THE RELATIONSHIP BETWEEN PERSONAL BRANDING INFLUENCERS ON SOCIAL MEDIA AND PRODUCT PURCHASING DECISIONS IN ADOLESCENTS

This study aims to look at the relationship between personal branding influencers on social media with product purchasing decisions in adolescents. The subjects of this study were 75 students from MAN 4 Jombang. Sampling in this study using the Purposive Random Sampling method, with sample criteria, namely students aged 17 to 19 years. The data collection used in this study was a questionnaire and google form consisting of a 35-item personal branding influencer scale and a 45-item purchasing decision scale. Based on Pearson Product Moment statistical analysis, it is known that the correlation value rxy = 0.473, p = 0.000, where p <0.05 means that the higher the personal branding of influencers on social media, the higher the consumer purchasing decisions on these products. So it can be concluded that the hypothesis in this study is accepted, namely that there is a relationship between personal branding influencers on social media and product purchasing decisions in adolescents.