20.500.12556/DKUM-98270 Sprememba nakupnih navad generacije Z pri nakupovanju izdelkov za nego kože Changing buying habits of generation Z for skincare products Magistrsko delo obravnava nakupne navade generacije Z pri izbiri in nakupu izdelkov za nego kože. Poseben poudarek je namenjen vlogi družbenih omrežij, predvsem Instagrama in TikToka, ter vprašanju, kako digitalne vsebine, priporočila vplivnežev in značilnosti izdelkov vplivajo na vedenje mladih potrošnikov. Ker generacija Z velik del informacij pridobiva v spletnem okolju, postajajo družbena omrežja pomemben prostor za odkrivanje izdelkov, spremljanje trendov in oblikovanje zanimanja za blagovne znamke. Rezultati raziskave kažejo, da družbena omrežja pri anketirancih nimajo izrazito potrjenega neposrednega vpliva na končno odločitev za nakup, imajo pa pomembno vlogo pri spodbujanju zanimanja in odkrivanju novih izdelkov za nego kože. Tudi vplivneži se niso izkazali kot odločilen dejavnik nakupnega odločanja, saj jim anketiranci pri izbiri izdelkov ne pripisujejo visoke stopnje zaupanja. Pri nakupu izdelkov za nego kože je bila kot najpomembnejši dejavnik prepoznana kakovost izdelka, medtem ko cena zavzema pomembno, vendar ne osrednje mesto. Ugotovitve prav tako kažejo, da udeleženci raziskave izdelke za nego kože pogosteje kupujejo v fizičnih trgovinah kot prek spleta, kar nakazuje pomen neposrednega ogleda, preverjanja izdelka in možnosti svetovanja. Kljub temu ima Instagram pomembno vlogo pri usmerjanju potrošnikov v spletno okolje, saj je več kot 40 % anketirancev že obiskalo spletno trgovino blagovne znamke zaradi vsebine, ki so jo videli na tej platformi. This master’s thesis examines the buying habits of Generation Z when choosing and purchasing skincare products. Special attention is given to the role of social media, particularly Instagram and TikTok, and to how digital content, influencer recommendations, and product characteristics affect the behaviour of young consumers. Since Generation Z obtains a large share of information in the online environment, social media has become an important space for discovering products, following trends, and developing interest in brands. The research findings show that social media does not have a strongly confirmed direct influence on the final purchase decision among respondents, but it plays an important role in encouraging interest and discovering new skincare products. Influencers were also not identified as a decisive factor in the purchasing process, as respondents did not express a high level of trust in them when choosing skincare products. Product quality was identified as the most important factor in the purchase of skincare products, while price was considered important but not central. The findings further show that respondents more often purchase skincare products in physical stores than online, which indicates the importance of seeing the product directly, checking it, and having the option of receiving advice. Nevertheless, Instagram plays an important role in directing consumers to the online environment, as more than 40% of respondents have visited a brand’s online store because of content they saw on this platform. generacija Z nakupne navade izdelki za nego kože družbena omrežja Instagram TikTok Generation Z purchase decision-making skincare products social media Instagram TikTok true true false U. Zemljič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-06-01 15:46:16 2026-08-21 09:23:25 2026-08-22 03:06:30 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.12:687 288410627 MAG_Zemljic_Urska_2026.pdf MAG_Zemljic_Urska_2026.pdf 1 DFC7B79DE3FD15F100E774C0BBF7C520 df7c554c54075608cf8caf4c3ebb6768e0070f7f651a6e6de781cc8715487d3b 5cb60033-7958-11f1-80c7-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=207966 Ekonomsko-poslovna fakulteta 0 0 0