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All Journal ESENSI: JURNAL BISNIS DAN MANAJEMEN JDM (Jurnal Dinamika Manajemen) AGRIEKONOMIKA JAM : Jurnal Aplikasi Manajemen Journal of Indonesian Economy and Business WARTA Proceeding SENDI_U JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Agrisocionomics: Jurnal Sosial Ekonomi Pertanian JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Media Agribisnis
Tri Hanifawati
Universitas Muhammadiyah Bandung
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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THE ROLE OF SOCIAL MEDIA INFLUENCER ON BRAND SWITCHING OF MILLENNIAL AND GEN Z: A STUDY OF FOOD-BEVERAGE PRODUCTS Hanifawati, Tri; Dewanti, Vivayani Wahyu; Saputri, Ghita Dwi
Jurnal Aplikasi Manajemen Vol. 17 No. 4 (2019)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2019.017.04.07

Abstract

Social media is the most popular marketing tools for generation millennial and Z. They are known as the most easily switch brand generation. This research contributes to social media marketing analytic research with an exploration of the role of social media influencer on consumer brand switching decision. Data collected through an online survey used a random sampling technique to 390 Indonesian respondents, 195 data fulfilled the criterion. Data analyzed using Least Square, Mann Whitney, and Paired Sample T-Test method. The results show that opinion leaders, celebrities, and social leaders have a significant and positive effect on brand switching and no different impact on millennials and Gen Z. Referring to switching motivation found that social media has more influence as an opinion leader than celebrities or social leaders. The findings of the study suggested some strategies for managers and influencers on how to manage social media brand promotion based on our findings.
Co-Authors Agus Sutandi Any Suryantini Cep Yudin Dewanti, Vivayani Wahyu Euis Evi Puspitasari Euis Evi Puspitasari Ira Ramayani Jangkung Handoyo Mulyo Jangkung Handoyo Mulyo Ratna Sari Listyaningrum Saputri, Ghita Dwi Utan Sahiro Ritonga Utan Sahiro Ritonga