THE INFLUENCE OF MEME MARKETING ON PURCHASE DECISION: THE MEDIATING ROLE OF CONSUMER ENGAGEMENT

Authors

  • Mutiara Ananda Putri Islamic Economics and Business, UIN Raden Mas Said Surakarta, Surakarta, Indonesia
  • Kisti Nur Aliyah Islamic Economics and Business, UIN Raden Mas Said Surakarta, Surakarta, Indonesia

DOI:

https://doi.org/10.24034/icobuss.v5i1.782

Abstract

The growth of digital media has transformed marketing strategies, with Generation Z recognized as a key segment due to their active use of TikTok and preference for creative visual content. In this context, Netflix adopts meme marketing on TikTok to capture attention and encourage interaction. However, previous studies show inconsistent findings regarding the effect of meme marketing on consumer behavior, often highlighting the role of consumer engagement. This study examined whether meme marketing influences purchase decisions among Gen Z in Solo Raya, with consumer engagement acting as a mediating factor. Data were obtained from 150 respondents aged 18–28 who had interacted with Netflix’s meme content on TikTok. Using purposive sampling, the data were analyzed with SEM-PLS version 3.0. Results indicate that meme marketing has a positive and significant impact on purchase decisions, with consumer engagement playing a mediating role.

Downloads

Published

2025-12-17

How to Cite

Putri, M. A., & Aliyah, K. N. (2025). THE INFLUENCE OF MEME MARKETING ON PURCHASE DECISION: THE MEDIATING ROLE OF CONSUMER ENGAGEMENT. International Conference of Business and Social Sciences, 5(1), 1418–1429. https://doi.org/10.24034/icobuss.v5i1.782

Issue

2025: 5th International Conference on Business and Social Sciences

Section

International Conference of Business and Social Sciences