skip to main content

Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention

Puput Alvhyona Pinto  -  Universitas Kristen Satya Wacana, Indonesia
*Eristia Lidia Paramita orcid  -  Universitas Kristen Satya Wacana, Indonesia
Open Access Copyright 2021 Diponegoro International Journal of Business under http://creativecommons.org/licenses/by-sa/4.0.

Citation Format:
Abstract
Influencer marketing has become a new method of promoting a product or brand. The marketers believe that implementing influencer marketing appropriately may form a positive customer view of a product or brand so it can bring customers loyalty on the brand. This study aims to investigate the effect of influencers on brand loyalty of Generation Z with purchase intention as a mediating variable. Generation Z is a generation that is very close to technology even most of their life is spent to playing with social media. By expecting a marketing strategy that is close and easily accessible to generation Z, can create purchase intentions and loyalty at lower cost. The population is the Instagram users in Indonesia. Purposive sampling was used in this study by taking 200 samples. This research was conducted using path analysis and Sobel test to see the indirect effect. Before the path analysis is carried out, the reliability, validity and classical assumption tests are carried out first to see if the data obtained is appropriate for further analysis.  The result show that social media influencers can influence generation Z brand loyalty and purchase intentions are able to mediate social media influencers and generation Z brand loyalty.
Fulltext View|Download
Keywords: Social Media Influencer, Generation Z, Purchase Intentions, and Brand Loyalty.

Article Metrics:

  1. Amalina, A. (2016). Pengaruh Social Media Marketing Terhadap Brand Loyalty dengan Brand Trust Sebagai Variabel Intervening (Studi pada Follower Twitter Mizone MizoneID). Jurnal Ilmu Manajemen (JIM), 4(3)
  2. Andreti, J., Suresh, K., Zhafira, N. H., & Akmal, S. S. (2019). The analysis of product, price, place, promotion and service quality on customers’ buying decision of convenience store: a survey of young adult in bekasi, west java, indonesia. International Journal of Advances in Management and Economics
  3. Anggraini, F. (2015). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Pada Koran Harian Riau Pos. Jom Fisip, 3(1)
  4. Apenes Solem, B. A. (2016). Influences of Customer Participation and Customer Brand Engagement on Brand Loyalty. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-04-2015-1390
  5. Audi, M., Masri, R. Al, & Ghazzawi, K. G. (2015). The Effect of Celebrity Endorsement on Creating Brand Loyalty: An Application on the Lebanese Cosmetic Sector’s Demand. International Journal of Business Management & Economic Research
  6. Bashir, A. (2013). Consumer Behavior Towards Online Shopping of Electronics in Pakistan. Theses Master
  7. Chun, C. S., Meng, W., Wen, R., Wen, E., Lim, W. M., Tan, R. W., & Teh, E. W. (2018). Impact of Social Media Influencer on Instagram User Purchase Intention: the Fashion Industry. Faculty of Business and Finance Department of Marketing
  8. Chung, S., & Cho, H. (2014). Parasocial Relationship Via Reality TV and Social Media. https://doi.org/10.1145/2602299.2602306
  9. Elder, S. (2009). Sampling methodology. In ILO school-to-work transition survey: A methodological guide (pp. 1–40)
  10. Erdoğmuş, İ. E., & Çiçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2012.09.1119
  11. Erkan, I., & Evans, C. (2016). The Influence of eWOM in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2016.03.003
  12. Francalanci, C., & Metra, I. (2015). Content-Based Discovery of Twitter Influencers
  13. Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Elon Journal of Undergraduate Research in Communications
  14. Ha, N. M., & Lam, N. H. (2016). The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention. International Journal of Economics and Finance. https://doi.org/10.5539/ijef.v9n1p64
  15. Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences. https://doi.org/10.29244/jcs.4.2.76-89
  16. Hutchinson, A. (2016). New Data Shows 82% of Marketers Believe Social Media Marketing is Now Core to Their Business. https://www.socialmediatoday.com/marketing/new-data-shows-82-marketers-believe-social-media-marketing-now-core-their-business
  17. Ismail, A. R. (2017). The Influence of Perceived Social Media Marketing Activities on Brand Loyalty: The Mediation Effect of Brand and Value Vonsciousness. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-10-2015-0154
  18. J. Clement. (2020). Most popular social networks worldwide as of April 2020, ranked by number of active users. Statista. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
  19. Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-02-2019-2280
  20. Karman, M. anastasia. (2015). The Impact of Social Media Marketing on Brand Equity toward the Purchase Intention of Starbucks Indonesia. IBuss Management. https://doi.org/10.18869/acadpub.aassjournal.5.1.73
  21. Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘Micro-Celebrity’ and the Rise of Social Media Influencers. Celebrity Studies. https://doi.org/10.1080/19392397.2016.1218292
  22. Laksamana, P. (2018). International Review of Management and Marketing Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, 8(1)
  23. Lobschat, L., Zinnbauer, M. A., Pallas, F., & Joachimsthaler, E. (2013). Why Social Currency Becomes a Key Driver of a Firm’s Brand Equity - Insights from the Automotive Industry. Long Range Planning. https://doi.org/10.1016/j.lrp.2012.11.004
  24. Mao, Y., Zhu, J. X., & Sang, Y. (2014). Consumer Purchase Intention Research Based on Social Media Marketing. International Journal of Business and Social Science
  25. Miller, J. (2017). The Importance of Brand Loyalty May. Randall & Reilly. https://www.randallreilly.com/the-importance-of-brand-loyalty/
  26. Moon, M. A., & Attiq, S. (2018). Compulsive Buying Behavior: Antecedents, Consequences and Prevalence in Shopping Mall Consumers of an Emerging Economy. Pakistan Journal of Commerce and Social Science
  27. Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4)
  28. Ortiz-Ospina, E. (2019). The rise of social media. Our World in Data. https://ourworldindata.org/rise-of-social-media
  29. Paakkari, A. (2016). Customer Journey of Generation Z in Fashion Purchases. LAHTI UNIVERSITY OF APPLIED
  30. Permatasari, A., & Kuswadi, E. (2017). The Impact of Social Media on Consumers’ Purchase Intention: A Study of Ecommerce Sites in Jakarta, Indonesia. Review of Integrative Business and Economics Research, 6(1), 321–335
  31. Rachmy, F. S. (2019). Pengaruh Social Media Influencer terhadap Purchase Intention pada Merek Kosmetik Wardah dengan Brand Image sebagai Variabel Mediasi. Economic Journal, 7(2)
  32. Rebelo, M. (2017). How Influencers` Credibility on Instagram is Perceived by Consumers and Its Impact on Purchase Intention. Catolica Lisbon Business & Economics, 1–92
  33. Reyta, F. (2018). Do Indonesian Social Media Celebrity, Influencer and Opinion Leader Affect Shifting in Consumer Behavior? Advances in Social Science, Education and Humanities Research, 197, 446–454
  34. Rizki, A. R. A. (2013). Analisis pengaruh kualitas produk, harga dan promosi terhadap loyalitas pelanggan dengan minat beli ulang sebagai variabel intervening (studi pada Shibuya Resto Citraland Mall Semarang). UDiNus Repository
  35. Sari, C. (2014). Pengaruh Loyalitas Pelanggan terhadap Profitabilitas pada sebuah Perusahaan Jasa Automotive (PT" X") di Surabaya. Business Accounting Review, 1(2), 26–38
  36. Sartika, D. (2017). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI ULANG PRODUK YOU C 1000 SERTA DAMPAKNYA TERHADAP LOYALITAS KONSUMEN. Jurnal Penelitan Ekonomi Dan Bisnis, 2(1). https://doi.org/10.33633/jpeb.v2i1.2231
  37. Schivinski, B., & Dabrowski, D. (2016). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2013.871323
  38. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising. https://doi.org/10.1080/02650487.2019.1634898
  39. So, J. T., Parsons, A. G., & Yap, S. F. (2013). Corporate Branding, Emotional Attachment and Brand Loyalty: The Case of Luxury Fashion Branding. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-03-2013-0032
  40. Sohail, Y., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Global Journal of Management and Business Research: A Administration and Management Volume. https://doi.org/10.1111/j.1365-2621.1940.tb17194.x
  41. Sudha, M., & Sheena, K. (2017). Consumer Decision Process: Impact of Influencers in the Fashion Industry. SCMS Journal of Indian Management
  42. Suhaily, L., & Darmoyo, S. (2017). Effect of Product Quality, Perceived Price and Brand Image on Purchase Decision Mediated by Customer trust (study on Japanese Brand Electronic Product). Jurnal Manajemen. https://doi.org/10.24912/jm.v21i2.230
  43. Tariq, M. I., Rafay Nawaz, M., Nawaz, M. M., & Butt, H. A. (2013). Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an Emerging Market. J. Basic. Appl. Sci. Res
  44. Yeh, Y. H., & Choi, S. M. (2011). Mini-Lovers, Maxi-Mouths: An Investigation of Antecedents to eWOM Intention Among Brand Community Members. Journal of Marketing Communications. https://doi.org/10.1080/13527260903351119
  45. Yoo, B., & Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research. https://doi.org/10.1016/S0148-2963(99)00098-3
  46. Zote, J. (2020). 55 critical social media statistics to fuel your 2020 strategy. https://sproutsocial.com/insights/social-media-statistics/

Last update:

No citation recorded.

Last update:

No citation recorded.