Analysis of the Study of Digital Marketing Potential on Product Purchase Decisions in Generation Z

Generation Z grew up with easy access to the internet. They tend to spend more time online than previous generations. This opens up great opportunities for sellers to reach them through various digital platforms. This study aimed to conduct an analysis of the study of the potential of digital marketing for product purchasing decisions in generation Z. This research is


Introduction
In this ever-evolving digital era, Generation Z has become a very significant consumer group. This generation consists of individuals born between the mid-1990s and early 2000s who grew up and lived amidst advances in digital technology. With high technological prowess, generation Z has a great influence on product purchasing decisions. One of the effective tools in influencing generation Z purchasing decisions is digital marketing. Digital marketing refers to sales strategies that use digital platforms such as social media, websites, email, and mobile applications to reach target audiences (Armstrong, 2015). The potential of digital marketing for purchasing decisions for generation Z products is very strong and needs to be understood in depth by sellers.
Generation Z grew up with easy access to the internet. They tend to spend more time online than previous generations. This opens up great opportunities for sellers to reach them through various digital platforms. With the right digital marketing campaign, sellers can attract the attention of generation Z and help them make buying decisions. In addition, Generation Z has a high level of trust in https://doi.org/10.37275/oaijss.v6i5.174

A B S T R A C T
Generation Z grew up with easy access to the internet. They tend to spend more time online than previous generations. This opens up great opportunities for sellers to reach them through various digital platforms. This study aimed to conduct an analysis of the study of the potential of digital marketing for product purchasing decisions in generation Z. This research is qualitative research that explores and describes in detail a situation or phenomenon of the research object studied by developing concepts and gathering existing facts. Platforms like Facebook, Instagram, Twitter, LinkedIn, and Snapchat are popular channels for digital marketing. Sellers can share content, conduct paid advertising campaigns, interact with users, and build relationships with audiences through social media. Company websites and blogs are the main channels in digital marketing. Sellers can create informative content, describe products or services, provide special offers, and drive traffic to their websites through SEO (search engine optimization) strategies and online advertising campaigns. Email is an effective channel for sending direct sales messages to audiences. Sellers can collect email addresses of customers or prospects and send them personalized content, special offers, product updates, or newsletters on a regular basis. Search engine marketing (SEM) includes the use of paid advertising on search engines such as Google Ads. Sellers can display their ads on search results pages or on partner websites relevant to their targeted keywords. Platforms like YouTube, TikTok, and Vimeo are popular channels for video content. Merchants can create promotional videos, product reviews, tutorials, or entertaining content to reach a wider audience. online recommendations and reviews. They tend to look for information online before deciding to buy a product. Digital marketers can take advantage of this by providing relevant and valuable content, such as user reviews, testimonials, and product recommendations. Thus, generation Z feels more confident in making purchasing decisions (Chaffey, 2019).
Furthermore, digital marketing also enables better personalization in communicating with generation Z.
Through data analysis and the use of intelligent  (Mangold, 2009;Fill, 2019).

Email marketing
Email is an effective channel for sending direct sales messages to audiences.  (Kotler, 2016). Furthermore, researchers can also classify or group, or create themes for the selected data. Coding is the process of marking the data that has been grouped.

This
Groups of similar data are given the same code.
Through coding, researchers can produce new categories or themes. Through coding, researchers produce themes or categorizations of research data which are findings. Based on the resulting themes, the researcher then makes brief and systematic descriptions so that the themes found become clearer.
The next step is to look for relationships between one theme and another. The results of the construction of relationships between themes or categories then need to be interpreted so that other people understand them.

Results and Discussion
The Generation Z grew up with ever-evolving technology, and they have widespread access to digital devices such as smartphones and computers. Through digital platforms, such as search engines, e-commerce websites, and social media, they can easily search for the products they want and get information about available brands and options. Generation Z tends to trust reviews and recommendations from fellow users.
They will seek product reviews from other users or influencers on social media to get mixed views before making a purchase decision. Transparent and trusted reviews provide a more real-world view of products and help Generation Z make informed-educated decisions (Schiffman, 2019 Generation Z tends to be more interested in usergenerated content than traditional advertising.
Generation Z values authenticity in the content they consume. User-generated content, created by casual users or influencers, is often seen as more authentic than direct selling messages from brands. They tend to believe that user-generated content is a real experience and not contrived for sales purposes.
Generation Z values the opinions and experiences of fellow users or influencers they follow. They tend to trust the reviews and recommendations of other people who have good reputations in the relevant field.
In some cases, they even prefer to listen to the views and experiences of other users instead of hearing direct sales messages from brands. Generation Z feels engaged and connected to user-generated content.
They feel closer to other users or influencers they follow, and the content produced by them offers a viewpoint and experience that is more akin to their commitment to humanity and positive change will be more attractive to generation Z (Lam, 2010;Pappas, 2016).
In dealing with the preferences of generation Z, brands need to build a mission and values that are consistent with issues that are considered important by generation Z. Brands must communicate clearly and consistently about their social and environmental practices through digital marketing. Through authentic brand stories, brands can attract the attention and support of Generation Z to a greater extent by demonstrating authenticity, engagement on social issues, and the positive impact they create.

Conclusion
The potential of digital marketing for purchasing decisions for generation Z products is enormous. By leveraging the capabilities of digital technology and understanding the characteristics of generation Z, sellers can create effective and measurable campaigns to influence their preferences and purchasing decisions. In this increasingly connected and digital world, digital marketing is an irreplaceable tool for