DEFINITION OF TERMS

 Customer Purchase Intention – This refers to the decision-making process and intention of a
customer to purchase a product or service.
 Digital Marketing – According to American Marketing Association (2023), Digital marketing
defined as the use of various digital tactics and channels to connect with customers online and
fulfill marketing objectives. It encompasses a range of online activities such as email marketing,
social media marketing (SMM), search engine optimization (SEO), content marketing, and more.
 Email Marketing – According to American Marketing Association (2024), Email marketing is a
form of digital marketing that refers to the use of email to attract, engage, and communicate
with potential and existing customers.
 Generation Z – The term "Gen Z" refers to individuals born between the mid-1990s and early
2012s. This generation is recognized for their strong familiarity with digital technology, having
been raised in an era of constant internet and technological advancement.
 Purchase Intention – This refers to an individual’s readiness or willingness to buy a particular
product or service.
 Social Media Marketing - is a form of digital marketing that involves using social media
platforms such as Facebook, Instagram, Twitter, and Tiktok to promote products or services and
engage with customers.

Reference

 American Marketing Association. (2023, March 8). What is Digital Marketing?

https://www.ama.org/what-is-digital-marketing/
 American Marketing Association. (2024, January 22). What is Email Marketing? A Guide for
Beginners. https://www.ama.org/marketing-news/what-is-email-marketing/

RRL
Local

 As mentioned in the study of Buenafe et al. (2022), findings suggest that brand identity plays a
significant role in influencing the purchase intention of Generation Z.
 Buenafe, N. J., Espedido, H. M., Samonte, K. R., & Vitto, A. K. (2022). An analysis of Gen
Z’s electronic gadgets purchase intention in selected cities in Metro Manila. Journal of
Business and Management Studies (Jerash), 4(1), 08–15.
https://doi.org/10.32996/jbms.2022.4.1.2
 As stated by Mergillano et al. (2022), the researchers have found that some elements of online
advertisements are always significant to Late Generation Z. To be more specific, some of these
elements are as follows: (1) the brand logo’s overall style and background meaning, (2) the
informativeness and credibility of an advertisement, (3) the authenticity of an advertisement,
and lastly, (4) the credibility of social media platforms in terms of purchasing products and
services.
 Mergillano, M. R., Nabor, B. G., Halili, R. R., Hinanay, K. G., & Grimaldo, J. R. (2022).
Elements of online advertisements: Its impact on late Generation Z’s purchase
intention. Journal of Business and Management Studies, 4(2), 362–382.
https://doi.org/10.32996/jbms.2022.4.2.28

 According to Dulay et al. (2022), the researchers found that Filipino consumers’ most influential
purchasing behavior on electronic products is the Product-Related Details, specifically the Brand,
Price, Quality, and Advertisement. Filipinos wanted to physically assess the electronic product
but with the restrictions of buying the product online. It is hard to base on all the product
information, reviews, and feedback from other buyers.
 Dulay, F. A., Liban, R., Rustia, J. R., Tayag, M. M., & Castaño, M. C. N. (2022). Generation
Y and Z Filipino consumers’ purchasing behavior on electronic products in Shopee and
Lazada. Journal of Business and Management Studies (Jerash), 4(1), 294–305.
https://doi.org/10.32996/jbms.2022.4.1.30

 The results have shown that all three independent variables are significant to the dependent
variable. It was found that the Perceived Influence of Actors, Product-story Congruence, and
Perceived Influence of Product Function greatly influences the act of purchase of Filipino
audiences.
 Advincula, B. A., De a De M Do R Bernardo, M., & Soriano, A. N. (2021). Measuring the
influence of product placements in Korean dramas on the act of purchase of Filipino
audiences. Journal of Business and Management Studies (Jerash), 3(2), 268–275.
https://doi.org/10.32996/jbms.2021.3.2.28

 As claimed by Gaberamos and Pasaribu (2022), it shows that information quality has a positive
effect on customer perceived value, customer experience has a positive effect on customer
perceived value, price has a positive effect on customer perceived value and service quality has
a positive effect on customer perceived value. In addition, customer perceived value has a
positive influence on purchase intention. All relationships between variables have a positive
influence and significant influence.
 Gaberamos, O., & Pasaribu, L. H. (2022, February 16). The effect of information quality,
customer experience, price, and service quality on purchase intention by using
customer perceived value as mediation variables (Study on GoFood applications on the
millenial generation).
https://iocscience.org/ejournal/index.php/mantik/article/view/2022
  As stated in the study of Ong et al. (2022), finds that increased positive information in product
placements results in an increase in positive attitude and recall. While for brand attitude and
brand recall, these variables influence the respondent’s purchase intentions. Another finding in
this study is that before a consumer intends to purchase a product, the attitude and recall from
the awareness stage plays a significant role. Further, the findings indicate that awareness alone
could not impact purchase intentions. However, when the brand attitude and brand recall are
present, there is a significant effect on consumer response. The study was able to find a
significant relationship between these factors and their impacts on one another. With this, the
study concludes that product placement in Filipino films has a positive relationship with
consumer purchasing intention through brand awareness, attitude, and recall.
 Ong, C. C., Santiago, C. J., & Verdejo, C. K. (2022). Product Placement in Filipino Films:
An approach to Consumer Purchasing Intention. Journal of Business and Management
Studies (Jerash), 4(1), 179–188. https://doi.org/10.32996/jbms.2022.4.1.21

International

 According to Abin et al. (2022), The data has been analyzed using Structural Equation Modeling
(SEM) using the SmartPLS software. The data analysis has proven that other than the variable of
brand image’s influence on purchase intention, each correlation between other variables is
significant. The result of this research is generally useful for start-up businesses as a reference in
implementing brand strategies. By paying attention to the brand image, start-up businesses will
benefit from consumer behavior in terms of customer attitude, intention to purchase, and
customer satisfaction.
 Abin, D. G., Mandagi, D. W., & Pasuhuk, L. S. (2022). Influence of Brand Image on
Customer Attitude, Intention to Purchase and Satisfaction: the Case of Start-Up Brand
Pomie Bakery. www.enrichment.iocspublisher.org.
https://doi.org/10.35335/enrichment.v12i6.960

 The results show that the variables of brand equity including brand awareness, perceived
quality, and brand loyalty have an influence on consumer purchasing decisions. However, brand
association has no effect on purchasing decision. The most influential variable on purchasing
decisions is brand loyalty from all the variables used. Moreover, it is suggested that Shopee
application managers should pay more attention to factors that affect brand equity since it has a
positive and significant influence on online purchasing decisions.
 Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of brand awareness, brand
association, perceived quality, and brand loyalty of shopee on consumers’ purchasing
decisions. Commit Journal (Jakarta), 16(1), 9–18.
https://doi.org/10.21512/commit.v16i1.7583