The Influence of Lifestyle, Digital Advertising, and Promotion on Purchase Intention towards the Netflix Application: A Study of Generation Z in South Tangerang
DOI:
https://doi.org/10.59890/ijmbi.v4i5.66Keywords:
Lifestyle, Digital Advertising, Promotion, Purchase Intention NetflixAbstract
This investigation aims to assess the extent to which lifestyle orientations, digital advertising exposure, and promotional activities shape the purchase intentions of Generation Z consumers toward the Netflix streaming platform in South Tangerang. Employing a causal quantitative design, the study recruited 120 participants through purposive sampling based on predetermined eligibility criteria. Survey data were gathered using a structured five-point Likert scale instrument administered through an online platform and subsequently subjected to Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis using SmartPLS 4 software. The measurement model demonstrated adequate convergent validity, satisfactory discriminant validity, and sufficient internal consistency across all constructs. The structural model accounted for 62.2% of the variance in purchase intention and exhibited strong predictive capacity (Q² = 0.573). Among the three predictors, lifestyle demonstrated the most substantial and statistically significant contribution (β = 0.468; p = 0.004). Digital advertising, while directionally positive, did not reach statistical significance (β = 0.194; p = 0.159). Promotional strategies similarly yielded a positive but non-significant effect on purchase intention (β = 0.174; p = 0.221).
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