Impact of Social Media Marketing on the Purchase Decisions of Generations Y-Z: A Comparative Study
DOI:
https://doi.org/10.55204/trc.v4i2.e406Keywords:
Generation Y, Generation Z, PurchasesAbstract
The research analyzes the online purchase decisions of Generation Y (Millennials) and Generation Z (Centennials) in the province of Tungurahua, Ecuador. The objective is to identify the consumer profile of these generations, as well as their preferences for national and international products purchased through brand platforms. The study, quantitative in nature, adopted a descriptive approach using primary and secondary sources of information. A questionnaire was used as the instrument, which showed high reliability with a Cronbach's alpha of 0.982, indicating excellent internal consistency. The validity was confirmed with a KMO coefficient of 0.965 and a Bartlett's significance level of 0.000, making it suitable for application. The categorical analysis revealed that, regardless of educational level, Generations Y-Z in Tungurahua perceive incomes corresponding to the unified basic salary of $450 in 2023, especially Generation Z. Additionally, it was found that most online purchases focus on technology products, with a greater inclination among those working in the public sector, reflecting the centrality of technology
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