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All Journal Lingua Cultura Journal of Indonesian Tourism and Development Studies Jurnal Online Mahasiswa (JOM) Bidang Perikanan dan Ilmu Kelautan Jurnal Mahasiswa Jurusan Arsitektur Jurnal Riset Pendidikan Matematika World Chemical Engineering Journal JURNAL INTEGRASI PROSES JIPM (Jurnal Ilmiah Pendidikan Matematika) Agriprima : Journal of Applied Agricultural Sciences JOURNAL OF MECHANICAL ENGINEERING, MANUFACTURES, MATERIALS AND ENERGY Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Teorema: Teori dan Riset Matematika Jurnal EDUTECH Undiksha JKPM (Jurnal Kajian Pendidikan Matematika) JISIP: Jurnal Ilmu Sosial dan Pendidikan Pena Literasi Journal of Enterprise and Development (JED) Jurnal Ilmu Komputer dan Sistem Informasi (JIKOMSI) Anakes: Jurnal Ilmiah Analis Kesehatan Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks Plusminus: Jurnal Pendidikan Matematika ESTETIKA: JURNAL PENDIDIKAN BAHASA DAN SASTRA INDONESIA Jurnal Interaktif: Warta Pengabdian Pendidikan (JIWPP) JURNAL ELEKTRO DAN INFORMATIKA SWADHARMA (JEIS) Jurnal Pengabdian Kepada Masyarakat Patikala NUSANTARA: Jurnal Pengabdian Kepada Masyarakat ALSYS : Jurnal Keislaman dan Ilmu Pendidikan Jurnal Cyber PR Journal of English in Academic and Professional Communication Jurnal Pendidikan dan Pengabdian Masyarakat Jurnal Sains Terapan Pariwisata Gudang Jurnal Multidisiplin Ilmu Sosio Religi: Jurnal Kajian Pendidikan Umum Nasuwakes : Jurnal Kesehatan Ilmiah Buletin Ilmiah Ilmu Komputer dan Multimedia (BIIKMA) APPA : Jurnal Pengabdian Kepada Masyarakat Quality : Journal of Education, Arabic and Islamic Studies Journal of Community Empowerment Jurnal Intelek Insan Cendikia ZIJEc: Zabags International Journal of Economy Panggung Kebaikan : Jurnal Pengabdian Sosial Pemberdayaan Masyarakat: Jurnal Aksi Sosial Almufi Jurnal Sosial dan Humaniora Jurnal Pengabdian Nusantara SEJAGAT : Jurnal Pengabdian Masyarakat Himpunan: Jurnal Ilmiah Mahasiswa Pendidikan Matematika Aksi Kita: Jurnal Pengabdian Kepada Masyarakat The International Journal of Studies in Social Sciences and Humanities (IJOSSH) JISSS : Journal of Islamic Studies and Social Science Journal of Islamic Science Community Journal of Management
Muhamad Farhan
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Journal : Jurnal Cyber PR

 1 
Pemahaman Gen Z terhadap Testimoni Digital dalam Storytelling Instagram Farhan, Muhamad; Achmad, Ardan; Putri, Citra Eka
Jurnal Cyber PR Vol 5, No 2 (2025)
Publisher : University of Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/cyberpr.v5i2.6722

Abstract

This study aims to analyze Generation Z’s perceptions of digital testimonials used in Nee’s Coffee’s Instagram storytelling strategy. As a generation that is highly immersed in social media, Generation Z tends to prioritize authenticity, emotional closeness, and the real experiences of other users when evaluating a brand. Unlike previous studies that primarily emphasize the role of influencers or paid advertising in shaping audience trust on social media, this study specifically highlights how digital testimonials based on authentic user experiences, presented through Instagram storytelling, shape Generation Z’s understanding and perceptions of brand credibility. This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews with the owner, employees, and Generation Z consumers, supported by observations of Instagram content and documentation of digital activities. The findings indicate that digital testimonials conveyed through Instagram storytelling play an important role in shaping Generation Z’s positive perceptions of brand credibility, emotional appeal, and consumption experience. Testimonials that are authentic, use personal language, and are supported by visual narratives are perceived as more convincing and relevant. In addition, user-generated content encourages the formation of digital word-of-mouth communication and increases audience engagement. This study confirms that digital testimonials within social media storytelling represent an effective communication strategy for reaching and building relationships with Generation Z.
Co-Authors Abd Haris Achmad Fawwaz Nabiha Afni Rachman, Nur Ahmad Reza Alpha Pahlevi Andadari, Mutika Andre Wijaya Annisa chania putri Apriyanto, M. Tohimin Ardan Achmad Arif Rahman Hakim Arif Rahman Hakim Asha  Firnandia awang surya Ayu Awalia, Zulfa Binarkaheni, Suyik Cepi Rahmat Hidayat Citra Eka Putri Desiriana Hamzah Domodite, Aswin Dona Aji Karunia Putra, Dona Aji Karunia E Bahruddin Edward Alfin Endarto Yudo Wardhono Farandhi, Adistya Erza Farhan Martiza Al Syamsik Fernando Kurniawan Fibriani, Suwinda Freddy , Frans Fritiara Fritiara Gading, Muh Rosihan Isnan Hadi Prayitno, Hadi Handayani, Popon Harly Demustila Haryono, Wasis Hendri Astuty Heri Retnawati Hesty Aisyah I Gde Wawan Sudatha Ibnu Rusydi Ila Rosmilawati Indah Rahayu Indrastana, Nodistya Septian Indyah Martiningrum Iqbal Isya Fathurrohman Iqbal Syaichurrozi Irfan Rifai Isnaniah ' Isnaningrum, Idha Joni Prihatin Juhandi, Nendi Jumiatun Jumiatun, Jumiatun Kamal Kasra Kasdi Pirngadi Khusna Aisi, Okta Kurnia, Firda Laia, Aturkian Larasati Larasati Liana, Wirza, Intan Lienaldy, Denny Novian Lisna Elisabeth Damanik M. Tohimin Apriyanto Mahmud Masulin Maysara, Siska Resti Mekro Permana Pinem Mufallih Arrosyid Muhammad Rivaldo Yames Muhammad Syafi’i Muhammad Triyogo Adiwibowo Muharramah, Inggrid Amanda Mujiyati, Debby Dwi Mutia, Rahma Mutmainnah, Irnawati Nabiha, Achmad Fawwaz Nadifah Khairini Fahdi napis Napis Napis Napis, Napis Nofrizal ' Novandra Anugrah Nufus Kanani Nur Afni Rachman Nur Azizah Nurul Aulia Putri Oktaviani, Ade Dwi Oktaviani, Fitri Peni Arianita Wardani Pertami, Rindha Rentina Darah Putri, Astrid Hidayanti Ananda Qurani, Ariqah Anzila Rachman, Nur Afni Rahmanita, Meiga Rahmatulloh Rahmatulloh Rahmatulloh Rahmatulloh Rahmatulloh, Rahmatulloh Rawina Winita Reksaningrum, Nurlaily Gustie Rezi Fatrima Surya Rizky May Yunitasari Rizqy Fadlillah, Muhammad Rokesih Ropi Anwari Sachlan, Muhammad Gizwa Afdhallah Samsudin, Asep Saraswati, Listya Ayu Sari, Listiyani Nurwindya Sinta Oktafiani Siti Nurlaila, Siti Supandi, Agus Surtikanti Syamsiar, Syamsiar Taraka Bhanu Widijanto Taufikkurrohman Taufikkurrohman Taufikurrohman, Taufikurrohman Ubad Maulana Meihardi Uystka Hikmatul Kamiliyah NH Vemas Aditia Wahyudi, Eghy Danuarta Putra Wardalia Wardalia Wardani, Peni Arianita Wargo, Wargo Widiyanti, Della Wilarso, Wilarso Yunika, Fisi Dwi Yusuf Sumaryana Zaka Nabhan Mulyadi Zefanya Kirana Puji Noveca Santoso Zulkarnain, Ihwan