THE IMPACT OF SOCIAL MEDIA MARKETING ON THE PURCHASE INTENTION OF GENERATION Z

Abstract

The success factor in achieving purchase intention is social media marketing which is a crucial component of management in a business. This research offers fresh insight into how social media marketing initiatives affect younger customers’ intention to purchase. This research aims to determine the impact of social media marketing on the purchase intention of Generation Z in Malaysia. The research used a simple sampling approach, with descriptive and inferential analysis of 339 respondents. Quantitative surveys were designed to collect data based on model constructs for social media activities. The analysis was performed with the aid of SPSS statistical analysis software, by using correlation analysis for the data analyzed. All social media marketing activity factors have significantly influenced customer purchase intention. The strongest indicator is trendiness, which is followed by brand awareness and perceived trust, respectively. The research will make organizations aware that, social media is a crucial component for increasing audience perceptions toward influencing consumer purchase intention.