author(s)
Mustafa Kamil Al-Kanaani

abstract
This study aims to examine the impact of experiential marketing dimensions on purchase decisions among Generation Z, which is considered one of the most influential customer segments in contemporary digital markets. The study adopted a descriptive-analytical approach, and data were collected through a structured questionnaire distributed to a sample of (411) Generation Z participants. The experiential marketing respondents as independent variable, while purchase decisions represented the dependent variable. Data were analyzed using SPSS (Version 26), employing correlation and linear regression analyses. The findings reveal statistically significant and positive relationships between all experiential marketing dimensions and purchase decisions among Generation Z at a significance level of (P<0.05). Moreover, the research data shows that both Feel Marketing and Act Marketing were among the most influential of the EM dimensions influencing Gen Z's purchasing decisions; which is consistent with Gen Z's emotional response to marketing experiences and their desire for an active participatory role within the consumption experience. The study concludes that experiential marketing represents an effective strategic approach for influencing purchase decisions among Generation Z. Accordingly, it recommends that organizations adopt integrated experiential marketing strategies focused on creating meaningful, interactive, and value-driven consumer experiences to enhance purchase decision effectiveness and foster long-term relationships with this generation.