?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PERIKLANAN+DAN+INFLUENCER+MEDIA+SOSIAL%0D%0ATERHADAP+KEPUTUSAN+PEMBELIAN+PRODUK+FOOD+AND%0D%0ABEVERAGES+PADA+KONSUMEN+GENERASI+Z+PENGGUNA%0D%0A%0D%0AINSTAGRAM&rft.creator=%09Ibnu%2C++Al+Hafidz%09&rft.subject=300+Ilmu+sosial&rft.subject=320+Ilmu+politik+(politik+dan+pemerintahan)&rft.description=Dalam+era+internet+yang+terus+berkembang%2C+media+sosial%2C+khususnya+Instagram%2C%0D%0Atelah+menjadi+platform+penting+untuk+pemasaran+berbagai+bisnis%2C+termasuk+di%0D%0Asektor+makanan+dan+minuman.+Tujuan+dari+penelitian+ini+adalah+untuk+menyelidiki%0D%0Abagaimana+iklan+dan+influencer+Instagram+berdampak+pada+keputusan+Generasi+Z%0D%0Auntuk+membeli+produk+makanan+dan+minuman.+Generasi+Z%2C+yang+lahir+dari+tahun%0D%0A1997+hingga+2012%2C+dikenal+sebagai+orang+yang+lahir+dan+tumbuh+di+era+teknologi%0D%0Adan+sangat+dipengaruhi+oleh+media+sosial+dalam+proses+pengambilan+keputusan%0D%0Amereka.+Studi+ini+menggunakan+teknik+purposive+sampling+dan+metode%0D%0Anonprobability+sampling.+385+responden+dari+generasi+Z+yang+tinggal+di+Bandar%0D%0ALampung+terlibat+dalam+penelitian+ini%2C+dan+mereka+memiliki+pengalaman+melihat%0D%0Aiklan+dan+influencer+Instagram+yang+mempromosikan+produk+makanan+dan%0D%0Aminuman+serta+melakukan+pembelian+produk+tersebut.+Hasil+penelitian+ini%0D%0Amenunjukkan+bahwa+periklanan+dan+influencer+menunjukkan+adanya+pengaruh%0D%0Apositif+dan+signifikan+terhadap+keputusan+pembelian+dan+secara+simultan%0D%0Aberpengaruh+terhadap+keputusan+pembelian+sebesar+46%2C8%25.%0D%0A%0D%0AKata+kunci%3A+iklan%2C+influencer%2C+Instagram%2C+keputusan+pembelian%2C+food+and%0D%0Abeverages%2C+generasi+Z.%0D%0AIn+the+ever-evolving+internet+age%2C+social+media%2C+particularly+Instagram%2C+has%0D%0Abecome+an+important+platform+for+marketing+various+businesses%2C+including+those%0D%0Ain+the+food+and+beverage+sector.+The+purpose+of+this+study+is+to+investigate+how%0D%0AInstagram+ads+and+influencers+impact+Generation+Z's+decision+to+purchase+food%0D%0Aand+beverage+products.+Generation+Z%2C+born+from+1997+to+2012%2C+are+known+as%0D%0Apeople+who+were+born+and+grew+up+in+the+technology+era+and+are+heavily%0D%0Ainfluenced+by+social+media+in+their+decision-making+process.+This+study+used%0D%0Apurposive+sampling+technique+and+nonprobability+sampling+method.+385%0D%0Arespondents+from+generation+Z+living+in+Bandar+Lampung+were+involved+in+this%0D%0Astudy%2C+and+they+had+the+experience+of+seeing+advertisements+and+Instagram%0D%0Ainfluencers+promoting+food+and+beverage+products+and+making+purchases+of+these%0D%0Aproducts.+The+results+of+this+study+indicate+that+advertising+and+influencers+show+a%0D%0Apositive+and+significant+influence+on+purchasing+decisions+and+simultaneously%0D%0Ainfluence+purchasing+decisions+by+46.8%25.%0D%0A%0D%0AKeywords%3A+periklanan%2C+influencers%2C+Instagram%2C+purchasing+decisions%2C+food+and%0D%0Abeverages%2C+generation+Z&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+POLITIK++&rft.date=2024-06-12&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F87252%2F1%2FAbstrak%2520-%2520ibnualhafidz.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F87252%2F2%2FFile%2520FULL%2520SKRIPSI%2520%2528Tanpa%2520Lampiran%2520Isi%2529%2520-%2520ibnualhafidz.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F87252%2F3%2FFile%2520FULL%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN%2520%2528Tanpa%2520Lampiran%2520Isi%2529%2520-%2520ibnualhafidz.pdf&rft.identifier=+++Ibnu%2C+Al+Hafidz+++(2024)+PENGARUH+PERIKLANAN+DAN+INFLUENCER+MEDIA+SOSIAL+TERHADAP+KEPUTUSAN+PEMBELIAN+PRODUK+FOOD+AND+BEVERAGES+PADA+KONSUMEN+GENERASI+Z+PENGGUNA+INSTAGRAM.++FAKULTAS+ILMU+SOSIAL+DAN+POLITIK+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F87252%2F