Beyond Content Format: Explaining Generation Z Purchase Decisions through Emotional Engagement, Authenticity, Trust, and Purchase Intention
DOI:
https://doi.org/10.59890/ijist.v4i8.52Keywords:
Social Media Marketing, Storytelling Content, Hard-Selling Content, Generation Z, Purchase DecisionAbstract
This study investigates how storytelling and hard-selling content influence purchase decisions among 120 Generation Z social-media users in Banjarmasin, Indonesia. Using a quantitative cross-sectional survey and purposive sampling, the study found that storytelling content positively predicted purchase decisions [(B = 0.695, \beta = 0.599, p < 0.001; R^2 = 0.358)]. Hard-selling content also had a positive effect [(B = 0.625, \beta = 0.611, p < 0.001; R^2 = 0.373)]. However, no significant difference was found between the two formats [(p = 0.804)]. The findings suggest that Generation Z combines emotional and rational evaluations in social-media purchasing decisions. Emotional engagement, authenticity, trust, and purchase intention are proposed as mechanisms for future research. Marketers should combine authentic storytelling with clear product information
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