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The influence of digital advertising on purchase intention: a comparative study between generations (X, Y and Z) in the city of Huancayo, Junín
Keywords:
digital advertising, purchase intention, generational segmentation, digital marketing, consumer behaviorAbstract
Objective: To determine the influence of digital advertising on the purchase intention of consumers belonging to generations X, Y, and Z in the city of Huancayo, considering the dimensions of empathy, persuasion, impact, and communication. Methods: The research was conducted under a quantitative, non-experimental, cross-sectional, and comparative design. A structured survey with a five-point Likert scale was applied to a sample of 383 participants from generations X, Y, and Z, selected through probabilistic sampling. Statistical analysis was performed using Spearman’s correlation and ordinal logistic regression in SPSS version 25. Results: The findings showed that digital advertising significantly influences purchase intention across the three generations studied, with a greater impact observed in generation Y or Millennials (Pseudo R²: X=0.288, Y=0.301, Z=0.264; path=0.759; R²=0.577). Although no statistically significant differences were found among generations, specific preferences were identified: generation X values clear and reliable messages, generation Y prioritizes persuasion and authenticity, and generation Z responds positively to visual and interactive stimuli. Conclusions: Digital advertising is a relevant factor influencing purchase intention among generations X, Y, and Z, showing a consistent and homogeneous effect, which supports the importance of designing segmented digital marketing strategies according to generational characteristics.
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Copyright (c) 2026 Wilmer Antonio Aliaga Tabraj, Gerzon Henry Perez Remigio, Cielo Asucena Alcazar Celestino, Katy Alfonso García, Johana Fiorela Armas Gutierrez, Asler Sofía Hurtado Pocomucha, Maryori Diana Ignacio Quispe
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