Social Media Marketing Activities in Increasing Purchase Intent through Consumer Brand Engagement in Trendy Beverage Products among Generation Z in South Tangerang City
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Daman Sudarman*
Djoko Hananto
Helin Garlinia Yudawisastra
Generation Z are the new active social media users with ever-changing loyalties to brands in the time of digital marketing. With beverage brands compete for attention in this field, the correlation between digital engagement and actual purchase behavior will be key. Hence, this study investigates the role of Social Media Marketing Activities on Purchase Intention through Consumer Brand Engagement of lifestyle beverage products among Gen Z. The methodology employed in this study is quantitative, focusing on measurable and predictable social behaviours. This research adopts a positivist paradigm, where objectivity and scientific methods are utilised to generate knowledge. The findings reveal that Social Media Marketing Activities have a favourable influence on Purchase Intention, both directly and through Consumer Brand Engagement.
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