Perwira, Krisnajaya (2023) Pengaruh Brand Image Dan Influencer Marketing Terhadap Minat Beli Generasi Millenial Z Pada Brand Erigo. Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

The purpose of this study was to find out and analyze the effect of brand imageon the buying interest of millennial z generation on the Erigo brand and the influence ofinfluencer marketing on the buying interest of the millennial z in the Erigo brand. Brandimage is the process of selecting, organizing, and translating all information from certainproducts, so as to realize the meaningful representation of the product concerned.Whereas influencer marketing is a person or figure in social media who has a large orsignificant number of followers, and what they convey can affect the behavior of hisfollowers. Interest in buying is a consumer behavior where consumers have the desire inchoosing and consuming a product. Purchase interest will arise if a consumer hasinfluenced the quality and quality of a product and information of a product. The population in this study the millennial z generation who had made a purchase at the Erigo brand, totaling 100 people. Data collection techniques in this studyuse questionnaires. The data analysis technique in this study uses the classicassumption test, t test, test f. Data processing in this study uses the SPSS softwareprogram (version 25.00). Simultaneously the brand image and influencer marketingaffects the buying interest of the millennial z in the Erigo brand

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