The Influence Of Social Media Influencers On The Buying Interest Of The Young Generation With Consumer Attitude As A Mediation Variable
Abstract
This research aims to examine the effectiveness of social media influencer advertising on Generation Y and Z, with a focus on source credibility and attractiveness in relation to purchase intention. The study proposes that consumer attitude mediates the relationship between social media influencer characteristics (both exogenous and endogenous) and purchase intention. Structural Equation Modelling (SEM) was employed to test the empirical models, with SMARTPLS and SPSS utilized for the analysis. A total of 193 respondents were sampled. The findings support all the hypotheses except for the direct relationship between source attractiveness and consumer attitudes. Additionally, the study demonstrates that generational differences act as moderating variables in the relationship between consumer attitude and purchase intention.
Downloads
Copyright (c) 2025 Ade Yuliana, Weni Novandari, Sri Murni Setyawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the Jurnal Fokus Manajemen (JFM) agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Jurnal Fokus Manajemen (JFM) is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
Share — copy and redistribute the material in any medium or format
Adapt — remix, transform, and build upon the material
for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
