Pengaruh Influencer Marketing Terhadap Minat Beli Produk F&B pada Generasi Z di Indonesia

Fanny Margaretha Handoko; Agung Harianto

doi:10.9744/jmp.11.2.113-130

Authors

Fanny Margaretha Handoko Universitas Kristen Petra
Agung Harianto Universitas Kristen Petra

DOI:

https://doi.org/10.9744/jmp.11.2.113-130

Keywords:

Influencer Marketing, generasi Z, Image Satisfaction, Advertising Trust, minat beli f&b

Abstract

Perkembangan media sosial telah mendorong pergeseran strategi pemasaran F&B ke influencer marketing, yang menargetkan Generasi Z sebagai kelompok konsumen terbesar dan paling aktif secara digital di Indonesia. Pada pendahuluan peneliti melakukan survei awal pada 30 responden untuk mengetahui bahwa konten F&B yang paling diminati adalah makanan ringan dimasak di tempat yang viral. Penelitian ini bertujuan untuk menganalisis pengaruh karakteristik influencer marketing terhadap minat beli Generasi Z, dengan image satisfaction dan advertising trust sebagai variabel mediasi. Penelitian ini menggunakan alat ukur Partial Least Square (PLS) dengan data yang dikumpulkan dari 122 responden Generasi Z (usia 17–28 tahun) yang pernah melihat oleh konten influencer F&B. Pada akhirnya, hasil penelitian menunjukkan bahwa karakteristik influencer marketing secara signifikan mempengaruhi image satisfaction dan advertising trust. Kemudian diketahui bahwa variabel image satisfaction memberikan pengaruh yang lebih signifikan terhadap minat beli dibandingkan advertising trust.

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