Pengaruh Endorsement Influencer Instagram Terhadap Keputusan Pembelian pada Generasi Z

AbstrakBentuk memasarkan pengiklanan yang melibatkan pihak lain untuk mendukung dan mempromosikan sebuah produk atau jasa disebut endorse. Endorse adalah salah satu bentuk digital marketing yang marak diminati dan dinilai lebih besar pengaruhnya dibandingkan dengan pemasaran melalui media televisi. Tujuan penelitian ini untuk mengetahui seberapa besar pengaruh endorsement influencer Instagram terhadap keputusan pembelian pada generasi Z, yang kami fokuskan pada faktor kepercayaan, faktor citra merek, dan faktor influencer. Variabel citra merek, influencer Instagram, dan kepercayaan adalah variabel independen dan variabel keputusan pembelian adalah variabel dependen. Penelitian dilakukan pada generasi Z di Kota Batam dengan menggunakan metode pengambilan sampel Cluster-Dispropotional-Random dengan total sampel sebanyak 149 responden. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif. Metode pengambilan data dilakukan dengan membagikan kuesioner secara online dengan platform yaitu Google Form. Semua analisis data dilakukan menggunakan aplikasi SPSS 25. Untuk uji hipotesis digunakan uji regresi. Ketiga faktor yaitu kepercayaan, faktor citra merek, dan faktor influencer mempengaruhi endorsement influencer Instagram terhadap keputusan pembelian pada generasi Z. Penelitian membuktikan bahwa generasi Z tetap mempertimbangkan faktor kepercayaan, faktor citra merek, dan faktor influencer dalam keputusan pembeliannya walaupun telah dilakukan endorsement oleh influencer Instagram. Dengan mengetahui hasil penelitian ini, kami harap penelitian ini dapat dijadikan pengetahuan dan bahan pertimbangan bagi pemilik usaha untuk mengatur strategi bisnis, sasaran konsumen, dan memaksimalkan keuntungannya.AbstractOne type of advertising promotion that uses other parties to support and market a product or service is called endorsement. Endorsement is a form of digital marketing that is in great demand and is considered to be more effective than advertisements through television. The purpose of this study was to discover the influence of Instagram influencer endorsement on purchase decision in generation Z, which we focused on trust factor, brand image factor, and influencer factor. The variables of brand image, Instagram influencer, and trust are the independent variables and the purchase decision variable is the dependent variable. The research was conducted on generation Z in Batam City using the Cluster-Dispropotional-Random sampling method with a total sample of 149 respondents. The research was conducted using a quantitative approach. The data collection method is done by distributing online questionnaires using Google Form. All data analyzes were performed using the SPSS 25 application. To test the hypothesis, regression test was used. The three factors, which were trust, brand image, and influencer affect Instagram influencer endorsement of purchase decision in generation Z. Research shows that generation Z still considers trust factor, brand image factor, and influencer factor in their purchase decisions even though Instagram influencer have endorsed the product. By finding the results of this study, we hope that this research can be used as knowledge and material for consideration for business owners to manage business strategies, target consumers, and maximize profit

Imported Dengue Case Numbers and Local Climatic Patterns Are Associated with Dengue Virus Transmission in Florida, USA

Aedes aegypti mosquitoes are the main vector of dengue viruses globally and are present throughout much of the state of Florida (FL) in the United States of America. However, local transmission of dengue viruses in FL has mainly occurred in the southernmost counties; specifically Monroe and Miami-Dade counties. To get a better understanding of the ecologic risk factors for dengue fever incidence throughout FL, we collected and analyzed numerous environmental factors that have previously been connected to local dengue cases in disease-endemic regions. We analyzed these factors for each county-year in FL, between 2009–2019, using negative binomial regression. Monthly minimum temperature of 17.5–20.8 °C, an average temperature of 26.1–26.7 °C, a maximum temperature of 33.6–34.7 °C, rainfall between 11.4–12.7 cm, and increasing numbers of imported dengue cases were associated with the highest risk of dengue incidence per county-year. To our knowledge, we have developed the first predictive model for dengue fever incidence in FL counties and our findings provide critical information about weather conditions that could increase the risk for dengue outbreaks as well as the important contribution of imported dengue cases to local establishment of the virus in Ae. aegypti populations