Perception of Generation Z on the Credibility of Instagram Influencers: A Case Study on Students’ Purchase Intention
Abstract
The purpose of this research is to examine Generation Z students’ perception of Instagram influencers’ credibility and their influence on purchase intention in a private university in Malaysia. The research was based on the Stimulus Organisms Response theory. The research employed a quantitative research method using a cross-sectional survey. The data was collected from 203 Generation Z students, aged between 18 and 25, using a questionnaire. The questionnaire was designed to measure three variables, perception of influencers, influencers’ credibility, and purchase intention. The reliability tests showed a high level of reliability for all variables, as indicated by a value of 0.966 for perception, 0.949 for credibility, and 0.898 for purchase intention. The results showed moderately low levels of evaluation of influencers, as indicated by a mean value of 2.35 for perception of influencers and credibility, and a lower value of 1.98 for purchase intention. Although 72.9% of Generation Z students reported having bought products advertised by influencers, 54.7% of them reported being dissatisfied, and 56.8% reported that they would not buy again. The Pearson correlation results showed a strong positive relationship between purchase intention and credibility, as indicated by a value of 0.833 (<.001), and perception, indicated by a value of 0.849 (<.001). The regression results showed that credibility explained 69.4% of purchase intention, and perception explained 72.1%. The research confirms that Generation Z students’ perception of influencers’ credibility is a significant predictor of purchase intention.
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References
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