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All Journal Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS
Alloysius Pamurda Dhika Mahendra
Magister Manajemen, Universitas Dirgantara Marsekal Suryadarma
Economics, Econometrics & Finance

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The Impact of Advertising Content on Purchase Intention: The Mediating Role of Brand Awareness and Brand Image with Generation Z Moderation Yohanes Ferry Cahaya; Alloysius Pamurda Dhika Mahendra; Herni Pujiati; Ilham Nawang Armanda
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 8 No 1 (2026): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis (JKAMTB)
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v8i1.749

Abstract

This study examines the influence of advertising content on purchase intention among 500 consumers in Jakarta, Indonesia, focusing on Generation Z as a moderating factor. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM), we investigate the mediating roles of brand awareness and brand image in the advertising- purchase intention relationship. Results demonstrate that advertising content significantly affects purchase intention both directly and indirectly through brand awareness and brand image. Generation Z membership significantly moderates these relationships, amplifying the effects of advertising content on brand outcomes. These findings contribute to advertising effectiveness theory and provide actionable insights for marketers targeting digitally- native consumers in emerging markets. The comprehensive model explains substantial variance in purchase intention, offering practical implications for developing generation-specific marketing strategies.
Co-Authors Herni Pujiati Ilham Nawang Armanda Yohanes Ferry Cahaya