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Journal : International Journal Of Science, Technology

Digital Advertising Impact On Sales Performance Of Gen Z In Indonesia E-Commerce Wijoyo, Agung
International Journal of Science, Technology & Management Vol. 6 No. 5 (2025): September 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i5.1364

Abstract

This study investigates the impact of digital advertising effectiveness and contextual relevance on sales performance among Generation Z consumers in Indonesia’s e-commerce sector. The research aims to assess how persuasive clarity and message personalization jointly influence purchasing behavior within one of the fastest-growing digital economies in Southeast Asia. A quantitative survey method was employed, targeting 300 Generation Z respondents (aged 18–27) in the Greater Jakarta area who have experienced online advertising and subsequent purchases. Data were collected through structured questionnaires and analyzed using multiple regression with robustness checks to validate the findings. Measurement constructs included advertising effectiveness, advertising relevance, and sales performance, adapted from established marketing scales.The results show that both advertising effectiveness and advertising relevance significantly and positively affect sales performance, jointly explaining 66.5% of the variance in consumer purchase behavior. These findings confirm that personalized, persuasive, and contextually relevant digital ads are key drivers of Generation Z’s purchasing decisions.The study is limited to respondents from the Greater Jakarta area, which may affect the generalizability of results to other regions or age cohorts. Future research should examine moderating factors such as platform type, consumer trust, and ad fatigue, and extend the model to cross-country comparisons.For marketers and e-commerce firms, the study highlights the need to integrate persuasive ad design with contextual personalization. Effective strategies include leveraging influencer credibility, employing real-time analytics, and developing content that resonates with Gen Z’s lifestyle and values to maximize engagement and conversion.This research contributes to marketing theory by extending the AIDA model and the Theory of Planned Behavior to the context of Southeast Asian digital commerce. It provides novel insights into the combined role of advertising effectiveness and relevance, a dimension that remains underexplored in emerging markets, and offers actionable implications for data-driven, consumer-centered advertising strategies.
Co-Authors Abdillah, Bentar Abdul Kholik Abdul Syukur Aditia Agustiansah, Muniff Al Anshori, Muhamad Rezka Al Fariz, Muhammad Zidane Al Hafidz, Abdur Rauf Aldi Saputra, Mahendra Aldiansyah H, Muhammad Alvi Yatno, Yara Amanda Rizky Adha, Deby Amri, Masruhul Andreas Laia Andrian, Jumigih Andrianto, Mukti Annie .S , Nickya Ardiansyah, Mochamad Apri Ardiyansyah, Ferdi Arfan, Syam Tajul Ari Wijaya, Ryan Arya Pratama, M. Rio Aryaditama, Excel Putra Asrizal, Muhamad Asta, Melsa Sentia Aulia Nurkhasanah, Putri Azriel Alfahrizie, Muhammad Bambang Santoso Bayu Prasetya, Aditya Bunga, Azaria Cahya Firdaus, Indra Charly, Hieronimus Christantyo, Raditya Rezi Claura , Jeni Devadeandera, Noval Dimas Prasetyo Dodik Prasetyo erna wati Faathirangga, Muhammad Fadhillah , Muhammad Farhan A.C , Mochamad Faris Ardiansyah, Muhammad Febiansyach, Vidi Tri Febrianto, Adjie Febrianto, Farhan Firdaus, Indra Cahya Firdaus, Muhammad Riyad Fukor, Iqbal Dzul Gibran, Yudhistira Gunawan , Mistri Gunawan Wibisono Hafiz, Ahmad Farhan Hakim, Titan Halawa, Richardo Riswan Hamzah, Amri Haris Hermawan, Haris Haykal Muktabar, Muhamad Hazmi , Abdiel Heryansyah, Ryan Ihsan, Muhamad Reza Nur Ilham , Ghatfani Muhammad Ima Amaliah Immanuel Christianto, Mikael Indah Sari, Yunika Irvan Firmansyah Izzat Maharaja Dalimunthe, Muhammad Jaya, Rubi Surya Kasogi, Muhammad Adnan Khaiza, Fathan Khalbi, Fathurrahman Khoiriyah, Wafiatul Kusuma Dewo, Ramlan Lestari, Sheril Mahardhika, Fabio Eltra Mase Jami Kauta, Sefrino Maulana Siddik, Syahren Maulana, Zikri Mawardah, Denita Mufti Prasetiyo, Sofyan Muhammad Fariz Muhammad Hafiz Muhammad Rizky Ramadhan Mukhammad Taufiqi, Noor Nabilla Eka Putri Haryanti Nasution, Doni Nezar, Muhammad Gifary Nunung Nurhayati Nuralif, Bagas Mulya Nurhaliza, Syalwa Nurudin Nurudin NurWijaya, Muhammad Vaundra Oktavian, Muhammad Rifqi Palaka, Muhammad Mabi Pangestu, Harrys Anggara Pramana, indra Prasetiyo, Sofyan Mufti Pratama, Randika Pratama, Tegar Surya Pratiwi, Asri Sukma Putri, Diariza Dwi Qoriah, Fitri Raffi, Muhammad Rafly Alfifauzan, Muhamad Rafsanzany, Muhamad Rafly Rahayu, Diana Sri Rahman, Rici Rahmatia, Cut Rahmawati, Azri Syifa Ramadhan, Ahmad Haical Ramadhan, Fazril Ramadhan, Nabil Gilang Ramadhani, Dhemes Ichsan Rhamadhan, Armand Rini Lestari Rio Sadewo, Fauzan Ripan, Fitrah Gisma Riski, Anggoro Rizki Adriansyah, Muhammad Rizki Rabbani, Aditya Rokhmanila, Siti Ruliyansyah, Muhamad Rusmanto, Akbar Sabita, Nadira Safitri, Juita Dwi Samsudin Saputra, Adeka Saputra, Reza Adi Saputro, Bagus Sardi, Achmad Rhalfi Yan Senjaya, Muhammad Yushar Septian Priyatna, Ray Septiana Ibrahim, Elita Sibarani, Jonatan Diven Sufarkhan, Muhamad Sukmana, Febriyo Dwi Syahputra, Devid Sya’ban, Albani Raul Tasya Aspiranti Tata, Emilia Dwi Taufik, Wildan Az Zikri Taufiq, Hilman Tauri, Dzaky Setiawan Tiara Febriani, Tiara Tipalahi, Ramadan Trinanda, Haris Wahyu Perdana, Anang Wahyunita, Iis Wibowo, Adil Winoto, Rafiu Ahmad Witama, Fiyado Yudha Yesi Oviyanto, Marindi Yoven, Alivio Hukama Yunita, Alya Rahma Yustifara, Shilvy Zakri, Melvin Zanah, Nida Zakiyatul Zidane, Muhamad Faisal