Impact of Social Media Influencers on Purchase Intention Among Generations Y and Z With Consumer Attitude as Mediation Variable
This study aims to investigate the advertising effectiveness of social media influencer among generations
Y and Z, focusing on source credibility, source attractiveness, product match-up to purchase intention.
Consumer attitude is proposed to mediate between both the exogenous and endogenous relationships of
social media influencer toward purchase intention. To test the empirical models, Structural Equation
Modelling (SEM) was used. Among the softwares used to assist the analysis in this study were AMOS 22.0,
and SPSS 22.0. The samples were 193 respondents. All hypotheses are found to be supported except direct
relationship of source attractiveness to consumer attitudes. Besides that, we can prove that generations as
moderating variables of consumer attitude to purchase intention.
Keywords: Source Credibility; Source Attractiveness; Product Match-up; Consumer Attitude; Purchase
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