Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention
Influencer marketing has become a new method of promoting a product or brand. The marketers believe that implementing influencer marketing appropriately may form a positive customer view of a product or brand so it can bring customers loyalty on the brand. This study aims to investigate the effect o...
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| Format: | Article |
| Language: | English |
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Department of Management, Faculty of Economics and Business, Diponegoro University
2021-12-01
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| Series: | DIJB (Diponegoro International Journal of Business) |
| Subjects: | |
| Online Access: | https://ejournal2.undip.ac.id/index.php/ijb/article/view/11485 |
| _version_ | 1818018272290799616 |
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| author | Puput Alvhyona Pinto Eristia Lidia Paramita |
| author_facet | Puput Alvhyona Pinto Eristia Lidia Paramita |
| author_sort | Puput Alvhyona Pinto |
| collection | DOAJ |
| description | Influencer marketing has become a new method of promoting a product or brand. The marketers believe that implementing influencer marketing appropriately may form a positive customer view of a product or brand so it can bring customers loyalty on the brand. This study aims to investigate the effect of influencers on brand loyalty of Generation Z with purchase intention as a mediating variable. Generation Z is a generation that is very close to technology even most of their life is spent to playing with social media. By expecting a marketing strategy that is close and easily accessible to generation Z, can create purchase intentions and loyalty at lower cost. The population is the Instagram users in Indonesia. Purposive sampling was used in this study by taking 200 samples. This research was conducted using path analysis and Sobel test to see the indirect effect. Before the path analysis is carried out, the reliability, validity and classical assumption tests are carried out first to see if the data obtained is appropriate for further analysis. The result show that social media influencers can influence generation Z brand loyalty and purchase intentions are able to mediate social media influencers and generation Z brand loyalty. |
| first_indexed | 2024-04-14T07:36:53Z |
| format | Article |
| id | doaj.art-884d7a091a1d4a7387190d0fc3448deb |
| institution | Directory Open Access Journal |
| issn | 2580-4987 2580-4995 |
| language | English |
| last_indexed | 2024-04-14T07:36:53Z |
| publishDate | 2021-12-01 |
| publisher | Department of Management, Faculty of Economics and Business, Diponegoro University |
| record_format | Article |
| series | DIJB (Diponegoro International Journal of Business) |
| spelling | doaj.art-884d7a091a1d4a7387190d0fc3448deb2022-12-22T02:05:39ZengDepartment of Management, Faculty of Economics and Business, Diponegoro UniversityDIJB (Diponegoro International Journal of Business)2580-49872580-49952021-12-014210511510.14710/dijb.4.2.2021.105-1156030Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intentionPuput Alvhyona Pinto0Eristia Lidia Paramita1https://orcid.org/0000-0003-1438-4132Universitas Kristen Satya Wacana, IndonesiaUniversitas Kristen Satya Wacana, IndonesiaInfluencer marketing has become a new method of promoting a product or brand. The marketers believe that implementing influencer marketing appropriately may form a positive customer view of a product or brand so it can bring customers loyalty on the brand. This study aims to investigate the effect of influencers on brand loyalty of Generation Z with purchase intention as a mediating variable. Generation Z is a generation that is very close to technology even most of their life is spent to playing with social media. By expecting a marketing strategy that is close and easily accessible to generation Z, can create purchase intentions and loyalty at lower cost. The population is the Instagram users in Indonesia. Purposive sampling was used in this study by taking 200 samples. This research was conducted using path analysis and Sobel test to see the indirect effect. Before the path analysis is carried out, the reliability, validity and classical assumption tests are carried out first to see if the data obtained is appropriate for further analysis. The result show that social media influencers can influence generation Z brand loyalty and purchase intentions are able to mediate social media influencers and generation Z brand loyalty.https://ejournal2.undip.ac.id/index.php/ijb/article/view/11485social media influencer, generation z, purchase intentions, and brand loyalty. |
| spellingShingle | Puput Alvhyona Pinto Eristia Lidia Paramita Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention DIJB (Diponegoro International Journal of Business) social media influencer, generation z, purchase intentions, and brand loyalty. |
| title | Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention |
| title_full | Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention |
| title_fullStr | Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention |
| title_full_unstemmed | Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention |
| title_short | Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention |
| title_sort | social media influencer and brand loyalty on generation z the mediating effect of purchase intention |
| topic | social media influencer, generation z, purchase intentions, and brand loyalty. |
| url | https://ejournal2.undip.ac.id/index.php/ijb/article/view/11485 |
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