THE INFLUENCE OF SOCIAL MEDIA MARKETING, BRAND IMAGE, AND BRAND TRUST ON GENERATION Z’S PURCHASE INTENTION OF “K-POP MERCH,” WITH E-WOM AS A MODERATOR OF SOCIAL MEDIA MARKETING

Abstrak

The rapid advancement of digital technology has significantly transformed communication, with social media playing a central role in the fast and borderless exchange of information. Twitter (now X), Tik Tok, Instagram, Tik-Tok are one of the most frequently used platforms by Generation Z, serving not only for entertainment but also as a source of information and influence in purchasing decisions, particularly in the context of K-Pop merchandise. This study examines the effect of digital marketing and brand Image, Brand Trust  on purchase Intention among Kpop Merch buyer. The research used a quantitative approach with 407 respondents collected through an online survey. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Drawing on previous studies by Erkan & Evans (2016) and Wang et al. (2018), the research adopts a quantitative approach to analyze consumer perceptions and behavioral intentions. The findings are expected to provide insights into how digital interactions and peer influence affect consumer decisions and offer strategic input for brands leveraging eWOM in the K-Pop industry. The results indicate that Social media marketing, Brand Image, Brand Trust in Purchase Intention, E-WOM has a positive effect on purchase Intention, while Customer Engagement cannot modarate relation Brand Trust with Purchase Intention. These findings provide insights for Kpop Merch companies in designing effective Social Media marketing strategies.