SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA

GUNAWAN, LEONARDO and HARYONO, SELDEN and Andreani, Fransisca (2021) SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA. [UNSPECIFIED]

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Abstract

Many restaurants and cafes used Social Media Influencer (SMI) services to promote their products/ services. The three dimensions of SMI included reach, relevance, and resonance; and these can influence brand awareness and purchase decision of Generation Z consumers. This study involved 108 respondents and used SPSS and Partial Least Square (PLS) as software programs to analyze data using multivariate analysis. The results of this study indicated that reach, relevance and resonance of SMI had positive and significant influences on brand awareness. Reach had positive but insignificant influence on purchase decisions; whereas, relevance and resonance had positive and significant influences on purchase decision. Finally, brand awareness had positive but insignificant influence on purchase decision of Generation Z to restaurants and cafes in Surabaya.

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