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All Journal Jurnal Ilmu Manajemen (JIM) JDM (Jurnal Dinamika Manajemen) Jurnal Manajemen Teori dan Terapan JURNAL EKONOMI DAN BISNIS AIRLANGGA Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Manajemen dan Bisnis Indonesia Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JURNAL MANAJEMEN BISNIS Jurnal Komunikasi Profesional Arthavidya Jurnal Ilmiah Ekonomi MABIS: Manajemen dan Bisnis Jurnal Manajerial JURNAL MANAJEMEN DAN BISNIS INDONESIA Golden Ratio of Marketing and Applied Psychology of Business Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Al-Zayn: Jurnal Ilmu Sosial & Hukum Advances in Business & Industrial Marketing Research JER
Masmira Kurniawati, Masmira
Management Science Study Program, Faculty Of Economics And Business, Universitas Airlangga
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Social Media Marketing and Purchase Intention of Jamu Iboe Among Millennial and Generation Z Consumers Maharani Febri Lestari; Masmira Kurniawati
Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v7i1.2499

Abstract

This study examines how Social Media Marketing influences Purchase Intention among Millennial and Gen Z consumers of Jamu Iboe, testing Brand Awareness, Brand Trust, and Perceived Value as parallel mediators. Traditional jamu remains unfamiliar to younger consumers despite growing interest in herbal products. Grounded in Stimulus-Organism-Response theory, Consumer-Based Brand Equity, and Perceived Value theory, the study employed a quantitative explanatory design using PLS-SEM methodology. Data were collected from 149 respondents aged 17 and above through an online questionnaire and analysed using SmartPLS. Results show that Social Media Marketing does not directly affect Purchase Intention; instead, its effect operates indirectly through Brand Awareness and Perceived Value, which significantly mediate the relationship. Brand Trust, though significantly strengthened by Social Media Marketing, does not mediate Purchase Intention. These findings indicate that digital marketing for traditional herbal products works through cognitive and evaluative pathways rather than direct persuasion or immediate purchase triggers. The study is limited to a single brand and cross-sectional design; future research should adopt longitudinal approaches and examine additional variables such as health consciousness and perceived risk. For practice, Jamu Iboe and other herbal brands should prioritise educational, value-oriented digital content and brand-recognition campaigns over hard-selling promotion when targeting younger consumers.
Co-Authors Bagus Susanto Bayu Widhi Respati Carolin, Fela Cecia Rahmadanty Dewangga, Danang Ary Fresha Kharisma Fresha Kharisma Gatum Ananta Putra Hudawidayanti, Iis Mei Imawati Sumaryo Iqbal Rizky Rizaldi Kharisma, Annas Kirana Arista Salsabila Kristi, Chikita Y. Kristi, Chikita Y. Laily Ramadhani Lilik Rudianto Lilik Rudianto, Lilik M. Ihwanudin Maharani Febri Lestari Mentari Septynaputri Widodo Oktarina, Chentia Aisya Ramadhani, Sintesa Aulia Regina Puspa Ayu Saputri Rezki Orientani Ricky Setiawan Sulistyo Rizaldi, Iqbal Rizky Rofi, Abdur Rahman Saiful Ghozi, Saiful Sari Puji Rahayu Sri Hartini Sri Hartini