THE RELATIONS BETWEEN SOCIAL MEDIA INFLUENCER FOLLOWING BEHAVIOR WITH BUYING DECISIONS TO UNISEX LOCAL BRANDS (CORRELATION RESEARCH ON GENERATION Z)

• Main Author: Yasmin Tamariyani, Nadhifa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76330
• Institution: Institut Teknologi Bandung

The purchase decision is sacred because it determines whether or not a purchase occurs. Many aspects drive the purchase of an item, one of which is the consumptive behavior of Generation Z consumers. Due to advances in technology, generation Z who were born in 1995 to 2010 cannot be separated from the reach of internet technology, including social media. Social media makes the majority of its users active and some of them become someone who is used as an inspiration for other social media users, this person is known as an influencer. Most influencers make social media platforms their work, and can make other social media users, especially Generation Z who tend towards consumptive behavior, make many decisions to buy unisex local brands. This research was conducted qualitatively with a random questionnaire survey approach to generation Z aged 19 to 27 years, and who live in Indonesia, the city of Jakarta, especially the JABODETABEK area. In this study, data processing was carried out using multiple linear regression, with SPSS 25. Based on the results of the study, it is known that: 1) there is a partial positive relationship between the strategy of using social media influencers and the decision to buy local unisex fashion products by generation Z. 2) per generation Z. In part, there is a positive relationship between the consumptive behavior of generation Z and the decision to buy unisex local brand fashion products. And 3) Simultaneously there is a positive relationship between the strategy of using social media influencers and consumptive behavior with the decision to purchase local unisex brand fashion products.