Pengaruh Konten Pemasaran Digital, Brand Awareness, Dan Citra Merek Terhadap Keputusan Gen Z Dalam Pembelian Makanan Lokal Di Surakarta
DOI:
https://doi.org/10.37385/msej.v6i6.9685Keywords:
konten digital pemasaran, brand awareness, citra merek, keputusan pembelian, generasi ZAbstract
Riset ini diarahkan untuk memahami bagaimana konten pemasaran digital, tingkat kesadaran merek, serta citra merek berperan dalam mendorong keputusan konsumen Generasi Z di Surakarta ketika memilih produk makanan lokal. Pendekatan yang diterapkan bersifat kuantitatif, dengan data diperoleh melalui penyebaran kuesioner daring menggunakan Google Form. Pengolahan data dilakukan dengan metode Partial Least Square (PLS) guna menelusuri keterkaitan antar variabel. Temuan penelitian memperlihatkan bahwa materi pemasaran digital tidak memberikan kontribusi berarti terhadap keputusan membeli, sehingga paparan melalui media digital saja belum cukup menjadi pemicu tindakan konsumsi. Di sisi lain, kesadaran merek memberikan pengaruh positif dan signifikan, menandakan bahwa semakin kuat pengenalan konsumen terhadap sebuah merek, semakin besar kecenderungan mereka untuk melakukan pembelian. Adapun citra merek tidak menunjukkan pengaruh yang bermakna, mengindikasikan bahwa persepsi terhadap merek belum menjadi faktor kunci dalam menentukan pilihan terhadap makanan lokal oleh Generasi Z.
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