Pemasaran sosial pada Generasi Z: Efek ulasan konsumen, selebriti endorser, dan kepercayaan merek
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Abstract
The purpose of the current study is to investigate the determinants of purchase intention in Generation Z through social media marketing. Using a quantitative approach, as many as 124 respondents were drawn using purposive sampling techniques, where the criteria used were social media users who transacted at least twice on social media platforms. Data is analyzed using multiple linear regression to test the hypotheses. The findings in this study suggest purchase intention is driven by consumer reviews and brand trust. While celebrity endorsers do not significantly predict purchase intention. These findings may encourage marketers to be more proactive in using consumer reviews to improve themselves and improve the quality of products and brands so that they are more trustworthy.
Tujuan penelitian saat ini adalah untuk menginvestigasi faktor-faktor determinan pembentuk minat beli pada generasi Z melalui pemasaran media sosial. Dengan menggunakan pendekatan kuantitatif, sebanyak 124 responden ditarik dengan menggunakan teknik purposive sampling, dimana kriteria yang digunakan adalah pengguna media sosial yang bertransaksi minimal dua kali pada platform media sosial. Data dianalisis dengan menggunakan regresi linear berganda untuk menguji hipotesis. Temuan dalam penelitian ini menunjukkan minat beli didorong karena adanya ulasan konsumen dan kepercayaan pada merek. sementara selebriti endorser tidak signifikan memprediksi minat beli. Temuan ini dapat mendorong pemasar untuk lebih proaktif dalam menggunakan ulasan konsumen untuk memperbaiki diri dan meningkatkan kualitas produk dan merek sehingga lebih dapat dipercaya.
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