PENGARUH KOMUNIKASI INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN DALAM MENGEMBANGKAN BRAND LAFIYE DI UNISA YOGYAKARTA

Abstract

This study aims to analyze the influence of influencer marketingon purchasing decisions in developing the Lafiye brand among students at Universitas 'Aisyiyah Yogyakarta. The background highlights the increasing role of digital platforms, particularly Instagram, as a medium for brand communication and consumer engagement through influencers. The research adopts a quantitative descriptive method with a sample of 99 students selected through random sampling. Data were collected using questionnaires and analyzed using SPSS with validity, reliability, and simple linear regression tests. The results show that influencer marketing significantly affects students’ purchasing decisions, with a coefficient of determination (R²) of 0.449, indicating that 44.9% of purchasing decisions are influenced by influencer marketing. Key factors include credibility, attractiveness, relevance of content, and audience interaction. The findings support the Elaboration Likelihood Model (ELM), revealing that persuasive communication occurs through both central and peripheral routes. Students are influenced not only by the message content but also by the perceived values and image of the influencer. This research concludes that influencer marketingplays a critical role in shaping purchase intentions among Gen Z students, emphasizing the strategic importance of selecting relatable influencers in the local context.