KAJIAN GENERASI Z DI INDONESIA: BAGAIMANA ATRIBUT BERBEDA DARI INFLUENCER YANG MENDUKUNG PRODUK PAKAIAN AKAN MEMPENGARUHI NIAT PEMBELIAN?

• Main Author: Naufal Erwinn, Armand
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68137
• Institution: Institut Teknologi Bandung

This research was conducted because there is a new trend of doing promotional activities of clothing lines in Indonesia, which is by asking an influencer to do an endorsement deal. With this phenomenon, businesses would usually only choose these influencers based on their popularity, but in reality, there are other important attributes that should be considered before choosing the right influencer for the endorsement. This paper investigates on how different attributes of an influencer (5 attributes) will impact the purchase intention, specifically looking into the clothing industry of generation z in Indonesia. These attributes will then be ranked from the most influential to the least influential. A Likert scale questionnaire is being distributed randomly to young adults in the age range of 9-22 years old ( N = 103). The analysis has shown that all 5 attributes of an influencer endorsing a clothing product does have a positive impact on the purchase intention with multiple influencer endorsement being the most influential out of the 5 attributes. This study helps clothing businesses in Indonesia to better choose the right influencer for their products.