Paper Title
The Influence of Digital Marketing and Brand Awareness on Purchase Intention of Generation Z Customer in Thailand

Abstract
The goal of this study was to investigate how digital marketing and brand awareness affect the purchase intention of Generation Z customers in Thailand. This is quantitative research. According to Yamane (1973), the research sample consisted of 400 consumers picked at random. The data were collected using a 5-point Likert scale questionnaire with a reliability of 0.950. Data analysis employed descriptive and inferential statistics such as frequency, percentage, mean, standard deviation, Spearman's correlation analysis, and multiple regression analysis. According to the findings, digital marketing has a 14.10% predictive value for customer purchase intention. Engagement indicators exhibited the largest influence, followed by website traffic metrics, with standardized coefficients (β) of 0.306 and 0.211, respectively, at a significance level of 0.05. Furthermore, brand awareness influenced customer purchase intention by 40.70%. Customers who were unfamiliar of the brand had the largest influence, followed by brand recognition and brand recall with standardized coefficients (β) of 0.307, 0.251, and 0.231, respectively, at the significance level of 0.05. To increase long-term customer purchase intention, entrepreneurs should design a strategy that focuses on meaningful communication and true connections with Generation Z customers, as well as enabling customers to voice their thoughts and participate in online activities. Entrepreneurs should also increase brand engagement and use experiential marketing that customers can interact with in order to develop long-term purchase intention. Keywords - Digital marketing, Brand awareness, Customer purchase intention, Generation Z customer, Brand engagement.