Nanang Suryadi, Fajrul Islam F. Muhammad, Abdurrahman Hakim
This study aims to determine the effect of pop-up ads and digital innovation on online purchase intention among Generation Z in Indonesia, and the mediating role of social media. This study collected 260 samples using purposive sampling technique. The data collection method used a questionnaire with a Likert scale of 1-5. The data test in this study used SEM PLS on 260 collected responses to examine the proposed hypotheses on the relationships among pop-up ads and digital innovation on online purchase intention Generation Z in Indonesia. The results showed that pop-up ads significantly influenced online purchase intention, but the effect is negative. This suggests that the effect is negative, as people perceive them as intrusive. In contrast, digital development significantly influences online purchase intention by improving user experience and transaction efficiency. Furthermore, social media was identified as a key mediator, which is able to drive from pop-up ads and digital developments to online purchase intentions. Marketers and entrepreneurs should be aware of the importance of implementing suitable methods to utilise pop-ups and leverage digital technologies in order to increase user engagement and purchase intentions. Marketers should be careful with pop-up ads to prevent user annoyance and prioritise digital innovations that improve user experience. A wide variety of studies have contributed to evaluating the direct impact of social media on purchase intent. However, other researchers have ignored the impact of mediating variables. This study investigates how social media marketing is able to mediate the effect of pop-up advertising on consumer purchase intentions, especially among Gen Z consumers. Furthermore, this study incorporates digital innovation as a determinant of influence. © 2025 the author(s).
Management Department, Faculty of Economics and Business, Universitas Brawijaya, Indonesia; Management Department, Faculty of Economics, Universitas Pendidikan Ganesha, Indonesia
