Generasi Z di Bali: Lifestyle dan Social Media Influencer Mengubah Smoker Menjadi Vapor

  • I Wayan Gede Antok Setiawan Jodi Universitas Mahasaraswati Denpasar
  • Bagus Nyoman Kusuma Putra Universitas Mahasaraswati Denpasar
  • I Made Surya Prayoga Fakultas Ekonomi Dan Bisnis Universitas Mahasaraswati Denpasar
  • Tiksnayana Vipraprastha Universitas Mahasaraswati Denpasar

Abstract

Upaya pemasaran untuk menarik purchase intention adalah dengan memperhatikan lifestyle di masyarakat disertai dengan adanya social media influencer. Dengan semakin meningkatnya purchase intention terutama yang ditujukan pada generasi Z yang berusia 17-25 tahun, penelitian ini bertujuan untuk mencari tahu hubungan lifestyle dan social media influencer terhadap purchase intention. Penelitian ini melibatkan 110 responden di Bali. Ada dua hipotesis yang dikemukakan untuk dianalisis secara mendalam. Terdapat perbedaan pada studi sebelumnya, hasil menyatakan bahwa adanya hubungan antara lifestyle dan social media influencer terhadap purchase intention. Dalam penelitian ini memberikan sejumlah implikasi, batasan dan arahan untuk penelitian selanjutnya

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Published
2021-08-08
How to Cite
SETIAWAN JODI, I Wayan Gede Antok et al. Generasi Z di Bali: Lifestyle dan Social Media Influencer Mengubah Smoker Menjadi Vapor. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, [S.l.], p. 243-252, aug. 2021. ISSN 2302-8890. Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/75701>. Date accessed: 28 jan. 2022. doi: https://doi.org/10.24843/MATRIK:JMBK.2021.v15.i02.p07.
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