Electronic Theses and Dissertation

Perkembangan teknologi digital telah mengubah pola komunikasi pemasaran, salah satunya melalui pemanfaatan influencer di media sosial. Influencer marketing menjadi strategi yang banyak digunakan oleh brand untuk memengaruhi sikap dan minat beli konsumen, termasuk dalam pemasaran parfum lokal. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing Ade Setiawan terhadap minat beli parfum lokal brand Mykonos pada e-commerce di kalangan Gen Z Kota Banda Aceh, teori yang mendasari penelitian ini adalah teori AIDA (Attention, Interest, Desire, Action) yang menjelaskan tahapan psikologis konsumen dalam proses pengambilan keputusan pembelian. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner online (Google Form). Sampel penelitian berjumlah 109 responden Gen Z Kota Banda Aceh yang dipilih menggunakan teknik purposive sampling dengan kriteria usia 12–28 tahun dan berdomisili di Banda Aceh. Analisis data dilakukan menggunakan regresi linear sederhana dengan bantuan SPSS untuk mengetahui pengaruh variabel influencer marketing (X) terhadap minat beli (Y). Hasil penelitian menunjukkan bahwa influencer marketing Ade Setiawan berpengaruh positif terhadap minat beli parfum Mykonos di e-commerce. Temuan ini mengindikasikan bahwa informasi, dorongan, peran, dan status influencer mampu membentuk persepsi serta meningkatkan kecenderungan Gen Z untuk membeli parfum Mykonos. Meskipun demikian, tingkat minat beli Gen Z masih berada pada kategori rendah hingga sedang, yang mengindikasikan bahwa faktor lain seperti aroma produk, pengalaman langsung, harga, dan ketersediaan varian juga turut memengaruhi keputusan pembelian.

The rapid development of digital technology has transformed marketing communication patterns, particularly through the use of influencers on social media. Influencer marketing has become a widely adopted strategy by brands to shape consumer attitudes and purchase intentions, including in the local perfume industry. This study aims to analyze the influence of Ade Setiawan’s influencer marketing on the purchase intention of Mykonos local perfume brand on e-commerce among Generation Z in Banda Aceh City. This research is grounded in the AIDA theory (Attention, Interest, Desire, Action), which explains the psychological stages consumers go through in the purchasing decision process. The study employs a quantitative approach with data collected through an online questionnaire (Google Form). The sample consists of 109 Generation Z respondents in Banda Aceh, selected using purposive sampling based on the criteria of being aged 12–28 years and residing in Banda Aceh. Data analysis was conducted using simple linear regression with SPSS to examine the effect of influencer marketing (X) on purchase intention (Y). The results indicate that Ade Setiawan’s influencer marketing has a positive influence on Generation Z’s purchase intention toward Mykonos perfume on e-commerce platforms. This suggests that the influencer’s information delivery, motivational appeal, role, and social status significantly contribute to shaping consumer perception and encouraging buying interest. However, the overall level of purchase intention remains in the low to moderate category, implying that other factors such as fragrance experience, product availability, price, and consumer preference also play a crucial role in purchasing decisions.