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Submitted
January 23, 2025
Accepted
June 11, 2025
Published
May 31, 2025
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Abstract

Generasi Z menjadi bagian integral dalam kehidupan mereka, termasuk dalam memengaruhi preferensi pembelian. Generasi Z merupakan bagian penting dari kehidupan modern, termasuk dalam hal memengaruhi keputusan pembelian. Studi ini bertujuan untuk mengevaluasi dampak kredibilitas influencer marketing terhadap keputusan pembelian produk skincare Azarine, dengan brand trust sebagai variabel mediasi. Penelitian dilakukan menggunakan pendekatan kuantitatif melalui penyebaran angket pada 96 responden dari Generasi Z yang telah membeli produk Azarine berdasarkan rekomendasi influencer. Hasil penelitian menunjukkan bahwa kredibilitas influencer marketing, yang terdiri dari dimensi trustworthiness, expertise, dan attractiveness, memberi dampak signifikan pada brand trust. Brand trust, yang diukur melalui dimensi reliability dan intentionality, terbukti berperan sebagai mediasi yang memperkuat hubungan antara influencer marketing dan keputusan pembelian. Hasil analisis jalur menunjukkan bahwa influencer marketing secara langsung memengaruhi keputusan pembelian sebesar 34,8%, sedangkan pengaruh tidak langsung melalui brand trust mencapai 48,4%. Penelitian ini berkontribusi pada literatur pemasaran digital dan memberi manfaat praktis bagi industri skincare. Perusahaan disarankan memilih influencer yang sesuai dengan merek dan audiens untuk membangun kepercayaan konsumen dan mendorong pembelian.

Keywords

Influencer Marketing Brand Trust Purchase Decision

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Copyright (c) 2025 Chandra Kuswoyo, Cen Lu, Felicia Abednego

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How to Cite
Kuswoyo, C., Lu, C., & Abednego, F. (2025). Efektivitas Influencer Marketing terhadap Keputusan Pembelian Generasi Z pada Produk Azarine melalui Brand Trust. Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton, 11(2), 417–430. Retrieved from http://jurnal-umbuton.ac.id/index.php/Pencerah/article/view/7036
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