PENGARUH INFLUENCER SOCIAL MEDIA DAN CONTENT MARKETING TERHADAP MINAT BELI GENERASI Z DI KOTA PALOPO

Authors

  • Rudi Rudi Universitas Muhammadiyah Palopo, Indonesia
  • Muhammad Ikbal Universitas Muhammadiyah Palopo, Indonesia
  • Hapid Hapid Universitas Muhammadiyah Palopo, Indonesia

DOI:

https://doi.org/10.31959/jm.v14i4.3308

Abstract

Introduction: The advancement of digital technology has transformed the marketing landscape, particularly in reaching Generation Z, who have grown up within the social media ecosystem. Influencer and content marketing have become increasingly popular strategies, as they are believed to shape opinions and drive purchase intention among young consumers.
Methods: This study aims to analyze the influence of social media influencers and content marketing on Generation Z's purchase intention in Palopo City. A quantitative approach was employed, using a survey method that involved 133 respondents selected through purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS 25.
Results: The results show that both independent variables have a positive and significant effect on purchase intention, both partially and simultaneously. The coefficient of determination (R²) value of 0.541 indicates that 54.1% of the variation in purchase intention can be attributed to the influence of social media influencers and content marketing. These findings reinforce the role of digital marketing in supporting MSME growth strategies through the targeted use of social media.
Keywords: Influencer, Content Marketing, Purchase Intention, Generation Z, Digital Marketing

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Published

2025-10-22

Issue

Vol. 14 No. 4 (2025): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)

Section

Articles

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Copyright (c) 2025 Rudi, Muhammad Ikbal, Hapid

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