SOCIAL MEDIA INFLUENCER, BRAND IMAGE, PURCHASE INTENTION PADA PRODUK GRIYA PERBANKAN SYARIAH (STUDI KASUS GENERASI Y DAN Z DI INDONESIA)

Jayanti Sukma Wardhani, NIM.: 20208012007 (2022) SOCIAL MEDIA INFLUENCER, BRAND IMAGE, PURCHASE INTENTION PADA PRODUK GRIYA PERBANKAN SYARIAH (STUDI KASUS GENERASI Y DAN Z DI INDONESIA). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

With the increase in the ages of Y and Z generations, it shows that Y and Z generations have a big impact on the need for housing properties in Indonesia. However, many of them tend to prefer using a credit mechanism compared to a cash mechanism in buying a house. In addition to economic and financial problems, the internal aspect of Islamic banking, namely the lack of promotion of Griya products as a form of conveying product message information, is also a consideration for Y and Z generations to buy a house. The use of social media influencers is one of the promotional strategies that can have a big impact on the intended target market. The use of social media influencers as a promotional strategy can build online interaction to see individual purchase intention behavior and build a product image. This study aims to examine the influence of Y and Z generation purchase intentions in using Griya Islamic banking products through the Theory Source Credibility approach (attractiveness, expertise, trustworthiness) on social media influencers. The population in this study is generation Y and Z in Indonesia with a sample of 245 respondents. Sampling in this study using purposive sampling and accidental sampling technique. The Smart-PLS Version 3 and SPSS 21 applications were used as data analysis tools. This study shows that expertise, trustworthiness of social media influencers do not have a positive effect on purchase intention but attractiveness has a positive effect on purchase intention. Attractiveness, expertise, trustworthiness have a positive effect on brand image. Attractiveness and trustworthiness have a positive effect on purchase intention through brand image. And expertise has no positive effect on purchase intention through brand image.

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