‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product

Abstract

Although the interplay of social media marketing (SMM) on brand image and purchase intention has been studied extensively, insights into the link between these variables in the context of the local product remain scarce, specifically from generation Z’s customer point of view. Therefore, this study aims to fill this theoretical gap by investigating the role of SMM on brand image and purchase intention of local products in the perception of generation Z. A survey-based data was collected using purposive sampling from 184 respondents of generation Z. The data were then analyzed using SmartPLS statistical software. The result reveals that SMM positively and significantly influences the brand image and Gen Z’s intention to purchase the local product. Meanwhile, brand image was a positive predictor of purchase intention. Additionally, brand image mediates the relationship between SMM and purchase intention, such that SMM influences brand image, leading to purchase intention.Meskipun interaksi Social Media Marketing (SMM) pada brand image (citra merek) dan niat beli telah dipelajari secara ekstensif, wawasan tentang hubungan antara variabel-variabel ini dalam konteks produk lokal tetap langka, khususnya dari sudut pandang pelanggan generasi Z. Oleh karena itu, penelitian ini bertujuan untuk mengisi kesenjangan teoretis tersebut dengan menyelidiki peran SMM terhadap citra merek dan niat beli produk lokal dalam persepsi generasi Z. Data berbasis survei dikumpulkan menggunakan purposive sampling dari 184 responden generasi Z. Data kemudian dianalisis menggunakan perangkat lunak statistik SmartPLS. Hasilnya menunjukkan bahwa SMM secara positif dan signifikan mempengaruhi brand image (citra merek) dan niat Gen Z untuk membeli produk lokal. Sementara itu, citra merek merupakan prediktor positif niat beli. Selain itu, citra merek memediasi hubungan antara SMM dan niat beli, sehingga SMM memengaruhi citra merek, yang mengarah ke niat beli.