PENGARUH INFLUENCER MARKETING DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN GEN Z MELALUI CITRA MEREK

Tiara Imaniar Lestari (Universitas Hasyim Asy'ari)
Lik Anah (Universitas Hasyim Asy'ari)

Analisa: Jurnal Manajemen dan Akuntansi
Vol 14 No 2 (2026): Agustus 2026 (in press)

Abstrak: Penelitian ini bertujuan menganalisis pengaruh influencer marketing dan digital marketing terhadap keputusan pembelian Gen Z melalui citra merek. Perkembangan media sosial, khususnya Instagram, mendorong pelaku UMKM kuliner memanfaatkan influencer marketing dan digital marketing sebagai strategi pemasaran untuk membangun citra merek dan meningkatkan keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 384 responden Gen Z pengguna Instagram di Kabupaten Jombang yang pernah melihat promosi produk UMKM kuliner melalui Instagram. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa influencer marketing dan digital marketing berpengaruh positif dan signifikan terhadap citra merek. Citra merek juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, influencer marketing dan digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian baik secara langsung maupun tidak langsung melalui citra merek. Temuan penelitian menunjukkan bahwa citra merek berperan sebagai mediator parsial dalam hubungan antara influencer marketing dan digital marketing terhadap keputusan pembelian. Hasil penelitian mengindikasikan bahwa optimalisasi pemasaran digital dan pemanfaatan influencer dapat memperkuat citra merek serta mendorong keputusan pembelian pada konsumen Gen Z. Abstract: This study aims to analyze the influence of influencer marketing and digital marketing on Gen Z purchase decisions through brand image. The rapid growth of social media, particularly Instagram, has encouraged culinary micro, small, and medium enterprises (MSMEs) to utilize influencer marketing and digital marketing strategies to strengthen brand image and enhance consumer purchase decisions. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 384 Gen Z Instagram users in Jombang Regency who had been exposed to promotional content from culinary MSMEs on Instagram. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings indicate that influencer marketing and digital marketing have a positive and significant effect on brand image. Brand image also has a positive and significant effect on purchase decisions. Furthermore, influencer marketing and digital marketing significantly influence purchase decisions both directly and indirectly through brand image. The results demonstrate that brand image acts as a partial mediator in the relationship between influencer marketing, digital marketing, and purchase decisions. The study suggests that optimizing digital marketing activities and collaborating with influencers can strengthen brand image and encourage purchase decisions among Gen Z consumers.