The Effect of Social Media Marketing on Purchasing Intention In Gen Z

Abstract

This study aims to analyze the influence of social media marketing on purchase intention in generation Z. The focus of this research is on specific elements in social media marketing, such as content quality, posting frequency, and the type of platform used. This research uses a qualitative method with a case study approach. Participants consisted of individuals aged 17-30, including college students, workers, and students, who actively use social media. Data was collected through in-depth interviews to explore participants' perceptions of social media marketing and its influence on their purchase intentions. Thematic analysis was used to identify patterns and insights regarding the relationship between social media marketing elements and purchase intention. The results of this study show: (1) Engaging content and frequent interactions make important contributions to shaping purchase intentions in generation Z. (2) Some social media platforms are more influential than others in driving consumer decisions. (3) The findings provide insights that can be applied to design effective social media marketing strategies for generation Z