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PENGARUH TREN #gayaditiktok DAN INFLUENCER MARKETING TERHADAP MINAT BELI FASHION LOKAL PEREMPUAN GEN Z KOTA PALEMBANG

This study aimed to measure the influence of the #gayaditiktok trend and influencer marketing on consumers’ purchase intention toward local fashion products. The subjects of this research were Generation Z female TikTok users residing in Palembang City. A quantitative approach was employed using a non-probability sampling method, specifically purposive sampling. Research data were collected through questionnaire distribution to qualified respondents and were subsequently analyzed using the Structural Equation Model (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS version 4.0 software. The findings indicated that the #gayaditiktok trend had a positive and significant effect on consumer purchase intention, as reflected by a path coefficient value of 0.485 (48.5%). In addition, influencer marketing also showed a positive and significant effect on purchase intention with a path coefficient value of 0.425 (42.5%). The R square value of 0.597 (59.7%) indicated that the variables of the #gayaditiktok trend and influencer marketing simultaneously contributed to explaining consumer purchase intention. Based on these findings, it was concluded that the utilization of social media trends and influencer marketing strategies played a significant role in increasing consumer purchase intention toward local fashion products.

Availability
#
Central Library (REFERENCE) T1946522026
T194652
Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1946522026
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
xv, 149 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.872 07
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Prodi Ilmu Komunikasi
Pemasaran digital
Specific Detail Info
-
Statement of Responsibility
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No other version available

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