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

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References
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References
Annur, C.M. (2023). Indonesia Punya Pengguna TikTok Terbanyak ke-2 di Dunia. Retrieved from: https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/
Baqir, M., & Hidayat, A. (2020, Agustus 4). 85 Persen Konsumen E-commerce Berasal dari Generasi Z dan Milenial. Diambil kembali dari Tempo: https://www.tempo.co/ekonomi/85-persen-konsumen-e-commerce-berasal-dari-generasi-z-dan-milenial--594902
Business of Apps. (2023). Influencer marketing statistics: Market size, user engagement, and platform data. https://www.businessofapps.com/data/influencer-marketing-statistics/
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chetioui, Y., Benlafqih, H., Lebdaoui, H. (2020). How Influencers Contribute to Consumer’s Purchase Intention. Journal of Fashion Marketing and Management, 24 (3), 361-376. https://doi.org/10.1108/JFMM-08-2019-0157
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035
Dixon, S.J., (2024). Most Popular Social Networks Worldwide as of April 2024, by Number of Monthly Active Users. Retrieved from https://www.statista.com/statistics/
Euromonitor International. (2024). Beauty and personal care in Indonesia. https://www.euromonitor.com/beauty-and-personal-care-in-indonesia/report
Fathul, M., Salim, M., Aditya, B., & Perdana, H. (2024). Pengaruh Digital Marketing. Brand Image , Dan Influencer Marketing Terhadap Keputusan Pembelian Generasi Z di Kota Makassar. YUME : Journal of Management, 7(1), 279–292.
Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modelling (PLS-SEM). 2e Edition USA: Sage (2nd ed.).
Hootsuite. (2024). Digital 2024: Indonesia. https://datareportal.com/reports/digital-2024-indonesia
Isalman, Ilyas, Istianandar, F. R., & Sahdarullah. (2023). Peran Kredibilitas Influencer Lokal Di Instagram Terhadap Persepsi Kualitas Dan Minat Beli Konsumen Milenial. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 9(1), 91–106. https://doi.org/10.34203/jimfe.v9i1.6205
Kotler, P. and Keller, Kevin L. (2019). Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
Roisah, R., Khusnaini, K., & Maulyan, F. F. (2024). Pengaruh Direct Marekting dan Influencer Marketing terhadap Minat Beli pada Live Streaming Tiktok. Jurnal Sains Manajemen, 6(1), 11–23.
Sokolova, K., Kefi, H. (2019).Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and Consumer, 53(1), 1-16. https://doi.org/10.29313/jrmk.v1i1.117
Statista. (2024). Social media usage in Indonesia. https://www.statista.com/outlook/digital-media/social-media/indonesia
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Taslaud, G. (2024).Influencer Marketing In Indonesia. Retrieved from https://www.insg.co/en/influencer-marketing-indonesia/
Tran, A.N.D., Nguyen, M.D., Luong, L.A. (2022). The Effect of Online Credible Review on Brand Trust Dimensions and Willingness to Buy: Evidence from Vietnam Consumers. Journal of Cogent Business and Management, 9(1) , 1-14. https://doi.org/10.1080/23311975.2022.2038840
We Are Social. (2024). Digital 2024: Global overview report. https://wearesocial.com/global-digital-report-2024/
Wiedmann, K.P., Mettenheim, v.M. (2021). Attractiveness, Trustworthiness and Expertise-Social Influencer’s Winning Formula? Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-06-2019-2242.