The Influence of Influencer Marketing on Purchasing Decisions in Generation-Z (Study on Students who use TikTok at UPN "Veteran" East Java)

Authors

  • Mohamad Deka Saputra Universitas Pembangunan Nasional Veteran Jawa Timur
  • Alvian Eka Ardianto Universitas Pembangunan Nasional Veteran Jawa Timur
  • Moh. Ilham Zanuba S.N Universitas Pembangunan Nasional Veteran Jawa Timur
  • Rusdi Hidayat Nugraha Universitas Pembangunan Nasional Veteran Jawa Timur
  • Indah Respati Kusumasari Universitas Pembangunan Nasional Veteran Jawa Timur

DOI:

https://doi.org/10.47134/jbkd.v2i2.3488

Keywords:

Marketing, Digital, Influencer

Abstract

In the ever-growing digital era, marketing through social media is now one of the most effective strategies to attract consumer attention, generation Z is a generation that is easy to understand today's technological advances, making it possible to attract attention by using social media marketing. This research aims to analyze and thoroughly understand the influence of influencer marketing on purchasing decisions among Generation Z using a qualitative descriptive approach. Through this analysis, it is expected to explore the views and experiences of generation z consumers towards influencer marketing in decision making. So that it can provide meaningful involvement for the development of digital marketing science and can provide a deeper understanding of consumer behavior.

References

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Published

2024-12-25

How to Cite

Saputra, M. D., Ardianto, A. E., Zanuba S.N, M. I., Nugraha, R. H., & Kusumasari, I. R. (2024). The Influence of Influencer Marketing on Purchasing Decisions in Generation-Z (Study on Students who use TikTok at UPN "Veteran" East Java). Jurnal Bisnis Dan Komunikasi Digital, 2(2), 7. https://doi.org/10.47134/jbkd.v2i2.3488

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