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All Journal PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Action Research Literate (ARL) Jurnal Manajemen USNI Indonesian Research Journal on Education West Science Interdisciplinary Studies Business and Investment Review West Science Interdisciplinary Studies
Saleh, Mohamad Zein
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

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The Influence of Social Media Marketing, Influencer Endorsement, and Content Personalization on Buying Intention among Generation Z Consumers in Indonesia Saleh, Mohamad Zein; Iskandar, Yusuf
Indonesian Research Journal on Education Vol. 5 No. 4 (2025): Irje 2025
Publisher : Fakultas Keguruan dan Ilmu Pendidikan, Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/irje.v5i4.2762

Abstract

This study analyzes the influence of social media marketing, influencer endorsement, and content customization on purchasing intention among Generation Z consumers in Indonesia. Based on a quantitative approach with 150 respondents, the study applies a Likert scale (1-5) and data analysis using Structural Equation Modeling with Partial Least Squares (SEM-PLS 3). The results indicate that all three variables significantly impact buying intention, with influencer endorsement impacting most, followed by content personalization and social media marketing. The model explains 65% of the variance in buying intention, indicating its high explanatory power. This research adds to our understanding of the marketing strategies that effectively influence Generation Z's purchasing habits and offers real-world implications for business organizations seeking to maximize their internet marketing campaigns.
Promotion, Price and Service Quality for Consumers to Making Purchase Decisions Saleh, Mohamad Zein; Setiorini, Amanda
Action Research Literate Vol. 7 No. 10 (2023): Action Research Literate
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/arl.v7i10.195

Abstract

This literature study of promotions, prices and service quality for consumers in making purchasing decisions was carried out scientifically within the scope of marketing management to develop a research hypothesis whether there is an influence of price on purchasing decisions, an influence of promotions on purchasing decisions and an influence of service quality on purchasing decisions. The method used in this research is a qualitative method through literature review. The results of this study are that promotions can influence consumers to make purchasing decisions, prices influence consumers to make purchasing decisions and service quality can influence consumers to make purchasing decisions.
Co-Authors Alvionita Amanda Setiorini Felicia Felicia Gani, Fauzan Putra Iskandar, Syafna Hanifa Januar , Salsabila Kunti Januar, Salsabila Kunti Juanita, Rekha Mohamad Trio Febriyantoro Nampira, Ardi Azhar NurSyifa , Putri Nursyifa, Putri Pramesuari, Sherina Andhine Ratmawati, Eliana Rifkha, Mutiara Aulia Sabina, Nafiza Kayla Sabrina, Afiifah Nur Sayyidan , Radya Maysar Sumardi, Rizqi Angelika Syafira Mawada Tanjung Tanjung, Syafira Mawada Teguh Prasetio Wahyuningjati, Tri Windarko Windarko Yusuf Iskandar