‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product

Although the interplay of social media marketing (SMM) on brand image and purchase intention has been studied extensively, insights into link between these variables in context local product remain scarce, specifically from generation Z’s customer point view. Therefore, this study aims to fill theoretical gap by investigating role SMM products perception Z. A survey-based data was collected using purposive sampling 184 respondents The were then analyzed SmartPLS statistical software. result reveals that positively significantly influences Gen product. Meanwhile, a positive predictor intention. Additionally, mediates relationship intention, such image, leading