Open AccessSOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA
Author(s) -
Fransisca Andreani,
Leonardo Gunawan,
Selden Haryono
Publication year - 2021
Publication title -
jurnal manajemen dan wirausaha/jurnal manajemen dan kewirausahaan
Language(s) - English
Resource type - Journals
eISSN - 2338-8234
pISSN - 1411-1438
DOI - 10.9744/jmk.23.1.18-26
Subject(s) - relevance (law) , advertising , social media , business , psychology , brand awareness , marketing , political science , law
Many restaurants and cafes use Social Media Influencer (SMI) services to promote their products/ services. The three dimensions of SMI include 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 data analysis techniques. The results of this study indicate that reach, relevance and resonance of SMI have positive and significant influences on brand awareness. Reach has positive but insignificant influence on purchase decisions; whereas, relevance and resonance have positive and significant influences on purchase decision. Finally, brand awareness has positive but insignificant influence on purchase decision of Generation Z to restaurants and cafes in Surabaya.