Social Media Savvy: How Digital Technology Shapes Online Purchase Intentions

The research objects focus on the following construct:
1. Attitude towards Social Media Marketing
2. Subjective Norms towards Social Media Marketing
3. Perceived Behavioral Control towards Social Media Marketing
4. Online Purchase Intention

The sampling technique used is purposive sampling to Indonesian generation Z, who are active users of social media and have the potential to make online purchases through digital platforms with the criteria of respondents are individuals aged at least 18 years, domiciled in the city of Bandung, actively using social media, and have seen or been exposed to marketing content through social media.

Online questionnaires based on the theory of Planned Behavior (TPB) framework were distributed in a cross-sectional manner from March to April 2025. These questionnaires measured attitudes toward social media marketing, social norms toward social media marketing, perceptions of behavioral control toward social media marketing, as well as intentions to make online purchases. The measurement scale used is Likert 5 points, ranging from "1 = strongly disagree" to "5 = strongly agree".