THE IMPACT OF MARKETING THROUGH SOCIAL MEDIA INFLUENCERS ON CONSUMER BUYING BEHAVIOUR IN THE FASHION INDUSTRY A FOCUS STUDY ON GENERATION Z IN INDONESIA

• Main Author: MALINDA PUTRI, ALYSSA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68225
• Institution: Institut Teknologi Bandung

For most part, every aspect of our life has been induced by digital influence. From shopping, reading the news, listening to music, connect with others, to schools and work related. It can be seen almost all aspects of human being are already connected to digital platform. Sectors that receive considerable impact are related to marketing. In an era of digital and practical, people as marketing targets want everything to be achieved easily and only at the click of a button. This recent marketing trend, leads to the rise of influencers. In some studies that have been done such as Chopra (2020) shows the significant influence of Social Media Influencer (SMI) on the pattern of marketing behaviour in consumers. This research shows that there is clearly a positive relationship between social media influencer endorsement and purchase intention. SMI has involvement in influences audience behavior patterns through various social media platforms such as blogs, Instagram, Twitter, Pinterest, YouTube and others. The highlight and excellences of Influencer Marketing is considered as a less intrusive, flexible and not very showing hard selling (Conick, 2018). In terms of relation with purchase intention, those positive relation caused by match-up the social media influencers' product with consumer needs, and thus transfer to the customers' purchase intention (Lim et al, 2017). Which conclude, the positive influence is explained and supported by several factors, including Social Media Influencer (SMI) persona, trust between SMIs and consumer, credibility value brought by SMIs, the equal value between SMI and consumer, and creativity of influencer marketing present by SMI. In addition to finding a positive relationship between SMI and buying behaviour, the authors also found there are other factors that can be a concern in order to improve marketing in the future. One of them is the proper uses selection of platforms.