The Influence of Influencer Marketing and Content Marketing on Impulse Buying in Generation Z (Case Study: Local Shoe Brands in Indonesia)

Abstract

This study aims to analyze the influence of influencer marketing and content marketing on impulse buying in Generation Z in the context of local shoe brands in Indonesia. The approach used is quantitative with a causal-comparative design. Data was collected through an online questionnaire from 150 Gen Z respondents who had bought local shoes online, then analyzed using multiple linear regression through SPSS. The results show that both influencer marketing and content marketing have a positive and partially significant effect on impulse buying, with content marketing showing a stronger influence. Simultaneously, both variables also have a significant effect on impulse buying, with an R² value of 0.38, which means that 38% of the variation in impulse buying can be explained by both independent variables. These findings strengthen the stimulus–response theory and make a practical contribution to local businesses in developing effective digital marketing strategies to encourage impulse purchases among Gen Z.