Confession of a Shopaholic: The Purchase Decision Behavior of Generation Z

Aims: This study aims to determine, both simultaneously and partially, the effect of Influencer Marketing (IM) and Social Media Marketing (SMM) on Purchasing Decisions (PD) on Uniqlo fashion products.

Study Design: This type of research is descriptive quantitative research which aims to examine the relationship between the independent variable and the dependent variable.

Place and Duration of Study: State University of Makassar, from June to September 2024.

Methodology: The population in this study were students who used Uniqlo products at the State University of Makassar. The sampling technique in this study was non-random sampling and the type of sampling used was purposive sampling with the number of samples was 100 respondents. The data analysis method in this study consists of several tests consisting of Validity and Reliability Tests, Classical Assumption Tests, Multiple Linear Regression Analysis, and Hypothesis Tests, and uses SPSS in data processing.

Results: The study found a significant correlation between influencer marketing, social media marketing, and purchasing decisions. Based on the results of data analysis, it is known that the significance value of the Influencer Marketing on Purchase Decision is 0.016 <0.05 and the t value is 2.444> t table 1.98447. Furthermore, the Social Media Marketing has a t value of 8.976> t table 1.98447. The significance value for the effect of the Social Media Marketing on the Purchasing Decision is 0.000 <0.05 and the t value is 8.976> t table 1.98447. The F value of 129.644 is much greater than the F table of 3.09 (129.644 > 3.09) with a significance level of 0.000 less than 0.05 (0.000 < 0.05).

Conclusion: Based on the results of the study, it is known that both partially and simultaneously, Influencer Marketing and Social Media Marketing have a positive and significant influence on Purchasing Decisions.