The Effect of Informativeness, Entertainment, and Credibility on Purchase Intention for Gen Z Customer in West Sumatera (Case Study of Awlaparr's Viewers on Instagram

Adisty, Luthfiah (2023) The Effect of Informativeness, Entertainment, and Credibility on Purchase Intention for Gen Z Customer in West Sumatera (Case Study of Awlaparr's Viewers on Instagram. Diploma thesis, Universitas Andalas.

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Abstract

This study aims to test and analyze the influence of informativeness, entertainment, and credibility on purchase intention in the viewers of Awlaparr's promotional content as an influencer on Instagram. The sampling technique in this study was non probability sampling. The sample of this study consisted of 100 respondents. Research data processing was carried out using SPSS 23 through Multiple Regression Test, T test, and Coefficient of Determination for hypothesis testing. The results showed that informativeness has a positive and significant effect on purchase intention, entertainment has a positive and significant effect on purchase intention, and credibility has positive and significant effect on purchase intention.

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