The Effect of Influencer Marketing and Price on Generation Z’s Purchase Intention toward Trendy Food in Bangkinang City

Authors

  • Yedi Sispurwanto Politeknik Kampar
  • Dzulhijjah Yetti International Business Administration Study Program, Kampar Polytechnic, Indonesia
  • Dedi Kurnia Management Study Program, Master Institute of Technology and Business, Indonesia
  • Muhammad Rukhshah Study Program of Informatics Engineering, Kampar Polytechnic
  • Antoni Pribadi Study Program of Informatics Engineering, Kampar Polytechnic

DOI:

https://doi.org/10.31004/jestm.v5i2.287

Keywords:

Influencer Marketing, Price, Purchase Intention, Generation Z, Trendy Food

Abstract

This study aims to analyze the effect of influencer marketing and price on the purchase intention of trendy food among Generation Z in Bangkinang City. The rapid growth of social media has significantly influenced consumer behavior, particularly among Generation Z, who are known for their high level of digital engagement and openness to new trends. This research employs a quantitative approach using a survey method with a structured questionnaire distributed to respondents aged 17–26 years. A total of 385 valid responses were obtained through purposive sampling, assuming an infinite population. The data were analyzed using multiple linear regression to determine the significance and magnitude of the relationships between variables. The results indicate that influencer marketing has a positive and significant effect on purchase intention, suggesting that endorsements and promotions by social media personalities can effectively stimulate consumer interest. Price also shows a significant influence, indicating that affordability and perceived value remain important considerations for Generation Z consumers. These findings provide practical implications for culinary business owners and marketers in designing promotional strategies that combine influencer engagement with competitive pricing to maximize purchase intention.

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Published

2025-09-25

How to Cite

Sispurwanto, Y., Yetti, D., Kurnia, D., Rukhshah, M., & Pribadi, A. (2025). The Effect of Influencer Marketing and Price on Generation Z’s Purchase Intention toward Trendy Food in Bangkinang City. Journal of Engineering Science and Technology Management (JES-TM), 5(2), 266–275. https://doi.org/10.31004/jestm.v5i2.287

Issue

Vol. 5 No. 2 (2025): September 2025

Section

Articles

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