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All Journal Jurnal Ar Ro'is Mandalika (Armada) Eduturisma Journal of Social Science
Ayat Taufik Arevin
Department of Community Development and Communication Sciences IPB Post Graduate Program,Bogor Institute of Agriculture, Indonesia
Religion Education Languange, Linguistic, Communication & Media Mathematics

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The Role of Social Media Influencer Communication in Influencing the Attitudes and Consumer Behavior of Generation Z in Urban Areas Nur Alam; Ayat Taufik Arevin; Murdiansyah Herman
Jurnal Ar Ro'is Mandalika (Armada) Vol. 5 No. 2 (2025): JURNAL AR RO'IS MANDALIKA (ARMADA)
Publisher : Institut Penelitian dan Pengembangan Mandalika Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/armada.v5i1.5312

Abstract

This study examines the role of social media influencer communication in shaping the attitudes and consumer behavior of Generation Z in urban areas. As digital natives, Generation Z is highly influenced by social media content, particularly that which is delivered by influencers across platforms such as Instagram, YouTube, and TikTok. This generation values authenticity and relatability, and influencers who exhibit these qualities significantly impact their purchasing decisions and brand perceptions. Using a qualitative approach, this research synthesizes existing literature on influencer marketing, consumer behavior, and Generation Z, identifying key trends such as the importance of trust and credibility in influencer communication. The study finds that social media influencers, through their perceived authenticity, have a profound effect on Generation Z's consumer attitudes, leading to changes in brand loyalty and purchase intentions. Additionally, the research highlights that influencers’ ability to foster a sense of community and connection further amplifies their influence. The findings underscore the growing significance of influencers in the marketing strategies targeting Generation Z, especially in urban areas where digital content consumption is prevalent.
Kampung Cukur Bojonggede As A Storytelling-Based Tourism Village Model Ayat Taufik Arevin
Eduturisma Vol 6 No 1 (2021): Eduturisma
Publisher : LPPM and Travel Operation Department Universitas Asa Indonesia

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Abstract

Bojonggede is prepared to become a tourist village with the icon of Kampung Cukur. This proposal is based on the phenomenon of many people working as barbers. Barber became the main actor in the dissemination of tourist attraction information. They need to be empowered when it comes to storytelling competence. Guiding technique training are delivered by AKPINDO lecturers and students through mentoring programs in community service projects. The mentoring program begins with activities to record the potential of tourism in Bojonggede village. The data was collected through field survey methods, FGD, interviews of community leaders, and hearings to the village, sub-district, and Bogor district heads. The study of Betawi cultural literature is used to reinforce the results of the description. The results of the study were able to inventory that Bojonggede can be developed as a tourism village based on culture, history, authentic natural environment, and community achievements in micro-entrepreneurs who can enrich tourism potential. Furthermore, counseling techniques guide the concept of Storytelling. So that the skills of the community, especially barbers can be developed. Storytelling training can build the trust and professionalism of the local community as a tourism business.
Co-Authors Murdiansyah Herman Nur Alam