The Influence Of Influencer Marketing And Brand Image On Purchasing Decisions For Scarlett Products Among Gen Z
DOI:
https://doi.org/10.51903/e-bisnis.v19i1.3592Keywords:
Influencer Marketing; Brand Image; Purchasing Decision; Product Scarlett; Generation ZAbstract
This study aims to examine the influence of influencer marketing and brand image on the purchasing decisions of Scarlett products among Generation Z consumers. The research employed a quantitative method using a survey approach involving 85 respondents selected through purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using SPSS, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The findings reveal that both influencer marketing and brand image have a positive and significant effect on purchasing decisions, both partially and simultaneously. The coefficient of determination (R²) value of 0.889 indicates that these variables explain 88.9% of the variation in purchasing decisions, while the remaining 11.1% is influenced by other factors outside the scope of this study. Therefore, influencer marketing and brand image are considered important factors in enhancing consumer purchasing decisions for Scarlett products.
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