ANALYSIS OF THE INFLUENCE OF INFLUENCER MARKETING AS MARKETING ON A BRAND EQUITY PRODUCT PURCHASE DECISION FOR GENERATION Z CONSUMERS IN PEKALONGAN.

Abstract

A form of marketing advertisement where there are parties who support support in promoting a product, which is commonly called an endorsement by someone called done by someone called influencer marketing. Influencer marketing is  one type of marketing done by someone who is widely used and is said to be more effective than marketing done by a person.used and said to be more effective than marketing done through television media.through television media. The purpose of this study is to investigatehow Instagram influencer marketing recommendations influence Generation Z'spurchase decision of Generation Z. With trust factors, brand image factors (brand equity), and influencer marketing factors.equity, and influencer marketing factors. This research was conducted using using a qualitative approach, the data collection method was carried out by conducting interviews and questionnaires using direct questionnaires.conducting interviews and questionnaires using a questionnaire directly. Withlooking for data on trust, brand image factors (brand equity), and influencer marketing factors affecting marketing in marketing decisions.influencermarketing factors influence marketing in purchasing decisions Generation Z consumers. This research proves that the stages of purchasing decisions Generation Z still considers trust factors, brand image factors (brand equity), and influencer marketing factors on Instagram.equity, and influencer marketing factors on Instagram. By knowing the results of the results of this research, we hope that this research can be used as knowledge and insights and considerations for business owners in organizing marketing strategies in the business in determining target consumers, determining marketing strategy in business in determining target consumers, and maximizing profits.

Key words: purchasing decisions, influencers, factorsbrand image (brand equity)