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All Journal Jurnal Ilmiah FIFO JurTI (JURNAL TEKNOLOGI INFORMASI) REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer Jurnal Pengabdian Nasional (JPN) Indonesia JNANALOKA Journal of Social Responsibility Projects by Higher Education Forum Decode: Jurnal Pendidikan Teknologi Informasi AJAD : Jurnal Pengabdian kepada Masyarakat International Journal Software Engineering and Computer Science (IJSECS) Jurnal Multidisiplin Madani (MUDIMA) Journal of Information Systems and Technology Research Sistem Pendukung Keputusan dengan Aplikasi Internet of Things and Artificial Intelligence Journal Proceeding Applied Business and Engineering Conference Amare Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen Jurnal Sains dan Ilmu Terapan Asia Information System Journal Guruku: Jurnal Pendidikan dan Sosial Humaniora Journal of Engineering Science and Technology Management Jurnal Elektronika dan Teknik Informatika Terapan Abdimas Terapan: Jurnal Pengabdian Kepada Masyarakat Terapan Jurnal Pendidikan Teknologi Informasi (JUKANTI) Jurnal Pengabdian Nasional (JPN) Indonesia Science and Technology: Jurnal Pengabdian Masyarakat Inovasi Teknologi Masyarakat Indonesia Bergerak: Jurnal Hasil Kegiatan Pengabdian Masyarakat International Journal of Mechanical, Industrial and Control Systems Engineering Indonesian Journal of Emerging Trends in Community Empowerment Journal of Rural Community Development (JRCD) Journal of Moeslim Research Technik STARLA : Jurnal Pengabdian Masyarakat
Antoni Pribadi
Politeknik Kampar
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Journal : journal of engineering science and technology management

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The Effect of Influencer Marketing and Price on Generation Z’s Purchase Intention toward Trendy Food in Bangkinang City Sispurwanto, Yedi; Yetti, Dzulhijjah; Kurnia, Dedi; Rukhshah, Muhammad; Pribadi, Antoni
Journal of Engineering Science and Technology Management (JES-TM) Vol. 5 No. 2 (2025): September 2025
Publisher : Journal of Engineering Science and Technology Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jestm.v5i2.287

Abstract

This study aims to analyze the effect of influencer marketing and price on the purchase intention of trendy food among Generation Z in Bangkinang City. The rapid growth of social media has significantly influenced consumer behavior, particularly among Generation Z, who are known for their high level of digital engagement and openness to new trends. This research employs a quantitative approach using a survey method with a structured questionnaire distributed to respondents aged 17–26 years. A total of 385 valid responses were obtained through purposive sampling, assuming an infinite population. The data were analyzed using multiple linear regression to determine the significance and magnitude of the relationships between variables. The results indicate that influencer marketing has a positive and significant effect on purchase intention, suggesting that endorsements and promotions by social media personalities can effectively stimulate consumer interest. Price also shows a significant influence, indicating that affordability and perceived value remain important considerations for Generation Z consumers. These findings provide practical implications for culinary business owners and marketers in designing promotional strategies that combine influencer engagement with competitive pricing to maximize purchase intention.
Co-Authors Achmad Nashrul Waahib Alfarizi Siregar , Matjen Am, Andri Nofiar Andri Nofiar Andri Nofiar Am Andri Nofiar. Am ANGGARA, YOGI Ardiansyah Hamid Ardy Wicaksono Baehaqi Basorudin Basorudin, Muhammad Belia Afifah Budi Artono D. Senthil Kumar Dedi Leman Deny Prasetyo Dzulhijjah Yetti Febrianton, Adi Fenty Kurnia Oktorina Fina Nasari Fina Nasari Fitri Fitri Fitri Fitri Fitri Fitri Fitri habibie, indra Hafizh Prayoga Hariyono, Muhammad Akbar Harmi Yelmi Hayatul Khairul Rahmat Indra Habibie Indra Irawan Indra Irawan Iwan Ady Prabowo Jazman, Muhammad Kumar, D. Senthil Kurnia, Dedi Kusnadi Kusnadi Laksono Trisnantoro Luth Fimawahib M. Alkadri Perdana M. Rukhsah M. Rukhsah M.Kom, Fitri Merlia Rahma Yani Merlia Rahmayani Mohammad Alkadri Perdana Mohammad Badri Muhammad Jazman Muhammad Ridwan Muhammad Ridwan Muhammad Rukhshah Mursalim Mursalim Niken Ellani Patitis Nofrifaldi Nur Asma Deli Nurbit Nurbit Nurfitriani, Desi Nurkholis Nurkholis Nurkholis Nurkholis Nurkholis Panser Karo-Karo Perdana, M. Alkadari Perdana, M.Alkadri Putri, Indah Purnama Putri, Tara Liana Ramadhani Rahmad Akbar Ratu Natalia Marjani Ufayrah Rika Aryati Rukhshah, Muhammad Safitri, Mulya Satria Riki Mustafa, Satria Riki Sepdu Dehiya, Yogi Simon Simarmata Slamet Triyanto Slamet Triyanto Supriyanto, Asep Suyahman Suyahman Syafiq Amir Syawaluddin Khadafi Parinduri Tasya Annisa S Taymour A. Hamdallah Tri Kurniaty Wahyu Caesaendra Widiastuti, Rosalina Yani Yedi Sispurwanto Yustria Handika Siregar Zulfikar