Effect of Viral and Contra Marketing on Online Decision Making in Gen Z Via Product Attractiveness in Influencer Moderation on E-Commerce in South Kalimantan

Abstract

Introduction: As one of the world's most populated nations, Indonesia has seen a sharp increase in the use of digital technologies.  Internet usage is expected to reach 215 million users by the end of 2024, according to Data Reportal's "Digital 2024 Indonesia" research.  There are 139 million active social media users (49.9%), 185.3 million internet users (66.5%), and 353.3 million mobile devices (128% of the population) out of a total population of 278.7 million.

Objectives: To analyze the effect of viral marketing on product attractiveness, To analyze the effect of contra marketing on product attractiveness, To analyze the effect of product attractiveness on online decision making, To analyze the moderating role of influencers in the relationship between product attractiveness and online decision making

Methods: This study employs a quantitative approach with the type of research known as causal explanatory research.  The aim of this study is to examine the effects of independent and dependent variables (viral and anti-marketing), intervening variables (product attractiveness), and moderating variables (influencers) on the online purchasing behavior of Generation Z in Kalimantan Selatan.

Results: This study employs a quantitative approach with the type of research known as causal explanatory research.  The aim of this study is to examine the effects of independent and dependent variables (viral and anti-marketing), intervening variables (product attractiveness), and moderating variables (influencers) on the online purchasing behavior of Generation Z in Kalimantan Selatan.

Conclusions: According to this study, product attractiveness serves as a major mediating factor in the enormous influence that viral and counter marketing have on Generation Z's online buying decisions in South Kalimantan.  The effectiveness of interesting and shareable material in grabbing Gen Z's attention is demonstrated by viral marketing's greater impact when compared to counter marketing.  Due to Gen Z consumers' strong sensitivity to aesthetic appeal, useful features, and emotional value, product beauty itself is a major factor in influencing online buying habits.