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All Journal Jurnal Manajemen STIE Muhammadiyah Palopo Jurnal Mandiri Jurnal Bisnis Dan Kajian Strategi Manajemen Dharmas Education Journal (DE_Journal) Negotium: Jurnal Ilmu Administrasi Bisnis Jurnal Ekobismen Mamangan Social Science Journal Al Ghafur : Jurnal Ilmiah Pengabdian Kepada Masyarakat
Yusnidar, Cut
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Jurnal Bisnis Dan Kajian Strategi Manajemen

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Dampak Influencer Marketing terhadap Brand Perception pada product skin care : Studi pada Konsumen Gen Z dikota Bandung Sukandi, Andi; Fazry, Rachma Waty; Yusnidar, Cut
Jurnal Bisnis Dan Kajian Strategi Manajemen Vol 9, No 2 (2025): JURNAL BISNIS DAN KAJIAN STRATEGI MANAJEMEN
Publisher : universitas teuku umar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35308/jbkan.v9i2.13644

Abstract

This study aims to analyze the influence of influencer marketing on brand perception of skincare products among Gen Z consumers in Bandung City. The method used in this study is Structural Equation Modeling (SEM) to analyze the relationship between variables and test the proposed hypotheses. Data was collected through a survey involving 200 respondents, consisting of Gen Z consumers who use skincare products and are exposed to influencer marketing on social media. The results showed that influencer marketing has a significant direct influence on Emotion (path coefficient = 0.964), which in turn affects Brand Perception (path coefficient = 0.415). In addition, Trust was found to have a significant direct influence on Brand Perception (path coefficient = 0.551). The moderating effect tested showed that Trust acts as a moderator that strengthens the relationship between Emotion and Brand Perception, albeit with a small effect (path coefficient = 0.028). This research provides valuable insights for marketers and skincare brands to understand how influencer marketing can shape brand perception through emotional influence and the importance of consumer trust in influencers in improving the effectiveness of marketing campaigns. Keywords: Influencer marketing, Brand perception, Gen Z, Structural Equation Modeling,
Co-Authors - Fakhrurrazi Abdullah, Husaini Ahmad, Sara Mouliza Binti Akmal, Syamsul Amalia, Cut Intan Ameliany, Nanda Azzuhra, Muslimah Boihaki Boihaki Evi Maulida Yanti Fadlina, Sarah Fatliani, Lina Fazry, Rachma Waty Haiqal, Muhammad Ilmi, Rauzatul Ismayli, Ismayli Muhammad Nur Nazariah, Nazariah NELLIYANA, NELLIYANA Nisa, Zaharatun Phonna, Listia Ryanda Saputra, Ryanda Sukandi, Andi Syaryulis, Syaryulis Teuku Isnaini