The Influence of Salepage Website and Online Media Design on Consumer Purchase Intention: A Case Study of the Zonazy Brand

Abstract

The Zonazy brand faces a lack of unified online media, which negatively affects its sales promotion. Therefore, this research aimed to: 1) design and develop a salepage website, 2) create online media guidelines, and 3) study the influence of website and online media quality on consumers' purchase intention.

           The research instruments included the salepage website, media guidelines, quality assessment forms, and questionnaires. Data were collected from a target sample of 34 Generation Z consumers, aged 18-30, using purposive sampling. The data were analyzed using descriptive statistics and Multiple Linear Regression.

           The results revealed that: 1) the quality assessment of both content and media by experts was at a "good" level (means = 4.25 and 4.33, respectively); 2) website design factors (UX/UI) and the clarity of online media content had a positive influence on the purchase intention for Zonazy products at a statistical significance level of .05.

           In conclusion, user-centric website design (UX/UI) coupled with online media image control according to standard guidelines is a crucial mechanism for building trust and stimulating purchase intention. Businesses can practically apply this empirical knowledge to support online marketing and effectively enhance sales promotion.