The Role of Digital Marketing in Shaping Purchase Intention: A Study of Gen Z Consumers in Makassar
Muhammad Ilham Wardhana Haeruddin, Hasnidar & Ushwa Dwi Masrurah Arifin Bando · Asian Journal of Education and Social Studies · 2025
Aims: This study seeks to examine and validate the impact of the digital advertising strategies utilized by Shopee on the purchasing interest of Generation Z, focusing on students from the Faculty of Economics and Business, Makassar State University. Study Design: Quantitative d...
Open access
Research Article
10.9734/ajess/2025/v51i102581