The Effectiveness of Digital Marketing Visual Content and Chat Experience on Gen Z Consumers' Purchasing Decisions

Abstract

Purpose This study aims to determine the extent of the influence of visual content (images/video) and chat experience in digital marketing on the purchasing decisions of Gen Z (young people aged 12-27) in Palembang City.

Methodology/approach This research used a quantitative (associative) survey method. Data was collected from 100 Gen Z respondents (aged 12-27) in Palembang City via an online questionnaire with a Likert scale. Data analysis was performed using SPSS version 24.00 software, employing multiple linear regression, t-tests, and F-tests.

Results/findings The main results show that visual content and chat experience each (partially) have a positive and significant effect on Gen Z's purchasing decisions. When tested together (simultaneously), both factors also had a significant influence. The study found that 74.9% of Gen Z's purchasing decisions can be explained by the combination of visual content quality and chat experience.

Conclusions The main conclusion is that an effective digital marketing strategy for Gen Z must combine two things: emotionally appealing visual elements and a responsive (quick to reply) and trust-building chat experience.

Limitations This study was limited to only two variables (visual content and chat) and was conducted only in Palembang City. Therefore, the results may not be generalizable to other regions or broader populations.

Contribution This study provides a practical contribution to business practitioners and marketers by offering tangible guidance on the importance of investing resources in quality visual content and chat services to win over Gen Z consumers. Academically, this research serves as a foundation for future researchers in the digital marketing field to explore other factors influencing Gen Z.