THE IMPACT OF BRAND AWARENESS, CONTENT MARKETING, & CUSTOMER ENGAGEMENT ON FEMALE GEN Z’S PURCHASE INTENTIONS ON INSTAGRAM (STUDY CASE: THENBLANK)

Wizi, Fajri Salsabila (2021) THE IMPACT OF BRAND AWARENESS, CONTENT MARKETING, & CUSTOMER ENGAGEMENT ON FEMALE GEN Z’S PURCHASE INTENTIONS ON INSTAGRAM (STUDY CASE: THENBLANK). Diploma thesis, Universitas Andalas.

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Abstract

Indonesia’s Central Bureau of Statistic stated that nowadays Gen Z dominated the population in Indonesia. This phenomenon drives to the increasing of social media user in Indonesia with Instagram become the top 5 social media that most internet user use. Along with those fact, this study aims to examine the impact of brand awareness, content marketing, and customer engagement in Instagram on female Gen Z’s purchase Intention from one of local clothing brand in Indonesia (Thenblank). This study used quantitative approach with online survey technique. This research found that content marketing and customer engagement positively influence brand awareness. Besides, it’s shows that purchase intention is positively influenced by content marketing, customer engagement, and brand awareness. Lastly, this research also found that content marketing and customer engagement play a positive role on purchase intention with brand awareness as the mediating variable.

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