THE IMPACT OF DIGITAL INFLUENCER TOWARD PURCHASE DECISION ON INDONESIAN STOCK MARKET (STUDY CASE OF GEN Z IN JABODETABEK)

Tiara Whidi Suci Sukohadinoto Putri, Filda Rahmiati

Abstract


The purpose of this research is to analyze the impact of digital influencer toward purchase decision on Indonesian stock market. The population in this research is Gen z investor or trader in Jabodetabek area. The sample in this research was taken by non-probability using purposive sampling and had received 231 returned e-questionnaire. The research method used in this research is quantitative research and the analyze method was conducted by using Partial Least – Structural Equation Model (PLS-SEM) using SmartPLS. The result of this research indicates that Digital Influencer has not significant influence on purchase decision. In mediating variable, Only the psychology that can significantly mediate the digital influencer on purchase decision but the herding behavior does not have a significant influence.


Keywords


Digital Influencer, Herding Behavior, Psychology, Purchase Decision

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DOI: http://dx.doi.org/10.33021/firm.v9i1.4895

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