A comparative analysis of generation Z and millennials life style. International Journal Of Humanities Education And Social Sciences, 3(5).
Hardiansyah, W., & Suryani, S. (2024). Pengaruh Sikap Konsumen dan Lifestyle Terhadap Kepuasan Pelanggan Coffeeshop Melalui Keputusan Pembelian pada Mahasiswa di Kota Pekanbaru. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(1), 177–192.
Hayes, A. F., & Coutts, J. J. (2020). Use omega rather than Cronbach’s alpha for estimating reliability. But…. Communication Methods and Measures, 14(1), 1–24.
Huda, A. N., & Hidayati, R. (2024). PENGARUH SIKAP KONSUMEN, DAN NORMA SUBJEKTIF TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN, DENGAN MINAT BELI ULANG SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Produk Herbalife di Kota Semarang). Diponegoro Journal of Management, 13(3).
Ikbal, I. (2022). Pengaruh Harga Dan Media Sosial Terhadap Keputusan Pembelian Dengan Motivasi Konsumen Sebagai Variabel Mediasi Pada Produk Fast Fashion Di Surabaya. PRAGMATIS, 3(1), 60–67.
Indriyani, R., & Suri, A. (2020). Pengaruh media sosial terhadap keputusan pembelian melalui motivasi konsumen pada produk fast fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34.
Khuong, M. N., & Duyen, H. T. M. (2016). Personal factors affecting consumer purchase decision towards men skin care products—A study in Ho Chi Minh city, Vietnam. International Journal of Trade, Economics and Finance, 7(2), 44–50.
Leon, F. M., Suryaputri, R. V, & Purnamaningrum, T. K. (2023). Metode penelitian kuantitatif: Manajemen, keuangan, dan akuntansi. Penerbit Salemba.
Pratminingsih, S. A., Astuty, E., & Mardiansyah, V. (2019). The influence of electronic word of mouth and brand image on buying decision.
Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130–134.
Rahmadayanti, T., & Murtadlo, K. (2020). Pengaruh Efektivitas Media Sosial, Daya Tarik, Harga Tiket, dan Fasilitas Pelayanan Wisata Terhadap Keputusan Berkunjung di Curug Goa Jalmo Kabupaten Pasuruan. MALIA: Jurnal Ekonomi Islam, 12(1), 125–136.
Regina, T. (2024). DAMPAK MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z. KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS, 13(1), 50–57.
Robbins, S. P., & Coulter, M. (2016). Manajemen, Jilid 1 Edisi 13. Jakarta: Erlangga.
Rönkkö, M., & Cho, E. (2022). An updated guideline for assessing discriminant validity. Organizational Research Methods, 25(1), 6–14.
Sari, P. N. (2024). Pengaruh Kualitas Produk, Motivasi dan Sikap Konsumen Terhadap Keputusan Pembelian Generasi Milenial Pengguna Marketplace Lazada. Indonesian Journal of Multidisciplinary on Social and Technology, 2(3), 1–5.
Setiadi, N. J., & Se, M. M. (2019). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen Edisi Ketiga (Vol. 3). Prenada Media.
Shadrina, R. N., & Yoestini, Y. (2022). Analisis pengaruh content marketing, influencer, dan media sosial terhadap keputusan pembelian konsumen (Studi pada pengguna Instagram dan Tiktok di Kota Magelang). Diponegoro Journal of Management, 11(2).
Singh, S., Chaubey, D. S., Raj, R., Kumar, V., Paliwal, M., & Mahlawat, S. (2024). Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling. Marketing Intelligence & Planning.
Sujarweni, V. W., & Utami, L. R. (2019). The master book of SPSS. Anak Hebat Indonesia.
Sujatmiko, F. D. I., & Aditya, A. (2024). Assessing the Determinants of Students’ Intentions to Enroll in Higher Education: The Impact of Social Media, University Image, E-WOM, and Tuition Fees. Jurnal Teknologi Dan Manajemen Informatika, 10(2), 110–122.
Sumargo, B. (2020). Teknik sampling. Unj press.
Sungkawati, E., Meliantari, D., Egim, A. S., & Mulyana, M. (2022). Perilaku Konsumen (Suatu Pengantar).
Susilo, H. H. R., & Yoestini, Y. (2024). Pengaruh Harga, Kualitas Produk, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Makanan Melalui Media Sosial (Studi pada Konsumen Naturicha Juice di Kabupaten Cilacap). Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(3), 1930–1953.
Syihab, B. H., Hakimi, A. Q., & Jihadi, M. (2023). Dampak Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Pakaian Kaos. JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 6(2), 668–675.
Tajuddien, R., & Praditya, A. (2022). Pengaruh Sosial Media Terhadap Perilaku Konsumtif Mahasiswa Di Online Marketplace. Jurnal Arastirma, 2(2), 180–190.
Tapada, V. J., Massie, J. D. D., & Tielung, M. V. J. (2023). Pengaruh Penggunaan Media Sosial Dan Perilaku Konsumen Terhadap Keputusan Pembelian Barang Online (Studi Pada Konsumen Bag Store Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 1222–1232.
Viora, P., & Suyanto, A. M. A. (2020). Keputusan Pembelian Berdasarkan Persepsi, Motivasi, Dan Sikap Pada Marketplace. Jurnal Riset Bisnis Dan Manajemen, 13(1), 16–22.
Yudha P, I. B. (2024). Pengaruh Penggunaan Media Sosial dan Ewom, Terhadap Kepercayaan dan Keputusan Pembelian Pelanggan (Studi pada J. Co Donuts & Coffee di Yogyakarta). Universitas Islam Indonesia.
Yussof, F. M., Harun, A., Norizan, N. S., Durani, N., Jamil, I., & Salleh, S. M. (2018). Retracted: The influence of social media consumption on Gen Z consumers’ attitude. Journal of Fundamental and Applied Sciences, 10(6S), 1288–1299.
Aini, F., Maulidiyah, R., & Hidayanto, M. F. (2022). Pengaruh gaya hidup dan sikap konsumen terhadap keputusan pembelian. Jurnal Manajemen, 14(1), 83–90.
Alkharabsheh, O. H. M., & Zhen, B. H. (2021). The Impact of Content Marketing, Social Media Marketing and Online Convenience on Consumer Buying Decision Process. CoMBInES-Conference on Management, Business, Innovation, Education and Social Sciences, 1(1), 1823–1834.
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.
Arafah, N. N., Kamila, M., Huang, C., & Fahlevi, R. (2022). Strategi Digital Marketing Menggunakan Media Sosial dan E-Commerce dalam Pengembangan Bisnis UMKM Yasmin’s Brownies. MANABIS: Jurnal Manajemen Dan Bisnis, 1(4), 259–271.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
Bouet, C. (2024). 5 Ways Consumer Behavior Is Changing With Gen-Zs. Forbes.Com. https://www.forbes.com/councils/forbestechcouncil/2024/05/20/5-ways-consumer-behavior-is-changing-with-gen-zs/
Bowo, F. A. (2024). Systematic literature review: Menyelami pengaruh media sosial terhadap perilaku konsumen di sektor usaha kecil. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 4(1), 909–921.
BUI, T. Q., NGUYEN, N.-T., NGUYEN, K. K., & TRAN, T.-T. (2021). Antecedents affecting purchase intention of green skincare products: A case study in Vietnam. The Journal of Asian Finance, Economics and Business, 8(3), 1295–1302.
Erdiansyah, E., Irfan, M. A., & Robyardi, E. (2024). Pengaruh Media Sosial dan Motivasi Konsumen Terhadap Keputusan Pembelian Produk Din’s Nusantara di Desa Tugumulyo Kecamatan Lempuing Kabupaten OKI. Jurnal Media Wahana Ekonomika, 20(4), 675–688.
Faryabi, M., Fesaghandis, K. S., & Saed, M. (2015). Brand name, sales promotion and consumers’ online purchase intention for cell-phone brands. International Journal of Marketing Studies, 7(1), 167.
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hapsari, A. Y., Sukandi, P., Dalimunthe, G. P., Lisdayanti, A., Sumadhinata, Y. E., & Nilasari, I. (2024). The impact of social media influencers on consumer behavior: A comparative analysis of generation Z and millennials life style. International Journal Of Humanities Education And Social Sciences, 3(5).
Hardiansyah, W., & Suryani, S. (2024). Pengaruh Sikap Konsumen dan Lifestyle Terhadap Kepuasan Pelanggan Coffeeshop Melalui Keputusan Pembelian pada Mahasiswa di Kota Pekanbaru. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(1), 177–192.
Hayes, A. F., & Coutts, J. J. (2020). Use omega rather than Cronbach’s alpha for estimating reliability. But…. Communication Methods and Measures, 14(1), 1–24.
Huda, A. N., & Hidayati, R. (2024). PENGARUH SIKAP KONSUMEN, DAN NORMA SUBJEKTIF TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN, DENGAN MINAT BELI ULANG SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Produk Herbalife di Kota Semarang). Diponegoro Journal of Management, 13(3).
Ikbal, I. (2022). Pengaruh Harga Dan Media Sosial Terhadap Keputusan Pembelian Dengan Motivasi Konsumen Sebagai Variabel Mediasi Pada Produk Fast Fashion Di Surabaya. PRAGMATIS, 3(1), 60–67.
Indriyani, R., & Suri, A. (2020). Pengaruh media sosial terhadap keputusan pembelian melalui motivasi konsumen pada produk fast fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34.
Khuong, M. N., & Duyen, H. T. M. (2016). Personal factors affecting consumer purchase decision towards men skin care products—A study in Ho Chi Minh city, Vietnam. International Journal of Trade, Economics and Finance, 7(2), 44–50.
Leon, F. M., Suryaputri, R. V, & Purnamaningrum, T. K. (2023). Metode penelitian kuantitatif: Manajemen, keuangan, dan akuntansi. Penerbit Salemba.
Pratminingsih, S. A., Astuty, E., & Mardiansyah, V. (2019). The influence of electronic word of mouth and brand image on buying decision.
Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130–134.
Rahmadayanti, T., & Murtadlo, K. (2020). Pengaruh Efektivitas Media Sosial, Daya Tarik, Harga Tiket, dan Fasilitas Pelayanan Wisata Terhadap Keputusan Berkunjung di Curug Goa Jalmo Kabupaten Pasuruan. MALIA: Jurnal Ekonomi Islam, 12(1), 125–136.
Regina, T. (2024). DAMPAK MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z. KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS, 13(1), 50–57.
Robbins, S. P., & Coulter, M. (2016). Manajemen, Jilid 1 Edisi 13. Jakarta: Erlangga.
Rönkkö, M., & Cho, E. (2022). An updated guideline for assessing discriminant validity. Organizational Research Methods, 25(1), 6–14.
Sari, P. N. (2024). Pengaruh Kualitas Produk, Motivasi dan Sikap Konsumen Terhadap Keputusan Pembelian Generasi Milenial Pengguna Marketplace Lazada. Indonesian Journal of Multidisciplinary on Social and Technology, 2(3), 1–5.
Setiadi, N. J., & Se, M. M. (2019). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen Edisi Ketiga (Vol. 3). Prenada Media.
Shadrina, R. N., & Yoestini, Y. (2022). Analisis pengaruh content marketing, influencer, dan media sosial terhadap keputusan pembelian konsumen (Studi pada pengguna Instagram dan Tiktok di Kota Magelang). Diponegoro Journal of Management, 11(2).
Singh, S., Chaubey, D. S., Raj, R., Kumar, V., Paliwal, M., & Mahlawat, S. (2024). Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling. Marketing Intelligence & Planning.
Sujarweni, V. W., & Utami, L. R. (2019). The master book of SPSS. Anak Hebat Indonesia.
Sujatmiko, F. D. I., & Aditya, A. (2024). Assessing the Determinants of Students’ Intentions to Enroll in Higher Education: The Impact of Social Media, University Image, E-WOM, and Tuition Fees. Jurnal Teknologi Dan Manajemen Informatika, 10(2), 110–122.
Sumargo, B. (2020). Teknik sampling. Unj press.
Sungkawati, E., Meliantari, D., Egim, A. S., & Mulyana, M. (2022). Perilaku Konsumen (Suatu Pengantar).
Susilo, H. H. R., & Yoestini, Y. (2024). Pengaruh Harga, Kualitas Produk, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Makanan Melalui Media Sosial (Studi pada Konsumen Naturicha Juice di Kabupaten Cilacap). Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 18(3), 1930–1953.
Syihab, B. H., Hakimi, A. Q., & Jihadi, M. (2023). Dampak Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Pakaian Kaos. JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 6(2), 668–675.
Tajuddien, R., & Praditya, A. (2022). Pengaruh Sosial Media Terhadap Perilaku Konsumtif Mahasiswa Di Online Marketplace. Jurnal Arastirma, 2(2), 180–190.
Tapada, V. J., Massie, J. D. D., & Tielung, M. V. J. (2023). Pengaruh Penggunaan Media Sosial Dan Perilaku Konsumen Terhadap Keputusan Pembelian Barang Online (Studi Pada Konsumen Bag Store Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 1222–1232.
Viora, P., & Suyanto, A. M. A. (2020). Keputusan Pembelian Berdasarkan Persepsi, Motivasi, Dan Sikap Pada Marketplace. Jurnal Riset Bisnis Dan Manajemen, 13(1), 16–22.
Yudha P, I. B. (2024). Pengaruh Penggunaan Media Sosial dan Ewom, Terhadap Kepercayaan dan Keputusan Pembelian Pelanggan (Studi pada J. Co Donuts & Coffee di Yogyakarta). Universitas Islam Indonesia.
Yussof, F. M., Harun, A., Norizan, N. S., Durani, N., Jamil, I., & Salleh, S. M. (2018). Retracted: The influence of social media consumption on Gen Z consumers’ attitude. Journal of Fundamental and Applied Sciences, 10(6S), 1288–1299.
Downloads
Published
2025-08-31
How to Cite
Widiawati, K., Wiladiyah, L., & Winata, S. D. (2025). Motivation and Consumers’ Attitudes Mediate The Effect of Social Media toward Purchase Decisions on Generation Z via Market Place . Quantitative Economics and Management Studies, 6(4), 592–603. https://doi.org/10.35877/454RI.qems4004
Issue
Section
Articles
