ROLE OF SOCIAL MEDIA INFORMATION QUALITY, FREQUENCY OF USE, AND POLITICAL MARKETING IN INCREASING TRUST AND POLITICAL ENGAGEMENT AMONG GEN Z WOMEN

Saputri, Arini and Hamid, Rahmat Solling and Dewintari, Putri (2025) ROLE OF SOCIAL MEDIA INFORMATION QUALITY, FREQUENCY OF USE, AND POLITICAL MARKETING IN INCREASING TRUST AND POLITICAL ENGAGEMENT AMONG GEN Z WOMEN. ROLE OF SOCIAL MEDIA INFORMATION QUALITY, FREQUENCY OF USE, AND POLITICAL MARKETING IN INCREASING TRUST AND POLITICAL ENGAGEMENT AMONG GEN Z WOMEN, 6 (1). pp. 151-168. ISSN 2721-2971

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Abstract

Journal Bima (Busiiness, Management And Accountiing), Vol. 6 No. 1 2025 page: 151 – 168| 151 Bima Journal – Bussiness Management and Accounting Available online at : http://journal.pdmbengkulu.org/index.php/bima DOI: https://doi.org/10.37638/bima. 6.1.151-168 ROLE OF SOCIAL MEDIA INFORMATION QUALITY, FREQUENCY OF USE, AND POLITICAL MARKETING IN INCREASING TRUST AND POLITICAL ENGAGEMENT AMONG GEN Z WOMEN Arini Saputri1*, Rahmad Solling Hamid2, Putri Dewintari3 1,2,3) Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Palopo. *Corespondent Author: arinisaputri@student.umpalopo.ac.id How to Cite : Saputri, A; Hamid, R. S.; Dewintari, P. (2025). Role of Social Media Information Quality, Frequency of Use, and Political Marketing in Increasing Trust and Political Engagement among Gen Z Women. Bima Journal : Business, Management and Accounting Journal, 6 (1). DOI: https://doi.org/10.37638/bima. 6.1.151-168 ARTICLE HISTORY Received [18 February 2025] Revised [17 April 2025] Accepted [17 May 2025] ABSTRACT Purpose: To investigate the impact of social media information quality, frequency of use, and political marketing activities on political trust and engagement among Gen Z women. Method: A quantitative survey was conducted with 250 respondents. The data was analyzed using partial least squares structural equation modeling (PLS- SEM). Results: The study found that social media information quality significantly increased political trust but had no direct impact on political engagement. The frequency of social media use positively affected both political trust and engagement. Political marketing activities via social media increased trust but did not directly influence political engagement. Findings: Trust plays a significant mediating role in linking political marketing activities with political engagement. The frequency of social media use, previously overlooked, is a crucial factor in political engagement. Novelty: This study highlights the role of social media use frequency as a key factor in political engagement among Gen Z women. Originality: This research fills a gap in political marketing by examining the relationships between social media information quality, frequency of use, political marketing activities, political trust, and political engagement among Gen Z women. Conclusions: To boost political engagement among Gen Z women, political marketers should focus on creating quality social media content and increasing interaction frequency, while recognizing the key role of trust in fostering engagement. Paper Type: Empirical Research Article.

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