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,...