The Effect of Storytelling Marketing, Scarcity Marketing, and User-Generated Content on Purchase Intention

Purpose – This study aims to identify and explain the effects of storytelling marketing, scarcity marketing, and user-generated content (UGC) on the purchase intention of Generation Z in Bali toward Cloud Cakes products. Design/Methodology/Approach – The study employed an explanatory quantitative approach. Data were collected through questionnaires from 150 respondents selected using purposive sampling. The research instruments met the required validity and reliability criteria, and the data passed the classical assumption tests. Data were analyzed using multiple linear regression and hypothesis testing with IBM SPSS Version 27. Findings – The results indicate that storytelling marketing has a positive and significant effect on purchase intention, while user-generated content also has a positive and significant effect on Generation Z’s purchase intention toward Cloud Cakes products. In contrast, scarcity marketing does not have a significant effect on purchase intention. Originality/Value – The study provides empirical insight into the effectiveness of different digital marketing strategies in influencing Generation Z consumers in Bali, particularly in the context of Cloud Cakes products. The findings highlight that storytelling marketing and user-generated content are more effective in encouraging purchase intention, whereas scarcity marketing does not significantly influence this consumer segment.