Khoiriyah, Aisyah Mazro'atul (2026) Transformasi Pola Pengambilan Keputusan Pembelian Gen Z dalam Konteks Social Commerce pada Platform TikTok. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The development of social commerce has transformed the way consumers make purchase decisions. As a platform that integrates entertainment, social interaction, and shopping activities, TikTok enables consumers to discover products, evaluate information, and complete transactions within a single digital environment. This transformation indicates that the purchase decision-making process no longer fully follows the linear stages described in traditional consumer decision-making models. Although numerous studies have examined consumer purchasing behavior in social commerce, limited attention has been given to understanding how Generation Z forms purchase decisions through their shopping experiences on TikTok. Therefore, this study aims to analyze the purchase decision-making patterns of Generation Z within TikTok's social commerce environment and to explain the transformation of the decision-making process in comparison with the consumer decision-making model proposed by Kotler and Keller. This study employed a qualitative approach using a phenomenological method. Data were collected through in-depth interviews with twelve Generation Z informants aged 18–25 who had experience purchasing products through TikTok. The data were analyzed using the Miles and Huberman model, which consists of data reduction, data display, and conclusion drawing. The findings reveal that Generation Z's purchase decisions are formed through four primary considerations: personalized content, electronic word-of-mouth, value considerations, and self-reward as an emotional consideration. These considerations give rise to three distinct purchase decision-making patterns: the reactive pattern, the confirmative pattern, and the deliberative pattern, each reflecting different characteristics of consumers' decision-making processes. Furthermore, the study identifies a transformation in the purchase decision-making process compared with the traditional model, in which decision stages become more dynamic, do not always occur sequentially, and are shaped by the interaction of technological, informational, social, economic, and emotional considerations within the social commerce environment. These findings suggest that purchase decision-making on TikTok is a more flexible and contextual process than that described in traditional consumer decision-making models.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | aisyah mazro'atul khoiriyah | ||||||||
| Date Deposited: | 21 Jul 2026 04:32 | ||||||||
| Last Modified: | 21 Jul 2026 07:05 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56715 |
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