THE INFLUENCE OF SOCIAL MEDIA AND E-COMMERCE ON INTEREST IN PURCHASING TYPICAL PALEMBANG SONGKET CLOTH FOR GEN Z IN PALEMBANG CITY

Abstract

Palembang songket cloth is one of Indonesia's most valuable cultural heritages, reflecting the glory of history and the complexity of traditional weaving art. Songket in Palembang has a long history, with some even suggesting that it dates back to the Sriwijaya Kingdom. Songket motifs often incorporate symbols from pre-Islamic times, which were later adapted to Islamic traditions during the Palembang Darussalam Sultanate. The influence of social media on purchasing intention can be analyzed through a digital marketing framework encompassing visual content, information, promotion, and credibility. This study aims to determine the influence of social media and e-commerce on songket purchasing intention among Gen Z in Palembang. This study is a quantitative descriptive study and employs an experimental research method. The sample size is 100 students from the Faculty of Economics, Sriwijaya University. The tool used in this study was SPSS 26. The results of this study showed that Social Media and E-Commerce had a significant influence on purchasing interest in Gen Z in the city of Palembang with a calculated F value greater than the F table, namely 109,896> F table 3.087.