The Influence of Social Media Marketing, Influencer Credibility, and Brand Image on Generation Z's Purchase Intention with Price as a Moderating Variable

This study aims to analyze the influence of social media marketing, influencer credibility, and brand image on Generation Z purchase intentions, with price as a moderating variable. The development of digital technology and Generation Z's heavy use of social media make digital marketing an important strategy for companies to attract consumer interest. In addition, influencers and the creation of a positive brand image are considered capable of influencing consumer purchasing decisions in the digital era. However, price remains a major consideration that can strengthen or weaken consumer purchase intentions towards a product. This study uses a quantitative approach with a survey method by distributing questionnaires to Generation Z respondents who actively use social media. The sampling technique used purposive sampling with the criteria of respondents aged 17–27 years and having searched for product information through social media. Data analysis was carried out using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with the help of the SmartPLS application. Testing was carried out through the outer model and inner model to determine the validity, reliability, and relationships between research variables. The results of the study indicate that social media marketing, influencer credibility, and brand image have a positive and significant influence on Generation Z's purchase intention. Furthermore, price is proven to moderate the relationship between social media marketing, influencer credibility, and brand image on purchase intention. Prices that are in line with product quality and benefits can strengthen the influence of independent variables on consumer purchase intention. This study implies that companies need to optimize digital marketing strategies, select credible influencers, build a positive brand image, and set competitive prices to be able to increase Generation Z's purchase intention in the digital era.