THE IMPACT OF SOCIAL MEDIA MARKETING INNOVATION ON PURCHASE INTENTION AMONG GEN-Z CONSUMERS

Abstract

This study aims to examine the impact of user-generated content collaboration (UGCC) as a form of social media marketing innovation on the purchase intention of Gen-Z consumers. A quantitative descriptive approach was used, involving 100 respondents aged 18–25 years who are active users of social media platforms such as TikTok and Instagram. Data were collected through an online questionnaire and analyzed descriptively to identify general patterns and tendencies in consumer responses. The findings show that Gen-Z respondents perceive collaborative campaigns as more authentic, trustworthy, and engaging compared to traditional advertisements. When brands invite users to co-create or share content, it enhances their sense of connection, credibility, and motivation to make a purchase. The results support Social Proof Theory (Cialdini, 2001), the Theory of Planned Behavior (Ajzen, 1991), and the Innovation Diffusion Theory (Rogers, 2003), confirming that social influence, positive attitudes, and early adoption shape purchase decisions in digital environments. This study contributes to marketing research by highlighting UGCC as an effective strategy for brands to strengthen engagement and attract younger consumers in the digital era.