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All Journal Jurnal Manajemen dan Kewirausahaan
Selden Haryono
Petra Christian University, Surabaya, Indonesia
Economics, Econometrics & Finance

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SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA Fransisca Andreani; Leonardo Gunawan; Selden Haryono
Jurnal Manajemen dan Kewirausahaan Vol. 23 No. 1 (2021): MARCH 2021
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (425.228 KB) | DOI: 10.9744/jmk.23.1.18-26

Abstract

Many restaurants and cafes use Social Media Influencer (SMI) services to promote their products/ services. The three dimensions of SMI include reach, relevance, and resonance; and these can influence brand awareness and purchase decision of generation Z consumers. This study involved 108 respondents and used SPSS and Partial Least Square (PLS) as data analysis techniques. The results of this study indicate that reach, relevance and resonance of SMI have positive and significant influences on brand awareness. Reach has positive but insignificant influence on purchase decisions; whereas, relevance and resonance have positive and significant influences on purchase decision. Finally, brand awareness has positive but insignificant influence on purchase decision of Generation Z to restaurants and cafes in Surabaya.
Co-Authors Fransisca Andreani Leonardo Gunawan