Pengaruh Marketing Public Relations “Love Avoskin Love Earth” Terhadap Persepsi Merek Generasi-Z

Pramania, I Gusti Agung Ayu Rahma
Triyanti, Adelia Dias
Putri, Devy Anggita

Jurnal Komunikasi Nusantara
Vol 8 No 1 (2026)

This study aims to analyze the impact of “Love Avoskin Love Earth” Marketing Public Relations (MPR) on generation Z’s brand perception and evaluate gender as a moderating variable. Conducted in Surabaya with 100 generation z respondents, data were collected using questionnaires. Simple linear regression and moderated analysis (MRA) were employed for analysis. Linear regression result indicate a positive effect of MPR on brand perception (Adjusted R2 = 0,276), contributing 27,6% to brand perception variance, with 72,4% attributed to other factors. MRA confirms gender as a pure moderator, with significant interaction between MPR and gender (Adjusted R2 =0,301), though gender does not directly affect brand perception. In conclusion, the “Love Avoskin Love Earth” campaign effectively enhances an environmentally friendly brand image through sustainability education and brand ambassador collaboration, boosting generation z’s trust and loyalty. Recommendations include tailoring MPR strategies to gender preferences to maximize brand perception impact. Other companies are encouraged to adopt similar sustainable marketing communication approaches. Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh marketing public relations (MPR) “Love Avoskin Love Earth” terhadap persepsi merek Generasi Z dan mengevaluasi peran gender sebagai variabel moderasi. Penelitian dilakukan di Surabaya dengan melibatkan 100 responden Generasi Z, menggunakan instrumen kuesioner. Data dianalisis melalui regresi linier sederhana dan moderated regression analysis (MRA). Hasil regresi linier menunjukkan MPR berpengaruh positif terhadap persepsi merek (Adjusted R2 = 0,276), atau menyumbang 27,6 % pengaruh dan 72,4 % sisanya dipengaruhi oleh faktor lain diluar penelitian. Analisis MRA mengonfirmasi gender sebagai moderator murni, dengan interaksi MPR dan gender signifikan (Adjusted R2 = 0,301), meskipun gender tidak secara langsung mempengaruhi persepsi merek. Kesimpulannya, kampanye “Love Avoskin Love Earth” efektif memperkuat citra merek ramah lingkungan melalui edukasi keberlanjutan dan kolaborasi brand ambassador, meningkatkan kepercayaan dan loyalitas Generasi Z. Saran, Avoskin perlu menyesuaikan strategi MPR berdasarkan preferensi gender untuk memaksimalkan dampak persepsi merek. Perusahaan lain disarankan juga mengadopsi pendekatan serupa untuk komunikasi pemasaran berkelanjutan.