Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 6 no. 11 (2025)

Scroll, Click, Buy: The Influence of Digital Marketing, Engagement, and Brand Awareness on Gen Z Indonesia's Purchase Intentions

Dede Suleman | Ida Zuniarti | Aprilia Puspasari | Nurzalinar Joesah | Lukman Hakim

Discipline: Education

 

Abstract:

This study examines the influence of digital marketing experience, en-gagement, and brand awareness on the purchase intentions of Genera-tion Z in Indonesia. Drawing from the Stimulus–Organism–Response (SOR) and Cognitive–Affective–Conative (CAC) models, this research integrates emotional and behavioral responses to short-form digital marketing content. A quantitative design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed on 220 active Gen Z social media users. The results reveal that digital marketing ex-perience significantly affects engagement and brand awareness, which in turn drive purchase intention. The findings underscore the im-portance of emotional engagement and authenticity in enhancing con-sumer response to short video marketing. The study extends the CAC model into the short video marketing context and offers practical im-plications for digital marketers.re effective and impactful digital mar-keting strategies.



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