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All Journal Jurnal Ilmu Sosial dan Humaniora Jurnal Ilmu Perairan (Aquatic Science) JEJAK Jurnal Promosi Pendidikan Ekonomi Jurnal Informatika dan Teknik Elektro Terapan Jurnal EMT KITA Educatio Efektor JURNAL CEMERLANG: Pengabdian pada Masyarakat Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi INSIST (International Series on Interdisciplinary Research) Jurnal Bisnis Darmajaya Journal of Information System, Applied, Management, Accounting and Research Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming Journal Of Management Science (JMAS) Jurnal Sporta Saintika eCo-Buss Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Magister Pendidikan Matematika (JUMADIKA) PHI: Jurnal Pendidikan Matematika Muaddib: Islamic Education Journal Minhaj: Jurnal Ilmu Syariah Jurnal Anugerah: Jurnal Pengabdian Kepada Masyarakat Bidang Keguruan dan Ilmu Pendidikan JIHAD : Jurnal Ilmu Hukum dan Administrasi Kreatif: Jurnal Pemikiran Pendidikan Agama Islam Journal of Science and Education (JSE) Jurnal Jendela Pendidikan Jurnal Abdimas Bina Bangsa Journal of Instructional and Development Researches International Journal of Education, Social Studies, And Management (IJESSM) Loghat Arabi: Jurnal Bahasa Arab & Pendidikan Bahasa Arab JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Empowerment Society KERNEL: Jurnal Riset Inovasi Bidang Informatika dan Pendidikan Informatika Journal Of Human And Education (JAHE) Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Bunayya: Jurnal Pendidikan Guru Madrasah Ibtidaiyah JURNAL TUNAS PENDIDIKAN Electrician : Jurnal Rekayasa dan Teknologi Elektro Action Research Journal Indonesia (ARJI) Shawtul ‘Arab: Jurnal Pendidikan Bahasa Arab Jurnal Pengabdian Kepada Masyarakat Ekonomi, Pendidikan, dan Sosial Humaniora International Journal of Economics, Management and Accounting MABUSS: Journal of Management, Business and Social Sciences Jurnal Konseling Pendidikan Islam Wahana Islamika: Jurnal Studi Keislaman Molang: Journal Islamic Education Jurnal Ekonomi, Manajemen, Akuntansi JURNAL INOVASI PENDIDIKAN DASAR DAN MENENGAH Eko-Regional: Jurnal Pembangunan Ekonomi Wilayah Al-ihsan : Jurnal Pengabdian Agama Islam Nemui Nyimah Wahana Islamika; Jurnal Studi Keislaman
Khairudin Khairudin
Jurusan Teknik Elektro, Universitas Lampung
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Journal : Jurnal EMT KITA

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Brand Activism dalam Membangun Brand Trust pada Konsumen Generasi Z di Provinsi Lampung: Studi Kasus Brand Smartphone Raynaltha, David; Khairudin, Khairudin
Jurnal EMT KITA Vol 10 No 1 (2026): JANUARY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i1.5170

Abstract

This study aims to examine the influence of brand activism on brand trust among Generation Z consumers in Lampung Province. Brand activism refers to a brand's active involvement in social, environmental, or political issues that align with consumer values. A quantitative approach was applied using a descriptive-verificative method. A total of 100 respondents were selected through purposive sampling, targeting Generation Z consumers who are active on social media and have engaged with or are aware of brand activism initiatives. Data were collected via an online questionnaire and analyzed using simple linear regression with the help of SPSS software. The results revealed that brand activism has a positive and significant effect on brand trust, as indicated by a t-value of 14.942, which exceeds the t-table value of 1.984, and a significance level of 0.000, which is below 0.05. The regression coefficient of 0.814 suggests that an increase in brand activism activities leads to a 0.814-unit rise in brand trust. Furthermore, the F-test also confirmed the model's significance, with an F-value of 223.270 surpassing the F-table value of 3.94 and a significance level of 0.000. Therefore, it can be concluded that brand activism plays a crucial role in fostering consumer trust, particularly among socially conscious young consumers.
Co-Authors Abduh, Muh Nur Abdussahid, Abdussahid Adelina, Adelina Agus Purnomo Ahadi, Abdi Amelia, Puspa Aminah Aminah Amorita, Nessie Illona Andala Rama Putra Barusman Annisa Purbasari, Annisa Appin Purisky Redaputri Arnaz, Anisa Arsyid, Raodah Astarman, Astarman Astuti, Benita Widya Ayu Patrisia, Ratih Bachtiar, Syahrial Cahyono, Yono caniago, Ulung Christina Gulo, Yael Niat Deci Ririen Dewi, Candrika Dwi Soegiarto, Dwi Edi Kurniadi Eko Nursalim, Eko Ersan, Reza Eugenia, Felicia Evi Gantyowati Fabiola, Fanie Fattah, Muhammad Abdul Fauziah Fauziah Fazri Zuzano Ferdiansyah, M. Rizky Fitrisyah, M. Aidil Franata, Michael Sandrico Fuaddudin, Fuaddudin Gabriella, Gabriella Goestjahjanti, Francisca Sestri Grysia, Fansisca Gunawan, Sthefanny Gusmedi, Heri Hafish, Muhammad Hairudin, Abdul Hamzah Hamzah Haninun Hapizah Hapsila, Angga Hardi Hardi, Hardi HASANAH YASPITA Hauda, Nabila Henny Murtini Herri Gusmedi Herry Goenawan Soedarsa Huda, Zulmiftah Humaira, Dinda Fitri Husda, Nur Elfi Ihsan, Nurul Ikhwanudin Ikhwanudin Indra Suharman Indradewa, Rhian Irawati Irawati Jariah, Nabila Ainun Joseph, Corina Ak Julianti, Afifah Karmila Suryani Khojir Komaini, Anton Kurnia Dewi Lisa Amelia Lukmanul Hakim M Fachrurrozi, M Mahrus Mahrus Mahrus, Mahrus Marwah Limpo Muamanah , Siti Muamanah, Siti Muhlasin, Muhlasin Mulyadin, Wahyu Mulyono, Budi Mustofa, Ihsan Nafisah, Annisa Zauhar Netti, Syukma Ni Putu Widhia Rahayu Nining Purwasih Niniwati, Niniwati Nizwardi Jalinus Nur Hikmah Nurhabsyina, Nurhabsyina Nurhadini Nurhadini Nurhizrah Gistituati Nuur, Khaerunnisa Padli Padli Pradana, Panji Adhi Priyana, Fahrur Riza Priyana Puspa Dewi Putri, Annisa Maharani Putri, Jennie Calista Rahmadani, Ade Fitri Rahmadhani, Fitri Rahmawati, Rahmawati Ramanisa, Hartiwi Raminto, Raminto Rasid Ridho, Muhammad Raynaltha, David Relando, Muhammad Adrian Rini Widyastuti Riza Muhida Romadi, Pipir Rorong, Michael Jibrael Rose Rahmidani Rusdinal, Rusdinal Saifudin, Feri Hermawan Samsi Samsi Sari, Nabila Permata Satiadarmanto, Deddi Fasmadhy Sembiring, Agina Laurencia Sepriadi Sepriadi Septri, Septri Setiawan, Rahmat Bayu Siti Arifah Siti Nurlaela siti nurlela Soenarto Soenarto Sonya Nelson Subandi Subandi Suryadi, Nanda Susi Herawati Syaeful Machfud Syafruddin Syafruddin Teja, Marchell Tri Rahayu Triyono, Aris Ubaidah, Ubaidah Vera Methalina Afma, Vera Methalina WD Tuti, Retnowati Winarna, Jaka Winsa, Larasati Wiwik Handayani Wulandari, Yopi Yendrizal, Yendrizal Yenny Iskandar Yuliastuti, Linda Yulisa, Erli Yusri Wahyuni Zulkarnaen Zulkarnaen Zulkarnaen