Persuasive Communication in Influencer Marketing and Financial Product Purchase Decisions: Examining the Roles of Financial Literacy and Customer Acquisition Cost (CAC) Effectiveness among Generation Z and Millennials in Makassar City

Andi Anggi Kemalasari; Hasisa Haruna; Nur Rahmi; Utiana Usman

doi:10.59890/ijaamr.v4i7.278

Authors

Andi Anggi Kemalasari Universitas Negeri Makassar
Hasisa Haruna Universitas Negeri Makassar
Nur Rahmi Universitas Negeri Makassar
Utiana Usman Universitas Negeri Makassar

DOI:

https://doi.org/10.59890/ijaamr.v4i7.278

Keywords:

Influencer Marketing, Financial Literacy, Customer Acquisition Cost (CAC), Purchase Decision, SEM-PLS

Abstract

This study analyzes the impact of persuasive influencer marketing communication on financial product purchase decisions among 234 Generation Z and Millennial respondents in Makassar, examining the moderating roles of financial literacy and Customer Acquisition Cost (CAC) effectiveness using the SEM-PLS method. The results indicate that influencer marketing has a positive and significant effect on purchase decisions. Financial literacy acts as a quasi-moderator that attenuates this effect by fostering critical consumer evaluation. Conversely, CAC effectiveness amplifies the persuasive impact through efficient promotional incentives. Collectively, the model explains 64.2% (R² = 0.642) of the variability in financial product purchase decisions. These findings underscore the importance of educational transparency and tactical incentive efficiency in fintech digital marketing strategies.

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