From 4ps to 4es: Drivers of Phygital Purchase Intention in Generations Y and Z

Gunawan, Djohan (2026) From 4ps to 4es: Drivers of Phygital Purchase Intention in Generations Y and Z. Ilomata International Journal of Management, 7 (3). pp. 1224-1235. ISSN 2714-8963

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Abstract

Introduction: At the start of 2024, Indonesia’s 185 million internet users and 139 million social media users formed a highly connected landscape where this research explores how the marketing mix’s evolution (from 4Ps to 4Cs to 4Es) associates with purchase intentions across Generation Y and Z in a phygital environment. Methods: Utilizing a quantitative approach, data from 372 valid Indonesian respondents were gathered via non-probability accidental sampling using a 4-point Likert scale. PLS-SEM was employed to analyse direct and total effects within the conceptual model. Results: The structural path analysis confirms that the marketing mix successfully evolves from the 4Ps, through the 4Cs, to the 4Es for both cohorts, identifying two distinct behavioural archetypes based on total effects. Generation Y operates as "Pragmatic Converters," whose purchase intent is significantly associated with the Place–Convenience–Everyplace pathway (Original Sample = 0.16, T Statistic = 3.32, and P Values = 0.00), prioritizing immediate accessibility and seamless utility. Conversely, Generation Z acts as "Sceptical Advocates," whose purchase intent is strongly tied to the Product–Customer–Experience pathway (Original Sample = 0.12, T Statistic = 2.32, and P Values = 0.02), requiring deep product validation and high-value, shareable experiences to overcome baseline marketing scepticism. Conclusion: Generation Y values frictionless utility, whereas Generation Z demands transparency and social currency. Consequently, businesses need cohort-specific strategies, maximizing convenience for Generation Y while delivering experience-driven content for Generation Z. The Pragmatic Converter and Skeptical Advocate archetypes provide a strategic roadmap for localized, experience-centric marketing.

Item Type:	Article
Creators:	Gunawan, Djohan
Contributors:
Keywords:	marketing mix, digital natives, pragmatic converters, sceptical advocates
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce
Sustainable Development Goals:	Goal 12. Ensure sustainable consumption and production patterns Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Business > Master of Technology Management
Date Deposited:	31 Aug 2026 07:23
URI:	https://kc.umn.ac.id/id/eprint/49395

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