THE INFLUENCE OF SOCIAL MEDIA ALGORITHMS (TIKTOK, INSTAGRAM, YOUTUBE) ON CONSUMPTION BEHAVIOR AND BRAND LOYALTY OF GENERATION Z

Abstract

The development of social media platforms such as TikTok, Instagram, and YouTube has introduced algorithms that can personalize content based on user preferences. Generation Z is the group most affected by these digital recommendations, leading to changes in consumption behavior and brand loyalty. This study aims to analyze the influence of social media algorithms on Generation Z's consumption behavior and brand loyalty. The research method used a quantitative approach with a survey technique, involving 50 respondents selected using purposive sampling. The research instrument consisted of an online questionnaire with a total of 11 statements based on the indicator variables of social media algorithms, consumption behavior, and brand loyalty. Data analysis was conducted using validity and reliability tests, classical assumption tests, linear regression tests, t-tests, and F-tests. The results show that social media algorithms have a positive and significant effect on consumption behavior and brand loyalty among Generation Z. The influence on consumption behavior is stronger than on brand loyalty, with R-square values ​​of 25.2% and 15.2%, respectively. This finding confirms that algorithmic social media is more effective in triggering short-term consumption behavior, but still contributes to building brand loyalty among younger users.