DETERMINASI KONTEN IKLAN DAN ULASAN ONLINE TERHADAP MINAT BELI GEN Z DI KOTA BATAM
DOI:
https://doi.org/10.46773/ajddfq25Keywords:
Advertising Content; Online Reviews; Purchase Intention; Generation Z; Digital MarketingAbstract
This study aims to analyze the influence of advertising content and online reviews on Generation Z's purchasing interest in Batam City, partially and simultaneously. This study uses a quantitative approach with a survey method through the distribution of questionnaires using Google Forms. The research sample consisted of 100 Generation Z respondents in Batam City selected using a purposive sampling technique. Data analysis was carried out using multiple linear regression analysis with the help of Statistical Package for the Social Sciences (SPSS) software, through validity testing, reliability, classical assumption tests, t-tests, F-tests, and coefficients of determination. The results of the study indicate that partially advertising content has a positive and significant effect on purchasing interest, online reviews also have a positive and significant effect on purchasing interest, Simultaneously, advertising content and online reviews also have a significant effect on purchasing interest. The variables of advertising content and online reviews are able to influence 86.1% of the variation in purchasing interest.
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