Digital Marketing Factors Influencing Gen Z Consumer Behaviour in Indonesia's E-Commerce Market

Abstract

This article examines how four key digital marketing factors—Mobile Marketing, Content Marketing, Social Media Marketing, and Email Marketing—affect the purchase behaviour of Generation Z consumers in Indonesia’s rapidly growing e-commerce market. Using a quantitative approach with 500 valid responses, the study evaluates the reliability and validity of the measurement model and tests the structural relationships using SmartPLS. The findings reveal that Content Marketing, Mobile Marketing, and Social Media Marketing significantly and positively influence Consumer Buyer Behaviour, while Email Marketing shows a significant negative effect. These results highlight the importance of personalized, interactive, and visually engaging digital strategies for reaching Gen Z consumers. The study contributes to digital marketing literature and provides practical insights for businesses seeking to optimize their online marketing strategies for Indonesia’s young digital-native population.