The Influence Of Influencer Endorsement And Brand Image On Purchasing Intentions Gen Y And Z

Abstract

This research aims to analyze the influence of influencer endorsement (X1) and brand image (X2) on purchase intention (Y) at Y and Z generation consumers of Erigo products in Semarang City. The data collection method used in this research were questionnaires and literature study. The questionnaires used a Semantic Differencial scale with 10-point scale and the sample collecting method used was convinience random sampling on 100 Y generation consumers and Z generation of Erigo product in Semarang City. The data analysis method used were test of validity, reliability test, three box method test, classic assumption test, multiple linear regression, F test, the coefficient determination, and t test. Based on calculations using IBM SPSS 26 version software, the result of this research showed that the regression equation Y = 0.583 + 0.306X1 + 0.746X2. In addition, the F test result of 519,789 was bigger than F table which was 3,09. Similarly to the F test, the t test result was bigger than t table and had a significance value less than 0,05. So, it can be concluded that influencer endorsement (X1) and brand image (X2) had a significant influence on purchase intention (Y). The most influential variable is brand image (X2)