Pengaruh Konten Media Sosial, Iklan Berbayar terhadap Preferensi Konsumen dan Keputusan Pembelian Konsumen Generasi Z di Kota Pekanbaru
Article Sidebar
Published:
Aug 31, 2022
Keywords:
Social Media Content, Paid Advertising, Consumer Preferences And Purchasing Decisions
Main Article Content
Abstract
This research investigates the influence of digital marketing strategies on purchasing decisions for Generation Z consumers in Pekanbaru City. Using a descriptive quantitative approach, data was collected through questionnaires from 162 Generation Z respondents and analyzed using Structural Equation Modeling (SEM). The research results show that Social Media Content has a significant positive influence on consumer preferences, while Paid Advertising has a significant negative influence. Consumer preferences have also proven to be very significant in influencing purchasing decisions. These findings indicate that companies need to pay attention to the content presented via social media and be careful in using paid advertising to increase the preferences and purchasing decisions of Generation Z consumers. The practical implications of this research are also presented along with suggestions for companies in designing appropriate marketing strategies. more effective.
Article Details
Section
Articles
References
Abdillah, W., & Jogiyanto, H. M. (2015). Partial least square (PLS) alternatif structural equation modeling (SEM). Andi Offset: Yogyakarta.
Fadhilah, F., & Saputra, G. G. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. INOVASI: Jurnal ekonomi, keuangan dan manajemen, 17(3), 505–512.
Fadillah, M., Nurbalqis, A., & Agustina, L. (2022). Pengaruh Konten Digital Terhadap Generasi Z Dalam Pemanfaatan Media Sosial Dan Digital Native Di Kota Tanjungpinang. Al Yazidiy: Jurnal Sosial Humaniora dan Pendidikan, 4(2), 1–11.
Febriani, N. S. (2020). Preferensi Media Sosial Generasi Milenial pada Tingkat Pengetahuan Calon Legislatif. Nyimak: Journal of Communication, 4(1), 89–107.
Huda, I. U. H., Karsudjono, A. J., & Darmawan, R. D. (2024). Pengaruh content marketing dan lifestyle terhadap keputusan pembelian pada usaha kecil menengah di media sosial. Al-Kalam: Jurnal Komunikasi, Bisnis Dan Manajemen, 11(1), 69–81.
Mahmudah, S. M., & Rahayu, M. (2020). Pengelolaan konten media sosial korporat pada instagram sebuah pusat perbelanjaan. Jurnal Komunikasi Nusantara, 2(1), 1–9.
Sugiyono, P. D. (2019). Metode Penelitian Pendidikan (Kuantitatif, Kualitatif, Kombinasi, R&d dan Penelitian Pendidikan). Metode Penelitian Pendidikan.
Article Sidebar
Main Article Content
Abstract
This research investigates the influence of digital marketing strategies on purchasing decisions for Generation Z consumers in Pekanbaru City. Using a descriptive quantitative approach, data was collected through questionnaires from 162 Generation Z respondents and analyzed using Structural Equation Modeling (SEM). The research results show that Social Media Content has a significant positive influence on consumer preferences, while Paid Advertising has a significant negative influence. Consumer preferences have also proven to be very significant in influencing purchasing decisions. These findings indicate that companies need to pay attention to the content presented via social media and be careful in using paid advertising to increase the preferences and purchasing decisions of Generation Z consumers. The practical implications of this research are also presented along with suggestions for companies in designing appropriate marketing strategies. more effective.
Article Details
References
Abdillah, W., & Jogiyanto, H. M. (2015). Partial least square (PLS) alternatif structural equation modeling (SEM). Andi Offset: Yogyakarta.
Fadhilah, F., & Saputra, G. G. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. INOVASI: Jurnal ekonomi, keuangan dan manajemen, 17(3), 505–512.
Fadillah, M., Nurbalqis, A., & Agustina, L. (2022). Pengaruh Konten Digital Terhadap Generasi Z Dalam Pemanfaatan Media Sosial Dan Digital Native Di Kota Tanjungpinang. Al Yazidiy: Jurnal Sosial Humaniora dan Pendidikan, 4(2), 1–11.
Febriani, N. S. (2020). Preferensi Media Sosial Generasi Milenial pada Tingkat Pengetahuan Calon Legislatif. Nyimak: Journal of Communication, 4(1), 89–107.
Huda, I. U. H., Karsudjono, A. J., & Darmawan, R. D. (2024). Pengaruh content marketing dan lifestyle terhadap keputusan pembelian pada usaha kecil menengah di media sosial. Al-Kalam: Jurnal Komunikasi, Bisnis Dan Manajemen, 11(1), 69–81.
Mahmudah, S. M., & Rahayu, M. (2020). Pengelolaan konten media sosial korporat pada instagram sebuah pusat perbelanjaan. Jurnal Komunikasi Nusantara, 2(1), 1–9.
Sugiyono, P. D. (2019). Metode Penelitian Pendidikan (Kuantitatif, Kualitatif, Kombinasi, R&d dan Penelitian Pendidikan). Metode Penelitian Pendidikan.