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Danang Sunyoto
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Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Brilliant International Journal of Management and Tourism

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The Influence of Brand Image, Digital Advertising, Influencer Credibility, and Customer Trust on the Online Purchase Intention of Generation Z in Yogyakarta Agus Mulyono; Danang Sunyoto
Brilliant International Journal Of Management And Tourism Vol. 5 No. 3 (2025): October: Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v5i3.5643

Abstract

This study aims to analyze the influence of brand image , digital advertising , influencer credibility , and customer trust on online purchase intention among Generation Z in Yogyakarta. The background of this study is based on the increasing online shopping activity among the younger generation who are highly exposed to digital technology and social media. The research method used is a quantitative approach with data collection through questionnaires distributed to Generation Z respondents aged 18–26 years who are active online shoppers in Yogyakarta. Data analysis was conducted using multiple linear regression to test the relationship between variables. The results showed that the four independent variables have a positive and significant effect on online purchase intention . This finding confirms that a strong brand image, relevant digital advertising, high influencer credibility, and good consumer trust are key factors in increasing online purchase intention among Generation Z. This study provides strategic implications for business actors in designing digital marketing strategies that are more adaptive to the characteristics of young consumers in the digital era.  
Co-Authors Agus Mulyono Alfina Windarningrum Ari Ahmad Syukuri Arlen Faiz Akbar Daniel Aditia Lao Deri Andri Simbolon Edoardus Bavo Futwembun Fauzan Rayyan Zukair Fredy Tatogo Hafiza Hulwa Yumna Haris Fatkhurohman Harnal Mayor Ivan Setiawan Ivan Valdis Iwan Budiherwanto Joao Bosco De Jesus Santos Maring Korinus Melaluan Metalmety Luchio Alesandro Mbaga Magister Alfatah Kalijaga Margaretha Irene Nauw Marthinus Rudy Loimera Melniya Rahma Sari Mia Rahayu Moh Noruddin Mohamad Najmudin Muh Faisal Natalya Nustelu Nur Hafifatul Janiyah Paulinus Raga Retong Retniana Bau Rudolof Tenau Tri Nur Rohmah Widya Sari Manurung Yohanes David Semunya Zahron Bayu Rizky