Short answer

Develop digital marketing campaigns that are not only persuasive but also contribute to building a robust and appealing brand image for local products targeting Gen Z.

Field: Innovation & Markets
Source: Jurnal Ilmu Manajemen Advantage (2025)
Method: Quantitative research using online surveys and structural equation modeling (PLS-SEM).
Sample: 150-250 participants
Evidence: Strong effect

Authentic and interactive digital marketing strategies significantly boost Gen Z's purchase decisions for local products, with brand image acting as a key mediator. This innovation & markets research insight is drawn from a 2025 study published in Jurnal Ilmu Manajemen Advantage. Using Quantitative research using online surveys and structural equation modeling (pls-sem). with 150-250 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Develop digital marketing campaigns that are not only persuasive but also contribute to building a robust and appealing brand image for local products targeting Gen Z.

Study

Innovation & MarketsNew This WeekStrong effect

Digital Marketing Amplifies Local Product Purchase Intent in Gen Z via Brand Image

Authentic and interactive digital marketing strategies significantly boost Gen Z's purchase decisions for local products, with brand image acting as a key mediator.

Jurnal Ilmu Manajemen Advantage · 2025

Key Findings

01Digital marketing has a positive direct influence on purchase decisions.
02Digital marketing has a positive indirect influence on purchase decisions through brand image.
03Brand image significantly mediates the relationship between digital marketing and purchase decisions.

Application

Design takeaway

Develop digital marketing campaigns that are not only persuasive but also contribute to building a robust and appealing brand image for local products targeting Gen Z.

How to apply

When designing digital marketing strategies for local brands, focus on interactive content (e.g., user-generated content, live Q&As) and ensure brand messaging consistently reinforces positive attributes.

Project actions

01Clearly define 'digital marketing' and 'brand image' for your specific project.
02Consider how to measure the 'authenticity' and 'interactivity' of digital marketing.

Method & Evidence

AimTo investigate the direct and indirect effects of digital marketing on Generation Z's purchase decisions for local products, with a specific focus on the mediating role of brand image.

MethodQuantitative research using online surveys and structural equation modeling (PLS-SEM).

ProcedureAn online survey was administered to Generation Z consumers who had previously purchased local products. Data were analyzed using Partial Least Squares–Structural Equation Modelling to assess the relationships between digital marketing, brand image, and purchase decisions.

Sample150-250 participants

ContextConsumer behavior, local product markets, digital marketing, Generation Z.

Variables

IVDigital marketing (e.g., social media engagement, online advertising, content marketing)

DVPurchase decisions for local products

CVDemographics (Generation Z), prior purchase experience with local products, product category.

Strengths & Limitations

Strengths

+Utilizes a robust statistical method (PLS-SEM) for analyzing complex relationships.
+Focuses on a relevant and growing consumer segment (Gen Z).

Limitations

Online surveys may suffer from self-reporting bias, and the specific digital platforms used by Gen Z can vary.

Reliability & validity

The use of PLS-SEM provides a framework for assessing the reliability and validity of the proposed model, though specific measures would need to be detailed.

Think critically

How might the specific digital platforms and content formats used by Gen Z influence the effectiveness of these marketing strategies?

Design Principles

"Leverage digital channels to cultivate brand authenticity and engagement, thereby enhancing consumer purchase intent."

Understanding how digital touchpoints influence consumer behavior is critical for market entry and growth. This insight highlights the dual role of digital marketing in directly impacting sales and indirectly building brand equity, which is essential for long-term market success.

What This Means for Your Design

For Gen Z, seeing cool stuff online about a local brand makes them want to buy it, especially if the brand has a good reputation online.

How to use in your project

1.Reference this study when discussing the impact of digital strategies on consumer behavior and brand perception in your design project.

Add to My Project

Quick Cite

Paragraph starter

Research by Zulkarnain (2025) indicates that digital marketing significantly influences Generation Z's purchasing decisions for local products, with brand image acting as a crucial mediating factor. This suggests that for design projects targeting this demographic, a focus on authentic, interactive digital strategies is essential for building brand equity and driving sales.

Source

Jurnal Ilmu Manajemen Advantage

The Influence of Digital Marketing and Brand Image on Local Product Purchase Decisions Among Gen Z

journal · 2025

View source

Questions About This Research

What does the research say about digital marketing amplifies local product purchase intent in gen z via brand image?: Develop digital marketing campaigns that are not only persuasive but also contribute to building a robust and appealing brand image for local products targeting Gen Z. Evidence: Jurnal Ilmu Manajemen Advantage (2025).
Why does "Digital Marketing Amplifies Local Product Purchase Intent in Gen Z via Brand Image" matter for design?: Understanding how digital touchpoints influence consumer behavior is critical for market entry and growth. This insight highlights the dual role of digital marketing in directly impacting sales and indirectly building brand equity, which is essential for long-term market success.
How can designers apply this research?: Develop digital marketing campaigns that are not only persuasive but also contribute to building a robust and appealing brand image for local products targeting Gen Z.
What were the main findings?: Digital marketing has a positive direct influence on purchase decisions.. Digital marketing has a positive indirect influence on purchase decisions through brand image.. Brand image significantly mediates the relationship between digital marketing and purchase decisions.
What research method was used?: Quantitative research using online surveys and structural equation modeling (PLS-SEM). with 150-250 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2025 journal from Jurnal Ilmu Manajemen Advantage.
What should I do differently in my next project?: When designing digital marketing strategies for local brands, focus on interactive content (e.g., user-generated content, live Q&As) and ensure brand messaging consistently reinforces positive attributes.
What are the limitations?: The study focuses on a specific demographic (Gen Z) and geographic context (Indonesian local products), which may limit generalizability to other populations or product categories.