Analisis Pengaruh Kredibilitas Influencer, Relevansi Konten, dan Tingkat Keterlibatan Sosial terhadap Perilaku Konsumen Generasi Z dalam Kampanye Influencer Marketing: Studi Kasus pada Industri Fashion di Indonesia

Penulis

  • Moh Gifari Sono Universitas Muhammadiyah Luwuk
  • Mega Ilhamiwati Institut Agama Islam Negeri (IAIN) Curup
  • Widalicin Januarty STIE Eka Prasetya
  • Eva Yuniarti Utami Universitas Sebelas Maret
  • Ferry Arfiansyah Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.58812/jekws.v2i01.889

Kata Kunci:

Kredibilitas Influencer, Relevansi Konten, Tingkat Keterlibatan Sosial, Perilaku Konsumen, Generasi Z, Influencer Marketing, Industri Fashion, Indonesia

Abstrak

Penelitian ini menyelidiki dinamika rumit yang memengaruhi perilaku konsumen Generasi Z di industri fesyen Indonesia, dengan fokus pada peran kredibilitas influencer, relevansi konten, dan keterlibatan sosial. Pendekatan kuantitatif digunakan, dengan mensurvei sampel konsumen Generasi Z yang beragam di berbagai kota besar di Indonesia. Analisis model pengukuran menetapkan reliabilitas dan validitas konstruk, sementara model struktural mengungkapkan hubungan yang signifikan dan positif antara kredibilitas influencer, relevansi konten, keterlibatan sosial, dan perilaku konsumen. Temuan ini memberikan wawasan yang dapat ditindaklanjuti oleh para pemasar dan influencer, yang menekankan pentingnya membangun kredibilitas, membuat konten yang relevan, dan mendorong keterlibatan sosial untuk secara efektif terhubung dan mempengaruhi konsumen Generasi Z.

Referensi

-, N.B. (2023). A Study on Gen Z Consumer Perception towards Celebrity Endorsement and Its Impact on Brand Building. International Journal For Multidisciplinary Research.

Akbar, A., & Dellyana, D. Maximizing Simultaneous Social Media Communication: A Study on Purchase Intention among Millennials and Generation Z in the Online Language Learning Industry.

Andhini, G. K., & Ramadhan, A. S. (2023, May). The Role of Social Media Influencer towards Fashion Brand Sales for Indonesia's Young Consumers. In 2023 8th International Conference on Business and Industrial Research (ICBIR) (pp. 155-160). IEEE.

Britto, R. J. (2023). Social media engagement and democracy: Understanding the impact of social media on youth civic engagement in Tanzania.

Cirstea, P., & Anagnoste, S. (2023). Young, Wild & Entrepreneurial: Generation Z’s Affinity for Entrepreneurship. In Proceedings of the International Conference on Business Excellence (Vol. 17, No. 1, pp. 930-947).

Fan, F., Chan, K., Wang, Y., Li, Y., & Prieler, M. (2023). How influencers’ social media posts have an influence on audience engagement among young consumers. Young Consumers, 24(4), 427-444.

Fathinasari, A. A., Purnomo, H., & Leksono, P. Y. (2023). Analysis of the Study of Digital Marketing Potential on Product Purchase Decisions in Generation Z. Open Access Indonesia Journal of Social Sciences, 6(5), 1075-1082.

Gabriela, R. I., Lubis, R. N., & Rahayu, F. (2023). Consequences of Social Media Marketing Activity and Trust on Local Fashion Brands in Indonesia. The Management Journal of Binaniaga, 8(1), 1-16.

George, A., Joseph, A., Abraham, M., & Joseph, E. T. (2023). Brand trust and engagement in social commerce. International Journal of Consumer Studies.

Ghaly, M. I. (2023). The influence of user-generated content and social media travel influencers credibility on the visit intention of Generation Z. Journal of Association of Arab Universities for Tourism and Hospitality, 24(2), 367-382.

Guo, W., & Luo, Q. (2023). Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility. Journal of Retailing and Consumer Services, 73, 103353.

Hapsari, R., Thongkern, T., & Zaini, M. T. (2023). Fashion-preneur and Social Media: A strategy to Enhance Teens’ Awareness, Trust and Loyalty towards Indonesian Local Fashion Brands. APMBA (Asia Pacific Management and Business Application), 11(3), 345-354.

Hermawan, F., Karjo, C. H., Wijayanti, S. H., & Napitupulu, B. E. (2023). Characteristics of Gen-Z YouTube Viewers as Potential Consumers for Influencer Marketing. European Journal of Business and Management Research, 8(3), 113-118.

Khan, S., Zaman, S. I., Shah, A., & Anwar, A. (2023). A historical comparison of social media influencer’s effect on purchase intention of health related products: A longitudinal pre-post Covid 19 study using an Artificial Neural Network (ANN) and Structural Equation Modeling (SEM). https://doi.org/10.22541/au.168625623.39576543/v1

Kondort, G., Pelau, C., Gati, M., & Ciofu, I. (2023). The Role of Fashion Influencers in Shaping Consumers’ Buying Decisions and Trends. In Proceedings of the International Conference on Business Excellence (Vol. 17, No. 1, pp. 1009-1018).

Lalwani, E., Kumar, G., & Rani, M. (2021). the Influence of Social Media on Buying Behaviour of Generation-Z. Archives.Palarch.Nl, 18(8), 4239–4253. https://archives.palarch.nl/index.php/jae/article/view/9662

Muhammad, R. L., & Mirzanti, I. R. (2023). Proposed Innovation Strategy for Streetwear MSMEs using TOWS: Asbhoel.

Nadanyiova, M., & Sujanska, L. (2023). The Impact of Influencer Marketing on the Decision-Making Process of Generation Z. Economics and Culture, 20(1), 68-76.

Nair, J. (2023). Creating brand loyalty: Role of brand love, trust, product quality, customer service on customer engagement among social media users. Journal of Management Research and Analysis, 10, 87-91.

Octaviani, R. A., & Hartono, A. (2023). The Effect of Influencer and Endorsement Content on Consumer Purchase Intention. Journal of Economics, Management and Trade, 29(7), 83-97.

Ooi, K. B., Lee, V. H., Hew, J. J., Leong, L. Y., Tan, G. W. H., & Lim, A. F. (2023). Social media influencers: An effective marketing approach?. Journal of Business Research, 160, 113773.

Popa, A., Barbu, C. A., & Ionașcu, A. E. The New Paradigm of Online Marketing: A Study of Generation Z Consumers’ Behaviour and Their Attitude Towards Brands.

Pradhan, D., Kuanr, A., Anupurba Pahi, S., & Akram, M. S. (2023). Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology & Marketing, 40(1), 27-47.

Rini, I. T. C. (2023). Factors Influencing Purchase Intention Against Marketplace Users in Gen Z: Factors Influencing Purchase Intention Against Marketplace Users in Gen Z. INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW, 1(2), 58-68.

Sahu, M., & Karnuta, K. (2022). Digital Marketing in the Makeup Industry-Attraction and Retention of Generation Z. Journal of Student Research, 11(4).

Saini, S., & Bansal, R. (2023). Power of Social Media Influencer Credibility on the Influence of Brand Attitude. In Influencer Marketing Applications Within the Metaverse (pp. 167-177). IGI Global.

Sertori, B. R. P., Bagatini, F. Z., & Perin, M. G. (2023). Generation Z and Sustainable Consumption: Motivators To Purchase Beauty and Personal Care Products. Revista Gestão e Desenvolvimento, 20(1), 3–27. https://doi.org/10.25112/rgd.v20i1.3147

Sethuraman, P. (2023). Social Media's Effect on Millennials and Generation Z's Green Purchasing Habits. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(5), 16.

Singh, D. V. (2023). INFLUENCING GEN Z MINDSET TOWARDS A PRODUCT THROUGH CONTENT MARKETING. EPRA International Journal of Economics, Business and Management Studies (EBMS), 10(6), 5-16.

Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The role of social media engagement in building relationship quality and brand performance in higher education marketing. International Journal of Educational Management, 37(2), 417-430.

Tian, S., Cho, S. Y., Jia, X., Sun, R., & Tsai, W. S. (2023). Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers. Journal of Product & Brand Management.

Tiwari, A., Kumar, A., Kant, R., & Jaiswal, D. (2023). Impact of fashion influencers on consumers' purchase intentions: theory of planned behaviour and mediation of attitude. Journal of Fashion Marketing and Management: An International Journal.

Tsourela, M. (2023). Successive intertwining of young consumers’ reliance on social media influencers. Communications, (0).

Wu, Y., Yang, S., & Liu, D. (2023). The effect of social media influencer marketing on sustainable food purchase: Perspectives from multi-group SEM and ANN analysis. Journal of Cleaner Production, 137890.

Zaman, S. A. A., Anwar, A., & Haque, I. U. (2023). Examining the Mediating Effect of Online Engagement and Online Reviews: The Influence of Influencer Credibility on Consumer Purchase Intentions. Pakistan Business Review, 24(4), 389-410.

Unduhan

Diterbitkan

2024-01-30

Cara Mengutip

Sono, M. G., Ilhamiwati, M., Januarty, W., Utami, E. Y., & Arfiansyah, F. (2024). Analisis Pengaruh Kredibilitas Influencer, Relevansi Konten, dan Tingkat Keterlibatan Sosial terhadap Perilaku Konsumen Generasi Z dalam Kampanye Influencer Marketing: Studi Kasus pada Industri Fashion di Indonesia. Jurnal Ekonomi Dan Kewirausahaan West Science, 2(01), 11–23. https://doi.org/10.58812/jekws.v2i01.889

Terbitan

Vol 2 No 01 (2024): Jurnal Ekonomi dan Kewirausahaan West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2024 Moh Gifari Sono, Mega Ilhamiwati, Widalicin Januarty, Eva Yuniarti Utami

Creative Commons License

Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.