The Influence of Media Marketing Social to Generation Z Purchase Decisions Through Brand Engagement and Personalization on Brand Planet Surf in City Palopo
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Abstract
Study This aim For analyze the influence of social media marketing to decision purchase consumer Generation Z with role mediation of brand engagement and personalization on Planet Surf Brand in Palopo City in 2025. Research This use approach quantitative with population all over consumer Generation Z in Palopo City who have exposed advertising and doing purchase retail products , both both online and offline . Sample study totaling 100 respondents were determined use technique purposive sampling. Collection data is done through questionnaire structured , whereas data analysis using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with help device soft SmartPLS 4/3. Research results show that social media marketing influential positive and significant towards brand engagement and personalization, but No influential significant in a way direct to decision purchase . Brand engagement and personalization proven influential positive and significant to decision purchase as well as mediate The influence of social media marketing . Implications study This show that company need emphasize personalization and improvement strategies involvement consumer in activity social media marketing For push decision purchase Generation Z.
Keywords:
Social Media Marketing Brand Engagement Personalization Purchasing Decisions Generation ZReferences
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