PleaseDigital Advertising Impact on Sales Performance of Gen Z in Indonesia E-Commerce Just Try to Submit This Sample Abstract
Agung Wijoyo

Faculty of Economics and Business, Bandung Islamic University, Bandung, Indonesia

Abstract

This study investigates the impact of digital advertising effectiveness and contextual relevance on sales performance among Generation Z consumers in Indonesia^s e-commerce market. The purpose of the research is to assess how persuasive clarity and message personalization influence consumer purchase behavior in one of the world^s most rapidly expanding digital economies. A quantitative survey method was applied, targeting 300 socially active Gen Z respondents in the Greater Jakarta area who have experienced online advertising and subsequent purchases. Data were analyzed using multiple regression with robustness checks to validate the results. The findings indicate that both advertising effectiveness and advertising relevance exert significant and positive effects on sales performance, jointly explaining 66.5% of the variance in purchase behavior. The study contributes to marketing theory by extending the application of the AIDA model and the Theory of Planned Behavior within a Southeast Asian digital commerce context. It also provides managerial implications for e-commerce firms and advertisers, highlighting the need for data-driven strategies that integrate creative design with contextual personalization. The originality of this research lies in addressing the combined effect of effectiveness and relevance on sales outcomes, a dimension that remains underexplored in emerging market settings. The results suggest that future research should investigate potential moderating factors such as consumer trust, influencer credibility, and ad fatigue to further explain consumer response in digital ecosystems.

Keywords: Digital Advertising, Advertising Effectiveness, Advertising Relevance, Generation Z, E-Commerce, Purchase Intention, Influencer Marketing, Social Media Marketing.

Topic: Marketing and Fintech in Terms of Islamic Perspective