Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Applied Business, Taxation and Economics Reseach
Hiskiah Hiskiah
Muhammadiyah University of Palopo
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Media Marketing Social to Generation Z Purchase Decisions Through Brand Engagement and Personalization on Brand Planet Surf in City Palopo Hiskiah Hiskiah; Muhammad Aqsa; Edi Mazudi
Journal of Applied Business, Taxation and Economics Research Vol. 5 No. 5 (2026)
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v5i5.612

Abstract

Study This aim For analyze the influence of social media marketing to decision purchase consumer Generation Z with role mediation of brand engagement and personalization on Planet Surf Brand in Palopo City in 2025. Research This use approach quantitative with population all over consumer Generation Z in Palopo City who have exposed advertising and doing purchase retail products , both both online and offline . Sample study totaling 100 respondents were determined use technique purposive sampling. Collection data is done through questionnaire structured , whereas data analysis using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with help device soft SmartPLS 4/3. Research results show that social media marketing influential positive and significant towards brand engagement and personalization, but No influential significant in a way direct to decision purchase . Brand engagement and personalization proven influential positive and significant to decision purchase as well as mediate The influence of social media marketing . Implications study This show that company need emphasize personalization and improvement strategies involvement consumer in activity social media marketing For push decision purchase Generation Z.
Co-Authors Edi Mazudi Muhammad Aqsa