Generation Z's Role in Responsible Digital Consumption and Sustainable E-Commerce Growth

Purchase decisions play a crucial role as they represent the culmination of all marketing strategies that lead consumers to take action. Understanding these decisions enables companies to connect more effectively with their customers, enhance profitability, and maintain competitiveness. This study aims to identify the factors influencing the purchasing decisions of Generation Z in Jakarta when buying personal care and beauty products promoted through the TikTok Shop platform. Using a quantitative approach, data were collected through structured questionnaires from 138 Generation Z respondents and analyzed using SPSS version 25. Descriptive and inferential analyses reveal that price, perceived ease of use, information accuracy, and data security all have a significant and positive influence on purchase decisions, with price emerging as the most dominant factor. The study also finds that Generation Z values credible information and secure digital environments, which play a pivotal role in shaping their trust and willingness to transact online. These findings underscore the strategic importance of building trustworthy, user-friendly, and value-driven digital commerce platforms. The study’s implications align with Sustainable Development Goal (SDG) 12 on Responsible Consumption and Production, highlighting that informed and secure digital consumer behavior is essential for fostering ethical, transparent, and sustainable e-commerce ecosystems.