PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA GENERASI Z

Abstract

This research aims to find out how influence Influencer Marketing and Online Customer Reviews have on online purchasing decisions in generation z. The research method used in this research is a survey sample. The number of respondents used in this research was 110 respondents with a sampling technique using the purposive sampling method. The population in this study is all generation z who have shopped online and live in the city of Mataram. The data obtained from these respondents was processed using multiple linear regression analysis methods using SPSS version 26. The research results show that influencer marketing and online customer reviews have a positive and significant influence on online purchasing decisions in generation z.a