THE DIGITAL DOMINO EFFECT: INFLUENCERS, CONTENT MARKETING, AND THE CASCADING IMPACT ON GEN Z’S BRAND PERCEPTION AND PURCHASE INTENTIONS

Authors

Andrew David Pasulatan Universitas Klabat
Deske W. Mandagi Universitas Klabat

DOI:

Keywords:

Influencer Marketing, Content Marketing, Purchase Intention, Generation Z, Consumer Trust, Brand Perception.

Abstract

The rapid growth of digital marketing has elevated the role of influencers and content strategies in shaping consumer behavior, yet research on electronic products remains limited. This study aims to examine the influence of influencer marketing and content marketing on Generation Z’s purchase intention for electronic products, with trust in the influencer and brand perception as mediating factors. A quantitative survey design was employed, collecting responses from two hundred Generation Z individuals aged twelve to twenty-eight who had viewed promotional advertisements of electronic products on YouTube in the past three months. Data were analyzed using structural equation modeling and bootstrapping techniques. The results revealed that influencer marketing on YouTube significantly predicted purchase intention, consumer trust, and brand perception, while content marketing had a direct impact on information-based purchase intention, trust, and brand perception. Mediation analysis indicated that consumer trust significantly mediated the relationship between influencer marketing and purchase intention, whereas brand perception did not. These findings suggest that influencer credibility and consistent content narratives play a more critical role than brand perception alone in shaping Generation Z’s electronics purchasing behavior. Practically, the study highlights the importance for companies to carefully select influencers and maintain consistent messaging when designing YouTube-based marketing campaigns targeting Generation Z audiences.

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