The Influence of Mental Health and Work-Life Balance on Turnover Intention of Gen Z Employees in Medan City
DOI:
https://doi.org/10.58192/wawasan.v4i2.4352Keywords:
Ad Perception, Digital Advertising, Marketplace, Purchase Intention, Social InfluenceAbstract
This study aims to examine the effect of digital advertising on consumer purchase intention in marketplaces. Given the rapid growth of e-commerce and the use of digital platforms, understanding the influence of digital ads on consumer behavior is crucial. This research employs a quantitative approach with purposive sampling, involving 160 respondents who meet specific criteria, such as being at least 17 years old and having experience in online shopping on marketplaces. Data were collected through a questionnaire measuring respondents' perceptions of digital ads, purchase intention, and other influencing factors such as trust, user experience, and social influence. The results show that perception of digital ads, trust in ads, user experience, and social influence significantly affect consumers' purchase intention. Specifically, ads that are relevant, credible, and aligned with consumers' needs can increase their purchase intention, while a good shopping experience on marketplace platforms also supports the purchase decision. This study provides practical insights for e-commerce companies and marketers to design more effective digital ads to enhance purchase conversion.
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