Exploring the Relationship between Social Media Marketing and Online Purchase Intention Among Gen Z in Sarawak

Connelia, Bato and Asmaul Husna, Haris Fadzilah (2023) Exploring the Relationship between Social Media Marketing and Online Purchase Intention Among Gen Z in Sarawak. In: BORNEO BUSINESS RESEARCH CONFERENCE (BRRC 2023), 23 August 2023, Raia Hotel Convention Centre, Kuching.

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Abstract

Social media marketing has changed buyers' purchasing intentions, overtaking conventional marketing approaches. The marketing approach relies upon social media and e-commerce to get shoppers to constantly explore products and services and read reviews before buying. The objective of this study is to determine the relationship of social media marketing and online purchase intention in the e-commerce sector among Generation Z. Online Purchase Intention is the independent variable in this study's conceptual framework, along with Brand Perception, Online Trust, Perceived Value, and Advertising as its dependent variables. The Theory of Planned Behavior (TPB) is applied in this study. This study uses Krejcie and Morgan (1970) sampling. The researcher uses their chart to calculate the sample size for 136,500 people in Kota Samarahan, Kuching. The study's sample size was 13,521 Gen Z students at the University of Malaysia Sarawak (UNIMAS), Kota Samarahan. A self-administered questionnaire using Google Forms was created and distributed to a sample of 374 Gen Z respondents at UNIMAS. The study found that social media marketing, brand perception, online trust, perceived value, and advertising are expected to significantly influence consumers' e-commerce purchase intentions. Thus, this article contrasts Gen Z's attitudes toward social media and conventional marketing strategies

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