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All Journal JUMANDIK Jurnal Manajemen & Pendidikan Jurnal Pengabdian Tangerang Selatan
Syabrina Fitriyani
Universitas Pamulang
Humanities Economics, Econometrics & Finance Education Social Sciences

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Autentisitas, Identitas Digital, dan Validasi Komunitas: Konstruksi Kepercayaan Generasi Z terhadap Influencer Marketing di Era Kecerdasan Buatan Amirudin Amirudin; Syabrina Fitriyani
Jurnal Manajemen & Pendidikan [JUMANDIK] Vol 4 No 3 (2026): Jurnal Manajemen dan Pendidikan
Publisher : LAP4B

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58174/jpqxg153

Abstract

This study aims to explore and understand the process of consumer trust construction among Indonesian Generation Z toward influencer marketing practices increasingly mediated by artificial intelligence (AI). Amid the proliferation of AI-algorithm-supported digital content, fundamental questions about how trust is built, maintained, and even dismantled in technology-based influencer ecosystems have become increasingly critical. This study employs an interpretive phenomenological approach with data collection through semi-structured in-depth interviews with 18 Generation Z informants (aged 18–27 years) who actively consume social media content in Indonesia. Data analysis was conducted through Interpretative Phenomenological Analysis (IPA) procedures, yielding three main themes: (1) the dualism of trust between authenticity and suspicion of AI-based content; (2) the construction of influencer digital identity as a trust proxy; and (3) community mediation as a social validation mechanism. Findings reveal that Generation Z possesses digital literacy enabling them to detect AI-based manipulation, yet paradoxically maintain loyalty to influencers perceived as authentic even when using AI tools. This research contributes to the development of digital trust theory and provides practical implications for marketers in designing ethical and transparent influencer marketing strategies in the AI era.
KONSTRUKSI KEPERCAYAAN KONSUMEN TERHADAP INFLUENCER MARKETING DI ERA KECERDASAN BUATAN: KAJIAN FENOMENOLOGI PADA GENERASI Z INDONESIA Syabrina Fitriyani; Amelia Amelia
Jurnal Manajemen & Pendidikan [JUMANDIK] Vol 4 No 3 (2026): Jurnal Manajemen dan Pendidikan
Publisher : LAP4B

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58174/3veed847

Abstract

This study examines how Generation Z in Indonesia constructs trust toward influencer marketing amid the increasingly massive penetration of artificial intelligence (AI) in the social media ecosystem. The phenomenon of AI-based influencers, synthetic content, and machine learning-powered recommendation algorithms has fundamentally altered the landscape of consumer trust. Using a hermeneutic phenomenological approach with in-depth interview and Focus Group Discussion (FGD) methods, this research involved twenty-three informants aged 18-27 from five major cities in Indonesia who are active users of Instagram, TikTok, and YouTube. Thematic analysis revealed three main themes: (1) skepticism toward the authenticity of AI-generated content, (2) trust reconstruction based on perceived authenticity, and (3) negotiation of consumption identity in AI-saturated digital spaces. The findings indicate that Generation Z's consumer trust is no longer linear and static but dynamic, contextual, and heavily influenced by digital literacy and prior experiences with disappointing content. The theoretical implications of this research enrich the elaboration likelihood model (ELM) and source credibility theory within the context of AI-mediated communication.
Co-Authors Ambar Widya Lestari Amelia Amelia Amirudin Amirudin Budhi Prabowo Kasmad Nurmin Arianto San Ridwan Maulana Sewaka Sewaka Udin Ahidin