PENGARUH INTERAKSI INFLUENCER DAN STRATEGI BRAND AMBASSADOR TERHADAP MINAT BELI KONSUMEN GEN Z DI VISUAL STORE RANTAUPRAPAT

LUNA FADLILLAH NATHANIA SIREGAR, NPM 2201100089 (2026) PENGARUH INTERAKSI INFLUENCER DAN STRATEGI BRAND AMBASSADOR TERHADAP MINAT BELI KONSUMEN GEN Z DI VISUAL STORE RANTAUPRAPAT. Tugas_Akhir(Artikel) YUME : Journal of Management, 9 (2). pp. 819-832. ISSN 2614-851X (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh interaksi influencer dan strategi brand ambassador terhadap minat beli konsumen Generasi Z di Visual Store Rantauprapat. Penelitian ini menggunakan metode kuantitatif dengan metode survei melalui penyebaran kuesioner kepada responden. Populasi dalam penelitian ini adalah konsumen Generasi Z yang mengikuti Visual Store dan pernah melihat promosi melalui influencer maupun brand ambassador. Teknik pengambilan sampel memakai purposive sampling dengan jumlah sampel sebanyak 96 responden yang ditentukan menggunakan rumus Cochran. Metode analisis data yang digunakan adalah regresi linier berganda dengan bantuan aplikasi SPSS versi 23. Hasil penelitian menunjukkan bahwa interaksi influencer berpengaruh positif dan signifikan terhadap minat beli konsumen Generasi Z dengan nilai t hitung sebesar 2,129 dan signifikansi 0,036 < 0,05. Strategi brand ambassador juga berpengaruh positif dan signifikan terhadap minat beli dengan nilai t hitung sebesar 10,606 dan signifikansi 0,000 < 0,05. Secara simultan, interaksi influencer dan strategi brand ambassador berpengaruh signifikan terhadap minat beli konsumen dengan nilai F hitung sebesar 137,344 dan signifikansi 0,000 < 0,05. Nilai koefisien determinasi (Adjusted R Square) sebesar 0,742 menunjukkan bahwa sebesar 74,2% variasi minat beli dapat dijelaskan oleh kedua variabel tersebut, sedangkan sisanya sebesar 25,8% dipengaruhi oleh faktor lain di luar penelitian ini. Dengan demikian, strategi pemasaran melalui influencer dan brand ambassador terbukti mampu meningkatkan minat beli konsumen Generasi Z di Visual Store Rantauprapat. Kata Kunci : Influencer, Brand Ambassador, Minat Beli, Generasi Z, Pemasaran Media Sosial ============================================================================================== This study aims to analyze the influence of influencer interaction and brand ambassador strategy on Generation Z consumer purchasing interest at Visual Store Rantauprapat. This study uses a quantitative method with a survey method through distributing questionnaires to respondents. The population in this study were Generation Z consumers who attended Visual Store and had seen promotions through influencers and brand ambassadors. The sampling technique used purposive sampling with a sample size of 96 respondents determined using the Cochran formula. The data analysis method used was multiple linear regression with the help of the SPSS version 23 application. The results showed that influencer interaction had a positive and significant effect on Generation Z consumer purchasing interest with a calculated t value of 2.129 and a significance of 0.036<0.05. Brand ambassador strategy also had a positive and significant effect on purchasing interest with a calculated t value of 10.606 and a significance of 0.000<0.05. Simultaneously, influencer interaction and brand ambassador strategy had a significant effect on consumer purchasing interest with a calculated F value of 137.344 and a significance of 0.000<0.05. The coefficient of determination (Adjusted R Square) of 0.742 indicates that 74.2% of the variation in purchase intention can be explained by these two variables, while the remaining 25.8% is influenced by factors outside this study. Thus, marketing strategies through influencers and brand ambassadors have been proven to increase purchase intention among Generation Z consumers at Visual Store Rantauprapat. Keywords: Influencer, Brand Ambassador, Purchase Intention, Generation Z, Social Media Marketing

Item Type:	Article
Uncontrolled Keywords:	Influencer, Brand Ambassador, Minat Beli, Generasi Z, Pemasaran Media Sosial==============Influencer, Brand Ambassador, Purchase Intention, Generation Z, Social Media Marketing
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	18 Jun 2026 02:29
Last Modified:	18 Jun 2026 02:29
URI:	http://repository.ulb.ac.id/id/eprint/2550

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