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The data used in this study are primary data obtained through the distribution of questionnaires to Generation Z respondents. The questionnaire was designed to analyze the effect of information-seeking motivation on the relationship between attributes toward sponsored posts and need fulfillment on Generation Z’s purchase intention. All respondents’ answers were collected and processed in the form of a Microsoft Excel file for research analysis. In the Excel file, each row represents one respondent, while each column represents statement items from each research variable. The attributes toward sponsored posts variable measures respondents’ perceptions of the characteristics of sponsored advertisements on social media, the information-seeking motivation variable measures respondents’ motivation to seek information through sponsored posts, the need fulfillment variable measures the extent to which sponsored posts fulfill respondents’ needs, and the purchase intention variable measures respondents’ intention to purchase the advertised products. All questionnaire items were measured using a five-point Likert scale, ranging from strongly disagree to strongly agree. The data stored in the Excel format were then used for statistical analysis, including validity and reliability tests, as well as testing the relationships and effects among variables in accordance with the research objectives.