{"id":767,"date":"2026-06-08T10:27:40","date_gmt":"2026-06-08T03:27:40","guid":{"rendered":"https:\/\/binus.ac.id\/malang\/minor-program\/?p=767"},"modified":"2026-06-08T10:27:40","modified_gmt":"2026-06-08T03:27:40","slug":"gen-z-membeli-cepat-tapi-tidak-bodoh","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/minor-program\/2026\/06\/08\/gen-z-membeli-cepat-tapi-tidak-bodoh\/","title":{"rendered":"Gen Z Membeli Cepat, Tapi Tidak Bodoh"},"content":{"rendered":"<p style=\"text-align: justify\" data-start=\"5565\" data-end=\"5981\">Gen Z sering dianggap mudah terdorong promo, influencer, dan tampilan visual. Pandangan ini sebagian benar, tetapi terlalu menyederhanakan perilaku mereka. Paper tentang e-impulsive buying menunjukkan bahwa social influencers, mannequin display, dan website rewards memang berpengaruh positif terhadap pembelian impulsif Gen Z, dengan website rewards sebagai faktor paling kuat.<\/p>\n<p style=\"text-align: justify\" data-start=\"5983\" data-end=\"6320\">Namun, bukan berarti Gen Z hanya bisa \u201cdipancing\u201d dengan diskon. Studi TikTok Shop menunjukkan bahwa kemudahan penggunaan dan trust tetap menjadi penentu penting dalam niat belanja. Jadi, Gen Z bisa tertarik karena reward, tetapi tetap butuh pengalaman belanja yang terasa aman dan tidak merepotkan.<\/p>\n<p style=\"text-align: justify\" data-start=\"6322\" data-end=\"6620\">Di sisi lain, riset brand language menunjukkan bahwa bahasa brand di media sosial membentuk persepsi, engagement, dan respons konsumen. Untuk Gen Z, bahasa yang terlalu kaku bisa terasa jauh, tetapi bahasa yang terlalu memaksa juga bisa menurunkan kepercayaan.<\/p>\n<p style=\"text-align: justify\" data-start=\"6622\" data-end=\"6898\">Startup leader harus paham bahwa impulse buying bukan sekadar trik menaikkan transaksi. Kalau reward, display, dan influencer dipakai tanpa kejelasan value, pelanggan bisa membeli sekali lalu menyesal. Efek jangka pendeknya conversion naik; efek jangka panjangnya trust turun.<\/p>\n<p style=\"text-align: justify\" data-start=\"6900\" data-end=\"7166\">Strategi yang lebih sehat adalah menggabungkan tiga hal: visual yang memudahkan imajinasi produk, reward yang relevan, dan informasi yang membantu pelanggan merasa yakin. Gen Z bisa cepat membeli, tetapi mereka juga cepat membaca brand yang hanya mengejar transaksi.<\/p>\n<p style=\"text-align: justify\" data-start=\"7168\" data-end=\"7888\"><strong data-start=\"7168\" data-end=\"7182\">Reference:<\/strong><br data-start=\"7182\" data-end=\"7185\" \/>Kaur, A., Srivastava, A., Trivedi, S., Srivastava, P., &amp; Dikshit, S. K. (2026). <em data-start=\"7265\" data-end=\"7369\">Buying at first sight: Modelling the determinants of UI on Generation Z\u2019s e-impulsive buying behaviour<\/em>. International Review of Management and Marketing, 16(1), 44\u201352. DOI: 10.32479\/irmm.21421.<br data-start=\"7460\" data-end=\"7463\" \/>Basri, M. S. I., Abdul Aziz, K., Abd Aziz, N. A., Fauzi, M. A., Mohamad Noorzeli, N., &amp; Abdul Aziz, S. (2025). <em data-start=\"7574\" data-end=\"7672\">Clicking into TikTok Shop: Factors influencing online shopping intention among Kuantan residents<\/em>. paperASIA, 41(5b). DOI: 10.59953\/paperasia.v41i5b.610.<br data-start=\"7728\" data-end=\"7731\" \/>Rapezzi, M. (2026). <em data-start=\"7751\" data-end=\"7815\">Brand language on social media: A systematic literature review<\/em>. Italian Journal of Marketing, 2026, 8. DOI: 10.1007\/s43039-026-00131-7.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gen Z sering dianggap mudah terdorong promo, influencer, dan tampilan visual. Pandangan ini sebagian benar, tetapi terlalu menyederhanakan perilaku mereka. Paper tentang e-impulsive buying menunjukkan bahwa social influencers, mannequin display, dan website rewards memang berpengaruh positif terhadap pembelian impulsif Gen Z, dengan website rewards sebagai faktor paling kuat. Namun, bukan berarti Gen Z hanya bisa [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":768,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[335,295,296,334,306,333],"class_list":["post-767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-technopreneur-article","tag-consumer-trust","tag-gen-z-consumer","tag-impulse-buying","tag-influencer-strategy","tag-social-commerce","tag-website-rewards"],"_links":{"self":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/767","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/users\/46"}],"replies":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/comments?post=767"}],"version-history":[{"count":1,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/767\/revisions"}],"predecessor-version":[{"id":769,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/posts\/767\/revisions\/769"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/media\/768"}],"wp:attachment":[{"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/media?parent=767"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/categories?post=767"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/binus.ac.id\/malang\/minor-program\/wp-json\/wp\/v2\/tags?post=767"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}