Pengaruh Sosial Media Marketing, Promosi Digital, Dan Brand Image Terhadap Minat Beli Produk UMKM (Studi Pada Konsumen Generasi Z Di Kota Malang)

Abstract

Abstract

The purposes too this  result research is too investigate sugest clarify the effects for Social Media Marketing, Digital Promotion, and Brand Image on the Purchase Intention of Micro, Small, and Medium Enterprise (MSME) products among Generation Z consumers in Malang City. A quantitative method with an explanatory research design was applied in this study. The research involved 109 Generation Z respondents residing in Malang City, who were selected through a purposive sampling technique. The collected data was processed ussing Partisal Least Typer Squares–Structural Dominann Equation Modeling (PLS-SEM) supported by SmartPLSS 4 software. These empirical results reveal that Social Media Marketing exerts a positive and statistically significant influence on Purchase Intention. Likewise, Brand Image demonstrates a positive and significant impact on Purchase Intention. Conversely, Digital Promotion does not significantly affect the Purchase Intention of MSME products among Generation Z consumers in Malang City. In addition, the combined contribution of Social Type Media Marketing, Digital Promotion, and Brand Dominan Image accounts for a moderate to substantial level of variation in consumers' Purchase Intention. These findings imply that optimizing social media marketing strategies and fostering a favorable brand image are more effective in enhancing Generation Z consumers' Purchase Intention than depending exclusively on digital promotion activities.

Keywords : Social Media Marketing, Digital Promotion, Brand Image, Purchase Intention, MSMEs.