TERPAAN MEDIA DAN CITRA MEREK @CRSL.STORE TERHADAP MINAT BELI PRODUK FOLLOWERS GENERASI Z

Abstract

This study aims to determine whether there is an effect of Media Exposure and Brand Image on Purchase Intention among Instagram followers of generation Z. The development of technology and communication in the current era of globalization in Indonesia is growing rapidly. An example of such development is the buying and selling process. The emergence of these developments makes it easier for sellers to influence buyers through social media. Through this media, sellers compete to promote their products to build a good brand image, when a consumer thinks about and has a positive assessment of a brand, a feeling of trust arises which then makes the consumer interested in buying a product. In this study, the @crsl.store Instagram account will be examined as a research object. This research method is quantitative with a positivistic paradigm. The data collection technique in this study was by distributing questionnaires to 390 respondents and studying the literature. The theory used in this study is the S-O-R (Stimulus Organism Responsee) theory. The results of this study indicate that the t value on the Media Exposure variable (X1) with a tcount of 6.748 and a significance value of 0.000 <0.05 and the t value on the Brand Image variable (X2), with a tcount value of 12.189 and a significance value of 0.000 <0.05. The results of the f test, with an fcount value of 283,894 > 3.01 and a significance value (Sig.) 0.000 <0.05. So it can be concluded that Media Exposure and Brand Image have a significant effect on Purchase Intention.