Kajian Efektivitas Sosial Media Influencer terhadap Keputusan Pembelian Konsumen di Kabupaten Banyumas

Silvia V.M; Maliana P.A; Amanda Devi N.A; Difa Anindya S

doi:10.30640/ekonomika45.v13i2.6004

Authors

Silvia V.M Universitas Telkom
Maliana P.A Universitas Telkom
Amanda Devi N.A Universitas Telkom
Difa Anindya S Universitas Telkom

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6004

Keywords:

Consumer Behavior, Generation Z, Marketing Strategy, Purchasing Decision, Social Media Influencer

Abstract

This study aims to analyze the influence of social media influencers on the purchasing decisions of Generation Z in Banyumas Regency. The research adopts a quantitative approach using a survey method with questionnaires distributed to 100 respondents selected through purposive sampling. Pearson correlation analysis results show a significant positive relationship between social media influencers and purchasing decisions, with a correlation coefficient of 0.596. The information search stage exhibits the strongest relationship (r = 0.582), followed by evaluation alternative (r = 0.357), while the influence on problem recognition is relatively lower (r = 0.341). These findings indicate that Generation Z tends to rely on information provided by influencers during the search and evaluation process before making a purchase. This study concludes that social media influencers play a strategic role in shaping the purchasing behavior of Generation Z, making them a relevant marketing tool. Therefore, businesses are advised to optimize collaborations with more authentic and credible social media influencers to enhance consumer trust and improve marketing strategy effectiveness.

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