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All Journal Kajian Branding Indonesia
Sachio, Ken
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Efek Komunikasi Media Sosial pada Persepsi Konsumen Gen Z terhadap Merk Streetwear Fashion Lokal di Indonesia Tan, Jones; Sachio, Ken; Ratna Tercia, Christiana Yosevina; Amelia, Novi
Kajian Branding Indonesia Vol 5 No 2 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.2.167-198

Abstract

Previous studies link Instagram contents with impulsive buying behavior, by passing evaluation stages in buying process. This study aims to fill this gap by considering the consumer behavior process leading up to the emergence of purchase intentions. specifically, this research will examine the relationship between firm-created contents and user-generated contents with the purchase intentions of Gen Z consumers towards Erigo, while considering brand awareness, brand attitude, and belief in global brand citizenship. SEM-PLS analysis was conducted on 135 sample respondents through an online questionnaire, using the purposive sampling technique. This study resulted in two findings: (1) firm-created contents positively influences belief in global brand citizenship, consequently, positively affects Gen Z consumers' purchase intentions towards the Erigo brand, (2) user generated contents positively influences brand attitudes and beliefs in global brand citizenship, both of which, consequently, positively affect Gen Z consumers' purchase intentions towards the Erigo brand.
Co-Authors Amelia, Novi Christiana Yosevina Ratna Tercia Tan, Jones