Pengaruh Social Media Influencer terhadap Purchase Intention Produk Fashion bagi Generasi Z di Aplikasi Instagram

Surawi, Kevin (2021) Pengaruh Social Media Influencer terhadap Purchase Intention Produk Fashion bagi Generasi Z di Aplikasi Instagram. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to prove and analyze the influence of a social media influencer consisting of various source credibility, source attractiveness, product match-up, and meaning transfer on purchase intention of fashion products for Z generation on Instagram. The population in this study is Z generation in Indonesia. The sample in this study amounted to 100 respondents who had met the criteria using a purposive sampling technique. The t-test results show that source credibility has a positive but insignificant effect on purchase intention of fashion products for Z generation on Instagram, while source attractiveness, product match-up, and meaning transfer have a positive and significant effect on purchase intention of fashion product for Z generation Z on Instagram. The results of the F test show that source credibility, source attractiveness, product match-up, and meaning transfer simultaneously affect the purchase intention of fashion products for Z generation on Instagram.

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