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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Fakhriah
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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The Influence of Social Media Influencers on the Purchase Intention of Fashion Products for Generation Z on the Instagram Application Fakhriah; Sularsih Anggarawati
Formosa Journal of Multidisciplinary Research Vol. 3 No. 3 (2024): March 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i3.8594

Abstract

This study was conducted to analyze and demonstrate the influence of a social media influencer, consisting of the variables of source credibility, source attractiveness, agreement with the product, and meaning transfer, on the purchase intention of fashion products for Generation Z on the Instagram application. The population in this study is Generation Z in Bengkulu province. The sample in this study consisted of 210 respondents who met the research criteria. The technique used in this study is purposive sampling technique. Multiple linear regression, t-test and coefficient (R-squared) test were used in this study. The research results show that: Source credibility, source appeal, product agreement and meaning transfer have a positive and significant impact on purchase intention for Generation Z fashion products on Instagram application.
Co-Authors Sularsih Anggarawati