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All Journal JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN Jurnal Manajemen dan Kewirausahaan (JMDK) Buletin Poltanesa Telaah Bisnis Jurnal Administrasi Profesional Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi
Chandra, Yanita Ella Nilla
Politeknik Negeri Jakarta
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Social Media Marketing Role in Building Brand Awareness and Purchase Intention among Generation Z Imas Chandra Pratiwi; Yanita Ella Nilla Chandra; Kathrine; Erlyn Rosalina; Titik Purwinarti; Risya Zahrotul Firdaus
Jurnal Manajemen dan Kewirausahaan Vol. 13 No. 2 (2025): Desember 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v13i2.16398

Abstract

The expansion of digital marketing has prompted innovative marketing strategies among hand and body lotion brands, including Marina as one of the most popular hand and body lotion brands in Indonesia. This study aimed to examine the impact of user-generated content and influencer on the purchase intention of Marina hand and body lotion, both directly and indirectly, through brand awareness among Generation Z in Jakarta. A quantitative study was conducted with 410 participants through purposive sampling. Overall, 5 out of 6 hypotheses were statistically accepted. Influencer was found to have an insignificant effect on the purchase intention of Marina among Gen Z directly. The statistical results indicate that brand awareness serves as a crucial mediating variable between user-generated content and influencer toward purchase intention. The findings indicate that marketing strategies aimed at Gen Z should focus on enhancing user engagement and promoting authentic brand storytelling to increase brand awareness and translate it into purchase intention. This study also presents several suggestions for future research.
Co-Authors Arizal Putra Pratama Dewi Rakhmawati ENDAH PRATIWI Erlyn Rosalina Ernita Dian Puspasari Erwin Permana Firdaus, Risya Zahrotul Gerald Gorga Husnil Barry Husnil Barry Imam Syafganti Imas Chandra Pratiwi Ina Sukaesih Kathrine Mariam , Iis Mubarak, Fauzi Putra, Yoshua Ardy Ratri Kurniasari Ridwan Roy Tutupoho Riskon Ginting Riskon Ginting Ginting Riza Hadikusuma Rizka Sakinah Rizka Sakinah Salsabila Nadia Nabila Sita Sofa, Nidia Syamsu Rizal Syamsurizal - - Syamsurizal Syamsurizal Titik Purwinarti Titik Purwinarti Yoshua Ardy Putra Yulita Tri Haryani Yumna Nur Sabrina YUMNA NUR SHABRINA