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All Journal Journal of Economic, Bussines and Accounting (COSTING) Shi’ar: Sharia Tourism Research
Rusnaena Rusnaena
Institut Agama Islam Negeri Parepare
Economics, Econometrics & Finance

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ANALYSIS OF THE INFLUENCE OF AYUREIRA’S INFLUENCER CONTENT STRATEGY ON BRAND AWARENESS OF BODY CARE PRODUCTS AMONG GENERATION Z IN SIDRAP REGENCY Okta Rosita Nugrahadini Kumala; A. Rio Makkulau Wahyu; Rusnaena Rusnaena; Arwin Arwin
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/x272em50

Abstract

This study investigates the effect of local influencers’ content strategies on brand awareness of body care products among Generation Z consumers in Sidenreng Rappang Regency, Indonesia. The increasing use of social media as a marketing platform and the growing influence of local content creators have transformed the way consumers perceive and recognize brands, particularly in the beauty and personal care industry. Using a quantitative research design, data were collected from 200 Generation Z respondents selected through purposive sampling. The participants were active social media users who had been exposed to body care product promotions delivered by local influencers. Data were gathered through a structured questionnaire and analyzed using descriptive statistics, validity and reliability tests, simple linear regression, t-tests, and coefficient of determination (R²) analysis with the support of SPSS software. The results show that local influencers generally employ effective content strategies characterized by relevance, creativity, consistency, high-quality information, and strong audience engagement. The findings also indicate that respondents exhibit a moderate level of brand awareness toward body care products promoted through social media. More importantly, the regression analysis demonstrates that influencers’ content strategies have a positive and statistically significant effect on brand awareness. This suggests that well-designed and engaging content plays a crucial role in enhancing consumers’ ability to recognize, recall, and differentiate brands. The study contributes to the growing body of digital marketing literature by providing empirical evidence on the effectiveness of local influencer marketing in shaping brand awareness among Generation Z consumers. The findings offer practical insights for marketers and business owners seeking to strengthen brand positioning and consumer engagement through strategic influencer-driven content on social media platforms.
Analysis of the Influence of Ayureira’s Influencer Content Strategy on Brand Awareness of Body Care Products Among Generation Z in Sidrap Regency Okta Rosita Nugrahadini Kumala; A. Rio Makkulau Wahyu; Rusnaena Rusnaena; Arwin Arwin
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/v6jj4s77

Abstract

This study investigates the effect of local influencers’ content strategies on brand awareness of body care products among Generation Z consumers in Sidenreng Rappang Regency, Indonesia. The increasing use of social media as a marketing platform and the growing influence of local content creators have transformed the way consumers perceive and recognize brands, particularly in the beauty and personal care industry. Using a quantitative research design, data were collected from 200 Generation Z respondents selected through purposive sampling. The participants were active social media users who had been exposed to body care product promotions delivered by local influencers. Data were gathered through a structured questionnaire and analyzed using descriptive statistics, validity and reliability tests, simple linear regression, t-tests, and coefficient of determination (R²) analysis with the support of SPSS software. The results show that local influencers generally employ effective content strategies characterized by relevance, creativity, consistency, high-quality information, and strong audience engagement. The findings also indicate that respondents exhibit a moderate level of brand awareness toward body care products promoted through social media. More importantly, the regression analysis demonstrates that influencers’ content strategies have a positive and statistically significant effect on brand awareness. This suggests that well-designed and engaging content plays a crucial role in enhancing consumers’ ability to recognize, recall, and differentiate brands. The study contributes to the growing body of digital marketing literature by providing empirical evidence on the effectiveness of local influencer marketing in shaping brand awareness among Generation Z consumers. The findings offer practical insights for marketers and business owners seeking to strengthen brand positioning and consumer engagement through strategic influencer-driven content on social media platforms.
POTENSI DAN PROSPEK WISATA SYARIAH PADA OBJEK WISATA PERMANDIAN AIR PANAS LEJJA DI KABUPATEN SOPPENG Nurrahma safaria; St Nurhayati; Rusnaena Rusnaena
Shi'ar: Sharia Tourism Research Vol. 1 No. 01 (2022): Shi`ar: Sharia Tourism Research
Publisher : Institut Agama Islam Negeri (IAIN) Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/shi`ar.v1i01.3242

Abstract

A tourist attraction in Soppeng Regency that has potential prospects to be developed into a sharia-based industry is the Lejja Hot Spring. Because the Lejja Hot Springs tour is one of the tourist assets that has high appeal and is the most in demand. This study discusses the Potential and Prospects of Lejja Hot Springs in developing Sharia tourism. The purpose of this study is to identifiy what potential the Lejja Hot Springs tourism object has, the prospects for sharia tourism in the Lejja Hot Springs tourist attraction, and how the sharia tourism characteristics in the Lejja Hot Springs. The type of research used is qualitative and uses primary and secondary data obtained from observations, interviews, and documentation. The focus of this research on the potential and prospects of Sharia Tourism in the Lejja Hot Springs Tourism Object in Soppeng Regency. The results showed that the tourism potential of Lejja Hot Springs can be developed towards the sharia tourism industry. Because it has potential such as a prayer room, lodging, safe and clean, and the average Muslim majority community. The tourism prospect of Lejja Hot Springs tourism is that the number of tourists has increased from year to year based on the list of visitors and retribution for the natural tourist area of ​​Lejja Hot Springs, there has been a positive response from the government which has sought tourism facilities and infrastructure.
Co-Authors A. Rio Makkulau Wahyu Arwin Nurrahma safaria Okta Rosita Nugrahadini Kumala St Nurhayati