PENGARUH INFLUENCER DAN BRAND POSITIONING TERHADAP KEPUTUSAN PEMBELIAN GENERASI MILENIAL PADA INDUSTRI MAKANAN KEBAB RENDANGCABANG TANGERANG
Published 2025-10-20
Keywords
- Influencer Influence,
- Brand Positioning,
- Millennial Generation Purchasing Decisions
How to Cite
Abstract
The millennial generation, born between 1981 and 1996, is known as a technology-sensitive consumer and is highly influenced by social media. This study aims to determine and analyze the influence of influencers and Brand Positioning on the Millennial Generation's Purchasing Decisions in the Kebab Rendang Food Industry, Tangerang Branch. This study uses a quantitative statistical approach method. The sampling technique used is saturated sampling with 100 respondents. The data collection technique uses observation through questionnaires. The results of this study indicate that the Influence of Influencers (X1) has a significant effect with a value of 0.630 or 63%, which means that the Influence of Influencers (X1) variable has a strong influence on the Millennial Generation's Purchasing Decisions in the Kebab Rendang Food Industry, Tangerang Branch (Y). Brand Positioning (X2) has a significant effect with a value of 0.669 or 66.9%, which means that the Brand Positioning variable (X2) has a strong influence on the Millennial Generation's Purchasing Decisions in the Kebab Rendang Food Industry, Tangerang Branch (Y). The influence of Influencers (X1) and Brand Positioning (X2) simultaneously (together) has a significant influence on the Purchasing Decisions of the Millennial Generation (Y) in the Kebab Rendang Food Industry, Tangerang Branch with a value of 71.7% and the remaining 28.3% is influenced by other factors that the researcher did not examine.
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