Website Quality, Social Media Marketing, and Gamification on Gen Z Purchase Intention at Digital Top-Up Platform “X” in West Jakarta: Brand Image as Mediator

Abstract

Top-up game services have become increasingly popular in Indonesia, especially among Generation Z (Gen Z). However, their purchase intention is still not fully optimal despite high levels of internet usage and intensive gaming activity. This study aims to examine how website quality, social media marketing, and gamification influence purchase intention among Gen Z users of the digital top-up platform “X” and to analyse the role of brand image as a mediating variable. The research employs a quantitative survey method using an online questionnaire distributed via Google Form to 241 Gen Z respondents in West Jakarta who have used or are familiar with platform “X”. Data are analysed using PLS-SEM. The findings show that website quality, social media marketing, and gamification each have a positive and significant effect on purchase intention. Social media marketing also has a positive and significant influence on brand image, while brand image positively and significantly affects purchase intention. In addition, brand image plays a significant mediating role in the relationship between social media marketing and purchase intention. These results highlight the importance of strengthening website quality, gamification features, and social media marketing in order to build a strong brand image and increase purchase intention among Gen Z users in the digital top-up industry.