| dc.description.abstract | This paper aims to explore the impact of Facebook advertising on Gen Z’s purchase
intention of Lifebuoy’s products with interactive advertising as its driven cause. This
exploration focuses on the influence of Facebooks ads on Gen Z considering these specific
objectives: to measure the performance of interactive advertising in stimulating purchase
intention of Gen Z consumers on Facebook, to analyze Lifebuoy’s interactive advertising
impact on the purchase intention off Gen Z consumers, and to provide better
understanding, consequently giving recommendations to Lifebuoy of advertising strategy
optimization to target Gen Z consumers and provoke their purchase intention. Augmented
Reality, so called by Gen Z consumers as “filter”, is the underlying base for the
examination of interactive advertising. The research adopted the model from the Unified
Theory of Acceptance and Use of Technology (UTAUT2) (Venkatesh et al., 2012),
considering the usage of performance expectancy, hedonic motivation, Habit and the other
3 factors to explain how these factors might predict buyers’ perceptions and intentions
toward items and services on social media advertising. Hypothesis and quantitative
analyzing method were introduced to reflect the significant influence of these factors
towards each other and finally, the influence towards the purchasing behavior of target
customer. The research recorded 300 valid answers over a range of 308 answer collected
from the main target audience. Using both SPSS and AMOS for figure analyze and
quantitative dissection, valid answer serves as an input for the model and the result were
surprising. Informativeness, Perceived Relevance và Performance Expectancy were found
to have the strongest influence towards to Gen’Z purchasing behaviour. Wheres Hedonic
Motivation and Habit having minimal to zero impact to the purchase intention of the target
consumer | en_US |
