EXPLORATORY FACTOR ANALYSIS OF SHOPEE'S CREATIVE CAMPAIGN ON THE PURCHASE INTENTION OF JAKARTA’S GEN Z
Keywords:
Creative Campaign, Exploratory Factor Analysis, Purchase Intention, Shopee Super Shopping Day, Generation Z.Abstract
This study examines the latent factor structure underlying Generation Z’s perceptions of Shopee’s Super Shopping Day 11.11 creative campaign in 2024 and its relevance to purchase intention. Despite the growing use of large-scale creative campaigns in digital commerce, limited empirical research has explored how such campaigns are perceived holistically by Generation Z audiences and how these perceptions form underlying dimensions of marketing communication. Grounded in the integrated marketing communication framework, this study conceptualizes creative campaigns as a set of communication stimuli that generate latent perceptual factors influencing purchase intention. A quantitative research design was employed using survey data collected from Generation Z respondents in Jakarta who were exposed to Shopee’s 11.11 campaign. The data were analyzed using descriptive statistics and Exploratory Factor Analysis (EFA) with SPSS 26 to identify the underlying factor structure of the campaign elements. The results indicate that the data met the adequacy requirements for factor analysis, as demonstrated by satisfactory Kaiser–Meyer–Olkin and Bartlett’s Test values. The EFA results reveal several distinct latent factors that represent key dimensions of Shopee’s creative campaign as perceived by Generation Z. The findings suggest that Shopee’s 11.11 creative campaign forms a structured set of marketing communication dimensions that are closely associated with Generation Z’s purchase intention. These results provide practical implications for the development of future creative campaigns, particularly in optimizing message delivery, promotional appeal, and audience engagement strategies to enhance marketing communication effectiveness.
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Copyright (c) 2026 Trinia Rachmawati, Elisabeth Nugrahaeni P. (Author)
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