PREPARING BUSINESSES FOR THE NEXT TECH REVOLUTION: AN ANALYSIS OF QUANTUM READINESS
DOI:
https://doi.org/10.1234/aira.v4i1.75Keywords:
content quality, influencer marketing, livestreaming, purchase intention, e-commerce, digital marketing, social commerce, Generation ZAbstract
This study investigates the impact of content quality, special holiday promotions, influencer marketing, viral marketing, and livestreaming on consumer purchase intention within e-commerce platforms in Jakarta, Indonesia, focusing on the evolving dynamics of Generation Z consumer behavior. As Jakarta’s digital market grows rapidly due to high smartphone penetration and social media engagement, businesses increasingly adopt multifaceted marketing strategies to differentiate themselves. However, existing research often examines these strategies in isolation, leaving gaps in understanding their combined effectiveness. To address this, the study employs a quantitative correlational design, collecting data from 100 Generation Z consumers in Jakarta who frequently engage with e-commerce platforms. A structured questionnaire using a 5-point Likert scale measured key variables, with validity confirmed via Pearson correlations (r > 0.195) and reliability established through Cronbach’s Alpha values exceeding 0.70. Classical assumption tests verified normality, homoscedasticity, and absence of multicollinearity. Multiple regression analysis revealed that four strategies—content quality (β = 0.284, t = 3.517, p = 0.001), livestreaming (β = 0.227, t = 2.813, p = 0.006), influencer marketing (β = 0.193, t = 2.235, p = 0.028), and special holiday promotions (β = 0.179, t = 2.136, p = 0.035)—significantly positively influenced purchase intention, while viral marketing showed marginal significance (β = 0.154, t = 1.871, p = 0.064). Content quality emerged as the strongest predictor, followed by livestreaming, influencer marketing, and special holiday promotions. The collective model explained 58.8% of variance in purchase intention (adjusted R² = 0.567) and demonstrated overall significance (F = 26.852 > F-table 2.31, p < 0.001). These findings advance social commerce theory by empirically validating the continued primacy of content quality and the rising importance of interactive formats like livestreaming in shaping consumer decisions. Practically, the study underscores the need for businesses to prioritize integrated strategies that balance foundational elements (content) with emerging tools (livestreaming) to maximize engagement. Contextual insights highlight Jakarta’s market readiness for innovative digital tactics, offering a template for similar emerging economies. This research lays a foundation for future studies on cross-cultural variations, longitudinal trends, and the interplay between marketing strategies and evolving technologies in dynamic e-commerce ecosystems.
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