The Influence of Social Media Influencers on the Purchase Intention of Fashion Products for Generation Z on the Instagram Application
Fakhriah,
Sularsih Anggarawati
Abstract:This study was conducted to analyze and demonstrate the influence of a social media influencer, consisting of the variables of source credibility, source attractiveness, agreement with the product, and meaning transfer, on the purchase intention of fashion products for Generation Z on the Instagram application. The population in this study is Generation Z in Bengkulu province. The sample in this study consisted of 210 respondents who met the research criteria. The technique used in this study is purposive samp… Show more
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