The Role of Social Media in Influencing Online Purchase Decisions Among Generation Z in Melaka

Abstract

This study examines the influence of social media on online purchase decisions among Generation Z in Melaka, Malaysia. With the rapid growth of social media as a marketing platform, businesses increasingly rely on influencer engagement, User-Generated Content (UGC), and social media platform features to influence consumers' purchasing behavior. This study aims to analyze the effect of social media influencer engagement, UGC, and the implementation of social media platforms such as Facebook, TikTok, and Instagram on online purchase decisions and purchase intention among Generation Z in Melaka. A quantitative research approach was employed using a structured questionnaire distributed to Generation Z in Melaka. A total of 349 valid responses were collected and analyzed. Descriptive and inferential statistical analyses, including correlation and multiple regression techniques, were conducted using the Statistical Package for the Social Sciences (SPSS) software to examine the relationships between the study variables. The findings indicate that social media influencer engagement and User-Generated Content (UGC) have a significant positive influence on online purchase decisions among Generation Z in Melaka. Although social media platforms contribute to higher customer engagement, their direct impact on purchase intention is comparatively weaker. The findings provide valuable insights for businesses, particularly local small and medium enterprises (SMEs) in Melaka, in developing effective social media marketing strategies targeting Generation Z consumers.