IMPACT OF DIGITAL MARKETING ON GENERATION Z CONSUMER BEHAVIOR IN UZBEKISTAN
DOI:
https://doi.org/10.58268/eb.v5i1.273Kata Kunci:
Generasi Z; pemasaran digital; perilaku konsumen; pemasaran media sosial; influencer marketing; Uzbekistan, Gen Z, pemasaran digital, perilaku konsumen, pemasaran sosial media, marketing influencer, Uzbekistan, Generation Z; digital marketing; consumer behavior; social media marketing; influencer marketing; UzbekistanAbstrak
Penelitian ini mengkaji bagaimana pemasaran digital memengaruhi perilaku konsumen dan keputusan pembelian Generasi Z di Uzbekistan . Penelitian menggunakan Systematic Literature Review berdasarkan pedoman PRISMA 2020 dengan menghimpun artikel ilmiah bereputasi yang terbit pada 2015-2024 dari Scopus , Web of Science , ScienceDirect , dan Google Scholar . Kajian ini berfokus pada digital marketing , social media marketing , influencer marketing , serta respons perilaku konsumen muda. Hasil penelitian menunjukkan bahwa konten online yang visual dan interaktif memiliki pengaruh paling kuat terhadap Generasi Z di Uzbekistan . Video pendek , user-generated content , dan rekomendasi influencer terbukti sangat efektif pada platform seperti Instagram , TikTok , YouTube , dan Telegram . Kepercayaan dan autentisitas berperan penting dalam membentuk interaksi konsumen muda dengan merek serta keputusan pembelian mereka . Meskipun media sosial digunakan secara luas , iklan langsung kurang berpengaruh dibandingkan rekomendasi teman dan electronic word-of-mouth . Secara keseluruhan , pemasaran digital memiliki pengaruh kuat terhadap perilaku Generasi Z di Uzbekistan , dan strategi yang menekankan autentisitas , relevansi budaya , serta keterlibatan yang bermakna lebih efektif daripada iklan yang bersifat mengganggu .
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Hak Cipta (c) 2026 Jaxongir Davronov Askarovich, Heny Hendrayati; Inomjon Qudratov
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