Marketing Activities and Consumer Behavior Shifting of Generation Z in the Social Media Marketing Era

Abstract

The changes in marketing activities on social media are increasingly diverse, adjusting to changes in user behavior. The generation Z that dominates social media tends to be less boring and more creative than older generations. This shows the need for interpersonal communication from consumers needs to be improved, such as the features available on social media platforms that persuade direct feedback from other users. This phenomenon shows that the use of social media is an important part of improving marketing strategies via online, especially social media platforms. Social media marketing is the process of getting people's attention to engage with the content presented. Digital marketing activities on social media platforms consist of: entertainment, interaction, trend phenomena, adjustments, and word of mouth activities. Social media activities of generation Z indicate different treatments of shopping activities. Generation Z is considered to tend to choose time that is fast, more interactive and sensitive to information on social media. Important things that need to be considered by business actors regarding changes in consumer behavior of generation Z include: brand image, buyer perceived risk, attitudes towards product, buying intention and post purchase satisfaction. The research method used is a quantitative approach, with a questionnaire as a research instrument. Based on the results of the hypothesis testing, it can be concluded that social media activity has the greatest influence on behavior with respect to the product offered; next is perception of brand image and purchase intent behavior. The lowest level of social media activity influences post-purchase behavior, and above it, the perceived risk of a purchase is affected.