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All Journal Jurnal Mirai Management International Journal of Artificial Intelligence Research SEIKO : Journal of Management & Business JURNAL MANAJEMEN BISNIS Jurnal Manajemen Bisnis Prima Abdika: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Paradoks : Jurnal Ilmu Ekonomi Jurnal Bisnis Digital dan Enterpreneur (BISENTER)
Masyadi
ProdiManajemen, Universitas Lamappapoleonro
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Paradoks : Jurnal Ilmu Ekonomi

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Pengaruh Digital Content Marketing, Influencer Credibility, dan Interaktivitas Media Sosial terhadap Loyalitas Merek di Kalangan Generasi Z Abbas, Muchlis; Taufik Thahir; Rahmawati Umar; Syahrul Irwandi; Masyadi
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 2 (2025): Februari - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i2.1277

Abstract

This study investigates the influence of Digital Content Marketing, Influencer Credibility, and Social Media Interactivity on Brand Loyalty among Generation Z consumers in Indonesia. The research is motivated by the shifting behavior of Gen Z, who are highly influenced by digital content and social media dynamics in forming brand preferences and loyalty. A quantitative explanatory approach was adopted using a survey method. Data were collected from 190 respondents aged 18–26 years who actively use social media and have interacted with brand or influencer content. The sampling technique used was purposive sampling. Data were analyzed using multiple linear regression supported by classical assumption tests. The results reveal that all three variables positively and significantly influence brand loyalty. Among them, Influencer Credibility has the strongest impact, followed by Social Media Interactivity and Digital Content Marketing. The R² value of 0.533 indicates that 53.3 percent of the variation in brand loyalty is explained by the model. The F-test and t-tests confirm the significance of the model, with no issues of multicollinearity or autocorrelation found. These findings highlight the importance for brands to create credible influencer collaborations, engaging content, and active interactions with Gen Z audiences. Future research is recommended to explore mediating variables such as brand trust, digital experience, or emotional engagement.
Pengaruh Personalisasi Digital, Kepercayaan Terhadap Influencer, dan Keterlibatan Pelanggan Terhadap Keputusan Pembelian Online di Kalangan Gen Z Abbas, Muchlis; Rahmawati Umar; Masyadi; Muin, Asri Nur
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 2 (2025): Februari - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i2.1279

Abstract

This study explores the influence of digital personalization, trust in influencers, and customer engagement on online purchase decisions among Generation Z. As digital technology continues to evolve, consumer behavior—especially among Gen Z—has shifted toward more personalized, interactive, and influencer-driven experiences. Gen Z, being digital natives, respond strongly to tailored content and value engaging, trustworthy digital interactions in their purchasing journey. Using a quantitative explanatory approach, data were collected through a structured survey targeting Gen Z individuals who are active social media users and frequent online shoppers. The results reveal that all three variables—digital personalization, trust in influencers, and customer engagement—have a positive and significant impact on online purchase decisions. Among these, customer engagement emerges as the most influential factor in shaping purchase behavior. These findings highlight the critical role of personalized digital experiences, credible influencer relationships, and meaningful brand-customer interactions in driving Gen Z’s online buying decisions.
Co-Authors A.Muh Achyar Abbas, Muchlis Abdul Salam Aini, Sukma Amrial Amria Amrial Amrial Amrial, Amrial Andi Jenni Indriakati Andi M Nurul Afdhal Andi M. Nurul Afdhal Aslina, Neri Asmini Asmini Asriana Asriana Asriana Azis Bahtiar Maddatuang Ibrahim Ibrahim Ibrahim Ika Mahkota Putri Irnayani Kasnaeny Karim, Kasnaeny Mangkona, Suriyanti Mansur Mansur Muchlis Abbas Muh Fuad Randy Muh Sahrul Muin, Asri Nur Mutmainna Andi Sudirman Mutmainna Andi Sudirman Nurmal Nurmal Patappari, Andi Rahmah, Puji Rahmawati Umar Siti Massita Sukma Aini Sukma Aini Sukma Aini Syahrul Irwandi Syuhrah Khaerah Taufik Thahir Taufik Thahir Thahir, Taufik Verri Ginoga Yusrab Ardianto Sabban Yusril Masri