The Impact Of Using Social Media Influencer On Brand Awareness To Purchase Intention At Scarlett Whitening (Survey On Gen Z)
Abstrak
The background of this research is that there are problems that occur in the ranking of the Scarlett Whitening companyrelated to product sales. Scarlett Whitening occupies the second position as a top local brand. Therefore, this study
was conducted with the aim of examining the variables to be studied in this study, namely, Social Media Influencers,
Brand Awareness and Purchase Intentions on Scarlett Whitening in generation Z. Scarlett uses SMI for branding and
selling their products. An influencer usually has a large number of followers on social media and is generally able to
influence the thoughts and actions of his followers to follow the influencer. This study uses quantitative research
methods, using SPSS and SEM Analysis as software programs to analyze data and survey methods to collect data by
distributing questionnaires to Generation Z who live in DKI Jakarta involving 250 participants.The results of the SEMPLS
analysis show that social media influencers have a positive influence on brand awareness and purchase
intentionThe suggestion, Scarlett whitening company to be more selective in determining more interesting and creative
influencers in general to attract the attention of Generation, can create more unique characteristics
Kata Kunci-Social Media Influencer, Brand Awareness, Purchase Intention, Generation Z
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