The Effectiveness of Social Media Influencer Marketing in Increasing Generation Z Awareness of Pegadaian Syariah Products in Banjarmasin

Muhammad Hidayat (Universitas Islam Negeri Antasari Banjarmasin)
Badrian (Universitas Islam Negeri Antasari Banjarmasin)
Faqih El Wafa (Universitas Islam Negeri Antasari Banjarmasin)

Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner
Vol. 5 No. 3 Agustus 2026: Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner

The limited awareness of Pegadaian Syariah products among Generation Z indicates a gap between their intensive use of social media and their understanding of Islamic financial services. This study aimed to analyze the effectiveness of social media influencer marketing and examine its role in increasing Generation Z awareness of Pegadaian Syariah products in Banjarmasin. The study employed field research with a qualitative descriptive approach. Primary data were collected through structured interviews with 25 Generation Z informants (purposively selected based on their residency in Banjarmasin, age 18–24, and active engagement with TikTok or Instagram), while secondary data were obtained from short-video promotional content by local and national influencers, audience responses, product data, and supporting documents. The data were analyzed thematically through data collection, reduction, presentation, interpretation, and conclusion drawing, utilizing Campbell’s program-effectiveness indicators and a hierarchical brand awareness framework. Awareness levels were qualitatively identified by classifying informants' responses: brand recognition (identifying the brand when prompted), brand recall (unassisted retrieval of specific products), and top-of-mind (spontaneous first mention for Islamic financial needs). The findings demonstrated that influencer marketing was selectively effective when the content reached the intended audience, used accessible language, provided verifiable information, and was delivered by credible influencers. Most informants reached the brand-recognition and brand-recall levels, whereas top-of-mind awareness emerged only among some informants, particularly in relation to the Gold Savings product. Uneven algorithmic distribution, differences in content preferences, limited informational depth, and skepticism toward paid promotions hindered broader awareness. The study concludes that influencer marketing serves as an initial gateway to product awareness but must be integrated with education, transparency, and official information sources. The study was limited to one city, a relatively small group of informants, and the absence of longitudinal observations examining whether awareness subsequently developed into actual product use.