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Edunity
Volume 2 Number 9, September, 2023
p- ISSN 2963-3648- e-ISSN 2964-8653
Doi:
https://edunity.publikasikupublisher.com/index.php/Edunity/index
THE RELATIONSHIP BETWEEN MY FAIRY FOLLOWING
SOCIAL MEDIA INFLUENCERS AND THE BUYING DECISION
OF THIS LOCAL BRANDSEX (CORRELATION RESEARCH ON
GENERATION Z)
Nadhifa Yasmin Tamariyani
1
, Intan R. Mutiaz
2
Institut Teknologi Bandung,Indonesia
E-mail: [email protected]
ABSTRACT
Abstract: This study aims to determine the relationship between consumptive behavior and
strategies for using social media influencers with the decision to buy local unisex brands among
Generation Z. The questionnaire was used as an instrument in data collection which was
distributed via Google form to 276 respondents who came from Generation Z or someone aged
12 to 27 years who live in the city of Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi).
Instrument testing uses validity and reliability tests with 22 sub-indicator items, it is known that
all items are valid and reliable. The results of the normality test show that the data is normally
distributed with a significance value of 0.062. The linearity test obtained the results of 0.146 >
0.05, it can be said that the variables in this study were linear. The results showed that: 1) There
is a positive relationship between the strategy of using social media influencers and the decision
to purchase local unisex brand fashion products by Generation Z. 2) There is a positive
relationship between Generation Z consumptive behavior and the decision to buy local unisex
brand fashion products. 3) There is a positive relationship between the strategy of using social
media influencers and consumptive behavior together with the decision to purchase unisex local
brand fashion products. The contribution of consumptive behavior and influencer-following
behavior to purchasing decisions is 39.1%, and the rest is influenced by other variables not tested
in this study.
Keywords: consumer behavior; influencers; purchasing decisions; local brands
Introduction
At the end of 2021, it was known that 53.73% of the Indonesian population had accessed
the internet. We Are Social in its research found that social media users in Indonesia
have increased, where in 2015 there were 72 million accounts, in January 2016 it reached
79 million and in 2017, the number reached 106 million accounts or equivalent to 34% of
the population. (Iqhrammullah et al., 2021). The high number of social media users has
influenced the marketing pattern through social media influencers. Influencers bridge
the interaction process between brands and consumers. September 2022, there were 159
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creator accounts with more than 10 million followers on Instagram, TikTok and
YouTube in Indonesia (Statista.com, 2023). In January 2019, 35% of manufacturers stated
that marketing using influencers is very effective, reaching 45%. (Prayogo & Nurdian,
2020).
Before deciding to make a purchase, according to Tjiptono in (Katrin et al., 2017),
consumers will recognize the problem, search for information related to certain products
or brands and evaluate how good some of the alternatives are until then make a
purchase.
In the field of fashion in particular, the use of social media influencers is increasing,
especially in products used by young people who have been using internet technology
since they were young, namely generation Z. Based on the findings of Grail Research in
(Rastati, 2018) generation Z tends to have consumptive behavior that can be influenced
by internal and external factors. The age of generation Z at this time is between the ages
of 12 and 27 years old, and since a young age generation Z has been introduced to
various technological existences, such as smartphones to various social media (Ericson
et al, 2021) in (Walgito, 2010).
So far, fashion trends in Indonesia are still oriented towards Western countries (Europe
and America). Currently, one of the stronger trend directions is the tendency for
consumers not to consider the gender of the clothing category, whether the clothing is
intended for women or men, known as unisex products.Unisex clothing can be
interpreted as clothing that can be worn by both women and men, Bardey et al.(2020)
stated that genderless fashion or unisex is often associated and equated with
androgynous fashion, although at first glance the two things look the same because the
fashion concept of the two things is the same, namely clothes that can be worn by all
genders, men and women (Mariyono & Maskuri, 2023). Until now, local unisex product
manufacturers are growing among Indonesians. This can be seen with the existence of
several local brands with unisex themes. Many local brands create designs that are
suitable to be worn by both genders, namely men and women, which can be called
unisex clothing. (Pambudi, Winarno, & Dwiyogo, 2019). It is stated in a survey
conducted by (blog.jakpat.net, 2015), that the development of Indonesian local brands is
followed by various age groups and is in demand because of good design [70.78%] and
good quality [62.65%].
Unisex fashion is the main thing for generation Z to show their identity and group. In
this case, the emergence of consumptive behavior in generation Z can be influenced by
social media influencers driven by the advancement of technology (social media) which
will ultimately affect purchasing decisions. (Oktafikasari & Mahmud, 2017).
Consumptive behavior is characterized by excessive, wasteful, and unpredictable
consumption behavior of products and services. This behavior is influenced by social
elements in one's life (Nanda, 2015). Besides that, (Kotler, 2017) mentioned that,
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purchasing products without planning, purchasing products because of great desire and
social status, and also the conformity factor of using products, can be an indication of
consumptive behavior.
In addition to consumptive behavior, generation Z in deciding product purchases also
has a tendency to follow influencers, because according to (Anjani & Irwansyah, 2020)
with content uploaded and written by influencers through social media, it has an
influence on their followers. This is reinforced by (Khrishananto & Adriansyah, 2021)
that consumptive behavior is influenced by how often people use social media sites such
as Instagram. Brand consumption increases as a result of social media influencers
gaining the trust of their followers. Influencers can increase product recognition among
a wider audience and marketing levels due to their appeal, which is based on their
trustworthiness, communication skills, and high public attention to these influencers
seen from the large number of followers on their social media accounts. (Maulana &
Hamidi, 2020).
Based on the explanation above, the purpose of this study is to determine the
relationship between consumptive behavior and behavior following social media
influencers with the decision to buy unisex local brands made by generation Z.
Research Method
Research Design
This research was conducted from October 2021 to June 2022 online using Google Forms to
distribute questionnaires. The place of this research was conducted in South Jakarta. Meanwhile,
interviews were conducted in July 2023 online using Google Meet, the place of this research was
conducted in Jakarta.
Population and samples
This research uses sequential explanatory mix methods, which begins with quantitative research,
then continues with qualitative research which aims to enrich and further explore the results of
quantitative research. This method makes it easier for research to collect consistent data from the
study to be carried out.
Sample
Purposive sampling was used in determining the sample in this study, because the sample criteria
for Generation Z or someone aged 12 to 27 years who lives in the city of Jabodetabek. (Zamzami
& Putra, 2019). Thus, a suitable sample of 276 respondents was obtained. After that, interviews
were conducted to validate the statistical results that had been obtained with three selected
informants with the characteristics of using a unisex local brand, following several of the same
social media influencers and making repeat purchases on the local brand's products.
Research variable
because of the conformity that uses the product.
Behavior There are 3 (three) variables that will be examined in this study, as follows:
1. Consumptive behavior (Variable X1), consisting of 4 (four) indicators consisting of
buying without planning, buying because of great desire, buying because of status, and
buying following influencers (Variable X2), consisting of 2 (two) indicators consisting
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of: influencer attachment to followers and influencer credibility.
2. Purchasing Decision (Variable Y), consists of 5 (five) indicators consisting of:
recognize the problem (need or desire to buy), search for product information, consider
alternatives, buy products and evaluate purchases.
Research Data Instrument
The use of a questionnaire consisting of 22 statement items from all research variables as a
research instrument, where variable X1 consists of 7 sub indicators, variable X2 consists of 7
(seven) sub indicators, and variable Y consists of 8 (eight) sub indicators. The questionnaire uses
a Likert scale with a range of 1 (for the most negative statement) to 5 (the most positive statement).
Based on instrument testing consisting of validity tests, the following results were obtained:
Tabel 1. Hasil Uji Validitas
Item
Indicator
Sig.
rhitung
rtabel
Description
X1.1
Purchase of products because of needs
0.000
0.366
0.118
Valid
X1.2
Purchasing products because of desire
0.000
0.548
0.118
Valid
X1.3
Purchasing products because you
want to follow trends
0.000
0.741
0.118
Valid
X1.4
Purchasing products because of
friendship encouragement
0.000
0.756
0.118
Valid
X1.5
Buying products because of
encouragement from family
0.000
0.587
0.118
Valid
X1.6
Buying products because the brand is
very good
0.000
0.639
0.118
Valid
X1.7
Buy local brand products once or
more a week
0.000
0.674
0.118
Valid
X2.1
Follow social media influencers
because the content is interesting and
useful
0.000
0.813
0.118
Valid
X2.2
Follow social media influencers
because I idolize them
0.000
0.807
0.118
Valid
X2.3
Follow a social media influencer
because I like their brand
0.000
0.819
0.118
Valid
X2.4
Followed social media influencer
gives an honest review of a product
0.000
0.871
0.118
Valid
X2.5
Encouraged to use products used by
social media influencers
0.000
0.871
0.118
Valid
X2.6
Social media influencers have a great
influence on the marketing of a brand
0.000
0.740
0.118
Valid
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Item
Indicator
Sig.
rhitung
rtabel
Description
X2.7
Decided to buy a product because I
was influenced by a social media
influencer's review
0.000
0.862
0.118
Valid
Y1
Decided to buy a product because I
needed it
0.000
0.697
0.118
Valid
Y2
Decided to buy a product because of
good reviews
0.000
0.727
0.118
Valid
Y3
It is better to buy local brand products
than foreign products
0.000
0.701
0.118
Valid
Y4
Bought a unisex local brand product
because I was satisfied with the
previous purchase
0.000
0.801
0.118
Valid
Y5
Buying unisex local brand products
because of recommendations from
social media influencers
0.000
0.571
0.118
Valid
Y6
Buying local brand products when
there are promos and price cuts
0.000
0.602
0.118
Valid
Y7
Unisex local brand products are very
useful
0.000
0.741
0.118
Valid
Y8
Really like unisex local brand
products
0.000
0.748
0.118
Valid
Sumber: Analyze Research Data, 2023
Based on the table above, it can be seen that each indicator used has a significance value <0.05
and the rcount> rtable value, so it can be stated that all indicators are valid. The results of the
reliability test can be seen from the following table:
Table 2. Reliability Test Results
Variables
Cronbach's Alpha
N ofItems
Description
Consumptive Behavior
0.736
7
Reliabel
Influencer Following Behavior
0.923
7
Reliabel
Purchase Decision
0.842
8
Reliabel
Sumber: Olah Data Penelitian, 2023
From the table above, it is known that the Cronbach'a Alpha value for all variables is> 0.7, so it
can be stated that the three variables are reliable.
Data analysis
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After the instrument test is carried out, the next step is to test the relationship between
the research variables, a classical assumption test is carried out which consists of
normality test, linearity test, heteroscedasticity test, multicollinearity test. Hypothesis
testing in this study consists of chi square test, t test, F test, multiple linear regression
analysis.
RESULTS AND DISCUSSION
Most or around 27.94% of Indonesia's population belongs to generation Z. Those who are
classified as generation Z are Indonesian residents who were born between 1997-2010 or aged
between 10 and 27 years old. (Wu et al., 2021). Most or around 27.94% of Indonesia's population
belongs to generation Z. Those who are classified as generation Z are Indonesian residents who
were born between 1997-2010 or aged between 10 and 27 years old
Figure 1: Composition of Indonesia's Population by Generation in 2020
Source: BPS, 2021
Descriptive Analysis
Data from questionnaires distributed via Google form were recapitulated and evaluated
to determine the descriptive value of each variable. This study consists of variables of
consumer behavior, influencer following behavior and purchasing decisions. By
calculating the score and average and total score for each research variable, setting the
interval in five categories: The lowest assessment score is 1 The highest assessment score
is 5, so the interval value is 0.80.
Table 3. Interval Scale
Score
Score
Interval
Consumptive
Behavior
Influencer
Following Behavior
Purchasing
Decision
1
4.21 – 5
Excellent
Excellent
Excellent
2
3.41 – 4.2
Good
Good
Good
3
2.61 – 3.4
Keep
Keep
Keep
4
1.81 – 2.6
Bad
Bad
Bad
5
1.0 – 1.8
Very bad
Very bad
Very bad
Source: Research, 2023
Test the hypothesis
Chi Square Test
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The use of the chi square test in this study is to determine the relationship between two
independent variables, namely testing whether there is a relationship between
consumptive behavior and the behavior of following social media influencers. As for the
provisions, if the value of Asymptotic Significance < 0.05 then there is a significant
relationship, while if the value is > 0.05 then there is no relationship between the two
variables. Here are the results of the chi Square test:
Table 4. Chi Square Test Results
Chi-Square Tests
Value
Df
Asymptotic Significance (2-sided)
Pearson Chi-Square
844.063a
506
0.000
Likelihood Ratio
429.139
506
0.994
Linear-by-Linear Association
74.351
1
0.000
N of Valid Cases
276
Source: Research, 2023
In the table above, it can be seen that the Asymptotic Significance value of Pearson Chi-
Square is 0.000 < 0.05, so it can be said that there is a significant relationship between
consumptive behavior variables and the behavior of following social media influencers.
T Test
Deep This study was conducted with the intention to test how much influence the
independent variables (consumptive behavior and following behavior influencers)
partially, to the dependent variable (decision to buy a local brand). The provision of this
test is by comparing between t valuescount with ttable Or it can also be by looking at the level
of significance.
Table 5 T Test Results
Coefficientsa
Type
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
B
Std.
Error
Beta
1
(Constant)
4.023
1.060
3.795
0.000
Perilaku_Konsumtif
0.335
0.065
0.291
5.133
0.000
Perilaku_Mengikuti_Influencer
0.316
0.043
0.416
7.348
0.000
Source: Research, 2023
The table above shows the calculated t value for the consumptive behavior variable (X1)
of 5,133 > t table 1,968 and the behavioral variable following social media influencers of 7,348 >
ttable 1,968, with a significance level of 0.000 < 0.05, so it can be interpreted that partially
there is an influence of the independent variable on the dependent variable.
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Test F
This study was conducted to examine whether or not there was a simultaneous influence
of independent variables of consumptive behavior and influencer following behavior)
on the dependent variable (decision to buy local brands). The results of the F test are as
follows:
Table 6 F Test Results
ANOVAa
Type
Sum of Squares
Df
Mean Square
F
Sig.
1
Regression
2748.410
2
1374.205
87.583
.000b
Residuals
4283.460
273
15.690
Total
7031.870
275
Source: Research, 2023
Based on the table above, it is known that the calculated F value of 87.583 is greater than
the F table of 3.0288, so it can be interpreted that simultaneously the independent
variable affects the dependent variable. This means that together the variables of
consumptive behavior and behavioral variables following social media influencers affect
the variables of purchasing decisions of local unisex brands.
Multiple Linear Regression Test
To test consumptive behavior in generation Z can be influenced by social media
influencers Driven by the advancement of technology (social media) which will
ultimately affect buying decision making, a multiple linear regression test was carried
out, because this study involved more than one independent variable. This is to ascertain
the direction and degree of influence of independent factors on the dependent variable.
Table 7 Multiple Linear Regression Test
Coefficientsa
Type
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
B
Std.
Error
Beta
1
(Constant)
4.023
1.060
3.795
0.000
Perilaku_Konsumtif
0.335
0.065
0.291
5.133
0.000
Perilaku_Mengikuti_Influencer
0.316
0.043
0.416
7.348
0.000
Source: Research, 2023
Based on the table above, the regression equation can be made as follows:
Y = a + b1.x1 + b2.x2
Y = 4.023 + 0.335 + 0.316
It can be interpreted that the value of a of 4.023 is a constant or state when the purchase
decision variable has not been influenced by other variables. If the independent variable
is absent, then the purchase decision is less likely. B1 (regression coefficient value x1) of
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Brandsex (Correlation Research on Generation Z)]
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0.335, shows that the consumptive behavior variable has a positive influence on
purchasing decisions, meaning that every increase of 1 unit of consumptive behavior
variables will affect the purchase decision variable by 0.335, assuming other variables
that affect the purchase decision do not. B2 (regression coefficient value x2) of 0.316,
indicating that the behavioral variable following influencers has a positive influence on
purchasing decisions, meaning that the behavior of following influencers will affect the
purchase decision variable by 0.316, assuming other variables that affect purchase
decisions are not studied in this study.
Interview Results
In this study, interviews were conducted to validate the results of the questionnaire
approach or existing statistical results as a complement to existing data. The technique
used in determining informants in this study is purposive sampling. In this study,
researchers use informants to answer and provide more detailed information to
researchers. The selected informant is considered to have a great interest in the problem
under study. Interviews will be conducted with three selected informants with the same
characteristics, having a strong interest in unisex local brands, following fashion trends,
especially unisex fashion trends, and following the same influencers, and buying and
using several unisex local brands. Here is a list of names of informants, whom the
researcher will be asked for information:
Table 8. List of Informers
No.
Name of Informant
Age
Gender
Work
1
Rahulla Zein Ihsan
24
Man
Student
2
Rahmi Riezalina
24
Woman
Employee
2
Siti Ghina Marliana
23
Woman
Employee
These three informants were chosen because they both follow several social media
influencers who have a gender fluid style, namely Kenthadi, Alegeor and Lystianvld.
In addition, selected informants made repeat orders at the same local unisex brands such
as Hanaka Classic and New Normal Cult.
Discussion
Based on data compiled by the Central Statistics Agency (BPS) and also the Ministry of
Home Affairs, it is stated that most of the population in Indonesia is a population that
falls into the Gen Z category or ranges in the age of 12 to 27 years. The development of
this unisex fashion trend has become one of the fashion fashions favored by generation
Z. In its implementation, the development of this fashion trend is certainly inseparable
from the marketing strategy carried out by the brand owner, where one of the strategies
is to use influencers through social media. The use of influencer marketing so far,
according to several surveys, has been quite effective in increasing people's buying
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Brandsex (Correlation Research on Generation Z)]
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interest in a product. On the other hand, generation Z also sometimes shows
consumptive behavior where buying something is not based on need but just because of
participation, one of which is following influencers.
Based on the results of a study of 276 samples of generation Z who live in Jabodetabek,
it is known that most respondents have consumptive behavior in purchasing unisex local
brand products. They make a purchase, because they see an influencer. Even though in
fact it does not need or need the product.
Based on statistical testing in this study, it is known that having a purchase decision for
local brand fashion products has a correlation with the behavior of following social
media influencers, this can be seen from the results of the Chi Square test. This is in line
with the opinion expressed by Anjani &; Irwansyah (2020) that in general, social media
has the power to raise the name of a brand, this is because an influencer is paid or
endorsed by a brand to be able to promote the goods sold or services offered by the
brand. An "influencer" is an individual who has a significant following on social media
who is paid by a brand or product to promote their product to its followers, the goal of
which is to persuade followers to buy similar products.
According to the results of interviews with three informants, it can be interpreted that
the influence of social media influencers on the decision to buy local unisex brands has
a considerable impact with interesting reviews of the aesthetics and the way the
influencers themselves are delivered to their followers. Buying decisions for consumers
are also formed because consumers together want to be seen by their environment. The
behavior of following social media influencers also influences the decision to buy local
unisex brands. The unisex trend that has entered Indonesia has developed a lot due to
internet technology and the role of influencers and followers who continue to make
repeat purchases and give reviews on social media, especially by generation Z who are
attached to the internet and social media.
In addition, partially the consumptive behavior of generation Z has a significant effect
on the purchase decision of local brands uniseks. Similarly, the behavior of following
social media influencers, which partially influences the decision to buy local brands
uniseks. That is, without following the behavior of influencers, generation Z is also
consumptive so that it affects their decision to buy local brands unisesk. The influence
of social media influencers is quite large in marketing a brand, including local unisex
brands, so that generation Z who are not too consumptive tend to decide to buy local
unisex brands because they see influencers on the same social media have good
reciprocity in marketing the business product itself and increase unisex trends in society.
Conclusion
Generation Z positively has consumptive behavior that can have an impact on purchasing
decisions for unisex fashion products on local brands. The existence of social media that
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has been embedded in the behavior of generation Z since early childhood, makes
generation Z more follow what is contained in social media including following
influencers whose roles tend to manipulate and are adept at marketing existing products
or services including local unisex fashion brand products. The consumptive behavior is
also driven by the role of the existing environment such as family and friendship. The
emergence of consumptive behavior in generation Z is also supported by purchasing
decisions that only follow social media influencers or follow the environment, not
because of their own needs. The existence of consumptive behavior in society, especially
generation Z, also has a beneficial bond for unisex local businesses because of the
increase in sales using social media influencer strategies that make the brand name rise.
Similarly, social media influencers benefit from providing product reviews as
endorsements.
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