Pengaruh Social Commerce, Influencer Marketing, Dan Brand Awareness Terhadap Loyalitas Konsumen Generasi Z Di Kota Makassar
Kata Kunci:
Social Commerce,, Influencer Marketing,, Brand Awareness,, Loyalitas Konsumen,, Generasi Z,Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh social commerce, influencer marketing, dan brand awareness terhadap loyalitas konsumen Generasi Z di Kota Makassar. Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan media sosial dan aktivitas social commerce di kalangan Generasi Z yang tidak selalu diikuti dengan peningkatan loyalitas konsumen. Dalam era pemasaran digital, perusahaan menghadapi tantangan untuk membangun loyalitas konsumen muda yang cenderung dinamis, mudah berpindah merek, dan sangat dipengaruhi oleh tren media sosial serta influencer digital. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Populasi penelitian adalah Generasi Z di Kota Makassar yang aktif menggunakan media sosial dan pernah melakukan pembelian melalui platform social commerce. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 220 responden. Data penelitian dikumpulkan melalui penyebaran kuesioner menggunakan skala Likert lima poin. Teknik analisis data menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan software SmartPLS. Hasil penelitian menunjukkan bahwa social commerce, influencer marketing, dan brand awareness berpengaruh positif dan signifikan terhadap loyalitas konsumen Generasi Z di Kota Makassar. Influencer marketing menjadi variabel yang memiliki pengaruh paling dominan terhadap loyalitas konsumen, diikuti oleh social commerce dan brand awareness. Temuan ini menunjukkan bahwa loyalitas konsumen Generasi Z tidak hanya dipengaruhi oleh kesadaran merek, tetapi juga oleh pengalaman sosial digital, interaksi komunitas, serta kedekatan emosional dengan influencer. Kontribusi penelitian ini terletak pada pengembangan literatur pemasaran digital dan perilaku konsumen, khususnya dalam konteks social commerce dan loyalitas konsumen Generasi Z di kawasan Indonesia Timur. Selain itu, penelitian ini memberikan implikasi praktis bagi perusahaan dalam merancang strategi pemasaran digital yang lebih interaktif, autentik, dan berbasis pengalaman konsumen.
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