The Influence of Online Advertising, Sales Promotion, and Event Marketing on Brand Image: The Mediating Role of Brand Experience Among Generation Z Consumers of Vans Products

Abstract

The development of digital marketing has changed how brands build relationships with consumers, particularly Generation Z, who have high involvement with digital media. This study aims to analyze the effects of Online Advertising, Sales Promotion, and Event Marketing on Brand Image with Brand Experience as a mediating variable among Generation Z consumers of Vans products. A quantitative approach with a causal design was employed. Data were collected through questionnaires from 200 respondents aged 17–28 years selected using purposive sampling among Vans consumers at the Vans Store Senayan City Jakarta. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS. The results indicate that Online Advertising, Sales Promotion, and Event Marketing have positive and significant effects on Brand Experience. Sales Promotion, Event Marketing, and Brand Experience have positive and significant effects on Brand Image, whereas Online Advertising has no significant direct effect on Brand Image. Brand Experience significantly mediates the effects of Online Advertising, Sales Promotion, and Event Marketing on Brand Image. The findings highlight the importance of consumer experience as a mechanism linking marketing activities to brand image formation.