Factors of Pet Influencers Affecting Decision to Purchase Pet Food Supplement of Generation Y Consumers
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Abstract
This research article aimed to study the factor of pet influencers on the perception of Generation Y consumers, study the influence of pet influencers on the decision to purchase pet supplement of Generation Y consumers. This study is quantitative research, using a survey of 400 sample group members, selected from Generation Y consumers or people born between 1981 and 2000 who had purchased pet supplementary food due to reviews or suggestions by the pet influencers. Data collection tools include questionnaires. Statistics used in the study were descriptive statistics such as frequency, percentage, mean, and standard deviation, and inferential statistical analysis methods such as multiple regression analysis. The research results were found as follows; 1) pet influencer’s effect on the perception of Generation Y consumers was high, both in terms of the person and the pet. 2) the effect of pet influencers was found that the three aspects of such influencer (expertise, trustworthiness, and respect) and two aspects of the pet (behavior and breed) had a positive effect on the decision to purchase pet supplement of Generation Y consumers with statistically significant at the 0.05 level.
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