PERAN CITRA MEREK DALAM MEMEDIASI PENGARUH INFLUENCER INSTAGRAM TERHADAP NIAT BELI PRODUK PAKAIAN PADA KAUM WANITA GENERASI Z DI KOTA BANDUNG

Chandra Kuswoyo, Cen Lu, Felicia Abednego, Sherly Veronica

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh faktor influencer pada sosial media Instagram terhadap niat beli yang dimediasi oleh citra merek. Pengaruh kredibilitas influencer pada berbagai platform sosial media berupa kepercayaan, keahlian, dan daya tarik diharapkan dapat meningkatkan penjualan produk perusahaan, khususnya pada produk pakaian yang dibeli kaum wanita generasi Z. Citra merek yang meliputi citra perusahan, citra pengguna, dan citra produk juga merupakan pertimbangan awal konsumen sebelum memutuskan membeli suatu produk. Desain penelitian bersifat cross sectional. Pengambilan sampel dengan metode purposive sampling sebanyak 159 orang yang berdomisili di Bandung. Variabel Y dalam penelitian ini adalah niat beli dan variabel X adalah instagram influencer. Variabel Z sebagai variabel mediasi yang digunakan adalah citra merek. Metode analisis dalam penelitian ini yaitu Path Analysis. Hasil pada penelitian ini menunjukkan bahwa instagram influencer memengaruhi secara langsung niat beli konsumen, dan berpengaruh secara tidak langsung terhadap niat beli konsumen melalui citra merek sebagai variabel mediasi.

Keywords


gen Z; Influencer Instagram; citra merek; niat beli

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DOI: http://dx.doi.org/10.22441/pasti.2022.v16i1.007

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