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Pengaruh Influencer Dan Social Media Marketing Terhadap Perilaku Konsumtif Produk Fashion Merek “Converse” Melalui Gaya Hidup Pada Generasi Z Di Pekanbaru

ABSTRACT
This study was conducted with the aim of knowing the influence of influncer and social media marketing on purchasing decisions through lifestyle on generazi Z converse fashion products in Pekanbaru. The population in this study is Generation Z who have shopped at converse fashion products in Pekanbaru City. Sampling in this study was carried out using purposive sampling technique using the Hair et al. formula, so that the number of samples in this study were 120 respondents. The data analysis method of this research uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS software version 4.1.0.2. The results showed that there is a positive and significant influence between influencers on consumptive behavior. There is a positive and significant influence between social media marketing on consumptive behavior. There is a positive and significant influence between influencers on lifestyle. There is a positive and significant influence between social media marketing on lifestyle. There is a positive and significant influence between lifestyle on consumptive behavior. There is a positive and significant influence between influencers on consumptive behavior through lifestyle. There is a positive and significant influence between social media marketing on consumptive behavior through lifestyle.

Keywords: Influencer, Social Media Marketing, Lifestyle and Consumptive Behavior.

Ketersediaan
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Perpustakaan Universitas Riau 1902124632
1902124632
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
1902124632
Penerbit
Pekanbaru : Universitas Riau - FEB - Manajemen.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
1902124632
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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