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All Journal Jurnal Multidisiplin Madani (MUDIMA)
Erika Sri Setyahadi Putri
Maulana Malik Ibrahim State Islamic University of Malang
Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Influence of Influencer Marketing and User Generated Content on Skintific Brand Awareness Among Generation Z’ Erika Sri Setyahadi Putri; Yayuk Sri Rahayu
Jurnal Multidisiplin Madani Vol. 5 No. 9 (2025): September 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v5i9.578

Abstract

This study examines the influence of influencer marketing and user-generated content on brand awareness of Skintific skincare among Gen Z consumers in the Jabodetabek area. Employing a quantitative method with multiple linear regression analysis, data were collected via questionnaires from 150 respondents. Results reveal that both influencer marketing and user-generated content have a positive and significant effect, individually and jointly, on brand awareness. These findings suggest that combining these two digital marketing strategies effectively enhances brand recognition among target consumers. The study offers valuable insights for companies aiming to optimize marketing strategies within the Gen Z demographic.
Co-Authors Yayuk Sri Rahayu