Pengaruh Digital Marketing Terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Jakarta dengan Brand Engagement sebagai Variabel Intervening
DOI:
https://doi.org/10.61231/adv9mq69Keywords:
Digital Marketing, Brand Engagement, Purchase Decision, Generation ZAbstract
Intense brand competition and the selective behavior of Generation Z mean that exposure to digital marketing does not always lead to purchases, so the role of brand engagement needs to be tested. This study aims to analyze the effect of digital marketing on the purchase decisions of Generation Z consumers in Jakarta, both directly and indirectly through brand engagement as an intervening variable. The study uses a quantitative approach with an explanatory design. Data were collected through a questionnaire administered to 200 Generation Z respondents selected by purposive sampling and analyzed using SEM-PLS with SmartPLS 4.0. The results show that digital marketing has a positive and significant effect on brand engagement (β = 0.871) and on purchase decisions (β = 0.552), and that brand engagement has a positive and significant effect on purchase decisions (β = 0.363). Brand engagement partially mediates the effect of digital marketing on purchase decisions (indirect effect = 0.316; VAF = 36.4%). All effects are significant at p < 0.001. It is concluded that informative, personalized, and interactive digital marketing drives Generation Z purchase decisions both directly and through brand engagement. These findings enrich the digital marketing literature and guide companies in designing strategies that increase Generation Z engagement and purchase decisions.
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