GENERATION-Z BEHAVIOR: SOCIAL MEDIA MARKETING VS BRAND IMAGE
R Nurhasan, H Hendrayati, W Wufron

UNIVERSITAS PENDIDIKAN INDONESIA

Abstract

ABSTRACT: Brand image of a product will increasingly exist if it gets a positive response from consumers through its marketing activities. Marketing media that are widely used today are social media with internet connections, one of which is Instagram. The purpose of this research is to analyze the effect of social media marketing on brand image in the Z-generation in Garut Regency, Indonesia. Data obtained by distributing questionnaires with purposive sempling techniques to 30 resellers. Then the data is tested for validity and reliability, valid and reliable data are analyzed using simple linear regression. The results of data analysis show that social media marketing has a positive effect on brand image in the Z-generation. Complete information presented on social media makes it easy for consumers to find the products needed.

Keywords: Social Media, Brad Image, Gen-Z

Topic: Marketing Management