DAMPAK PERSONAL BRANDING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z
Reza Rahmadi Hasibuan
= https://doi.org/10.26753/hombis.v3i2.1472 
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Abstract
Penelitian ini mengeksplorasi dampak personal branding dan influencer marketing terhadap keputusan pembelian konsumen generasi Z di Indonesia. Dengan menggunakan desain kuantitatif dan teknik survei, data dikumpulkan dari 100 responden melalui kuesioner yang diuji validitas dan reliabilitasnya. Analisis regresi berganda dilakukan menggunakan SPSS untuk menguji pengaruh simultan kedua variabel tersebut. Hasil menunjukkan bahwa baik personal branding maupun influencer marketing memiliki pengaruh signifikan terhadap keputusan pembelian, dengan influencer marketing menunjukkan pengaruh yang lebih kuat. Personal branding berkontribusi secara positif dengan koefisien 0.45 (p<0.001), sementara influencer marketing memiliki koefisien 0.55 (p<0.001). Temuan ini mengindikasikan bahwa generasi Z sangat dipengaruhi oleh konten yang disebarluaskan oleh influencer di media sosial dan hubungan emosional yang dibangun melalui personal branding. Penelitian ini memberikan wawasan praktis bagi brand lokal dalam merancang strategi pemasaran yang efektif di era digital, menekankan pentingnya memanfaatkan influencer marketing dan memperkuat personal branding. Saran untuk penelitian lebih lanjut termasuk eksplorasi faktor tambahan yang dapat mempengaruhi keputusan pembelian dan penerapan strategi yang lebih terintegrasi untuk mengoptimalkan pengaruh kedua faktor ini di pasar Indonesia.
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