HOW CONTENT QUALITY, INFLUENCER MARKETING, AND LIVESTREAMING INFLUENCE PURCHASE INTENTION AMONG GEN Z CONSUMERS
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Abstract
This study investigates the impact of multiple digital marketing strategies on consumer purchase intention within e-commerce platforms, focusing on digitally native consumers in contemporary market contexts. As digital commerce becomes increasingly competitive, businesses are adopting integrated marketing approaches to capture consumer attention and drive purchasing decisions. However, limited empirical research exists regarding the relative effectiveness of these combined strategies within a single framework. To address this gap, the study employed a quantitative correlational approach, collecting primary data from 100 Generation Z respondents. Data were gathered using a structured questionnaire employing a 5-point Likert scale, with validity confirmed through Pearson correlation coefficients and reliability established via Cronbach's Alpha. Statistical analyses were conducted using IBM SPSS Statistics version 26, incorporating classical assumption tests to ensure data integrity. Multiple regression analysis revealed that all five marketing elements significantly influenced purchase intention, with Livestreaming demonstrating the strongest effect, followed by Content Quality, Influencer Marketing, Special Holiday Promotions, and Viral Marketing. The overall F-test confirmed model significance, explaining 60.5% of the variance in purchase intention. This research contributes theoretically by extending social commerce literature through a multi-element analytical framework, offering practical insights into marketing prioritization for e-commerce stakeholders, and providing a foundation for future studies exploring longitudinal trends and behavioral mechanisms in evolving digital markets.
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References
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