Pengaruh Influencer Marketing Dan Content Marketing Terhadap Keputusan Pembelian Generasi Z Di Tokopedia

Jeane Puspita  Sari; Johannes Baptista Halik; Jerliyen Pramita  Londong

doi:10.69693/ijim.v4i3.2122

Authors

Jeane Puspita Sari Universitas Kristen Indonesia Paulus
Johannes Baptista Halik Universitas Kristen Indonesia Paulus
Jerliyen Pramita Londong Universitas Kristen Indonesia Paulus

DOI:

https://doi.org/10.69693/ijim.v4i3.2122

Keywords:

influencer marketing, content marketing, keputusan pembelian, Generasi Z, Tokopedia

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan pemasaran melalui influencer dan pemasaran konten dalam memengaruhi perilaku belanja konsumen muda pada platform perdagangan elektronik. Penelitian ini bertujuan menganalisis pengaruh pemasaran melalui influencer dan pemasaran konten terhadap keputusan pembelian konsumen Generasi Z pada platform Tokopedia, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada mahasiswa Universitas Kristen Indonesia Paulus Makassar yang termasuk Generasi Z dan pernah melakukan pembelian melalui Tokopedia. Data dianalisis menggunakan regresi linier berganda setelah melalui pengujian kualitas instrumen dan pengujian prasyarat analisis. Hasil penelitian menunjukkan bahwa pemasaran melalui influencer berpengaruh positif dan signifikan terhadap keputusan pembelian. Pemasaran konten juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara bersama-sama, kedua variabel tersebut berpengaruh signifikan terhadap keputusan pembelian konsumen. Kemampuan kedua variabel dalam menjelaskan perubahan keputusan pembelian mencapai lima puluh enam persen, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian. Pemasaran melalui influencer menjadi variabel yang memberikan pengaruh lebih kuat dibandingkan pemasaran konten. Temuan ini menunjukkan bahwa kredibilitas, daya tarik, kesesuaian influencer dengan produk, serta kualitas konten yang informatif, kreatif, relevan, dan konsisten dapat mendorong konsumen muda dalam menentukan pembelian. Oleh karena itu, pelaku usaha perlu memilih influencer secara tepat dan mengembangkan konten pemasaran yang sesuai dengan karakteristik Generasi Z.

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