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All Journal International Journal of Applied Business and International Management
Prakosa, Bayu Giri
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Influence of Digital Advertising Interactivity on Generation Z's Purchasing Intensity in the Fashion and Beauty Industry Ray, Erick Lauren; Bernando, Franky Okto; Prakosa, Bayu Giri
International Journal of Applied Business and International Management Vol 11, No 1 (2026): April 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i1.4465

Abstract

The rapid growth of digital marketing has increased the importance of interactive advertising in influencing consumer behavior, particularly among Generation Z consumers in the fashion and beauty industry. This study aims to analyze the influence of digital advertising interactivity on purchase intensity, with attitude toward digital advertising serving as a mediating variable. This study employed a quantitative approach using data collected from 312 Generation Z respondents who actively use social media platforms and are frequently exposed to digital advertising. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital advertising interactivity has a positive and significant effect on attitude toward digital advertising (beta = 0.68; p 0.001) and purchase intensity (beta = 0.21; p = 0.002). In addition, attitude toward digital advertising significantly affects purchase intensity (beta = 0.54; p 0.001) and partially mediates the relationship between digital advertising interactivity and purchase intensity (beta = 0.37; p 0.001; VAF = 63.8%). The study concludes that interactive digital advertising strategies play an important role in enhancing consumer engagement and encouraging purchasing behavior among Generation Z consumers in the fashion and beauty industry.
Co-Authors Erick Lauren Ray Franky Okto Bernando