ASSESSING THE IMPACT OF INFLUENCER MARKETING: HOW DOES IT INFLUENCE PURCHASE INTENTION ON INDONESIA GEN Z’S CUSTOMERS

• Main Author: Samuella Mulyadi, Karyn
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77080
• Institution: Institut Teknologi Bandung

Influencer marketing has been known since the early twentieth century, particularly when social media got popular and is widely employed by many brands as a type of online marketing. However, it has to be seen if an influencer can genuinely affect customers’ purchasing decisions whether they have enough knowledge and information to be shared. This paper seeks to examine influencer’s impact towards customers perception before buying products. The purpose of the research is to check the effectiveness of influencer marketing for the brand of the company and to have an overview of the customer’s perspective on influencers marketing before they buy the products. A quantitative research method is used to find the correlation between the variables of Purchase Intention, Trustworthiness, Expertise, and Attractiveness. To collect the necessary information, a survey was made and Hypotheses were tested using SPSS utilizing multiple linear regression to validate the relationship between Purchase Intention and the three variables with a sample size of 94 participants from online customers in West Java, Indonesia. The study finds that Trustworthiness and Expertise variables have an impact in Gen Z’s purchase decision before buying the promoted products while Attractiveness does not. Furthermore, not only depending on the review by the influencer, customers are also considering the brand’s product quality, price, brand name familiarity, and promotion they offer. The limitation of this study includes sampling respondents that only took in a narrow region of West Java in Indonesia which can not thus be considered a representative sample of the entire population in Indonesia. This research is linked to customers' perception on influencer’s credibility in promoting and/or introducing the products. This paper also helps a brand of the company to get insight that a collaboration between influencer and the brand is also involved in the purchase decision of a customer.