•  
  •  
 

Abstract

Digital influencers play an important role in building brand awareness among Generation Z through digital marketing communication. This study aims to analyze the characteristics of digital influencers, including credibility, expertise, and attractiveness, as factors shaping brand awareness of the beauty product Time Phoria among Generation Z who consume content on the TikTok platform. The study adopts a descriptive quantitative approach using a survey of 100 respondents who met the research criteria. The results show that credibility, expertise, and attractiveness of digital influencers contribute positively and significantly to brand awareness, with credibility identified as the most dominant factor. These findings highlight that digital influencer characteristics are strategic elements in helping audiences recognize and recall brands, and they provide practical implications for companies in designing more effective influencer marketing strategies to reach Generation Z amid rapidly evolving digital trends.

Bahasa Abstract

Digital influencer memainkan peran penting dalam pembentukan brand awareness di kalangan Generasi Z melalui komunikasi pemasaran digital. Penelitian ini bertujuan menganalisis karakteristik digital influencer, yang meliputi kredibilitas, keahlian, dan daya tarik, sebagai faktor pembentuk brand awareness produk kecantikan Time Phoria pada Generasi Z yang mengonsumsi konten di platform Tiktok. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan survei terhadap 100 responden yang memenuhi kriteria penelitian. Hasil penelitian menunjukkan bahwa kredibilitas, keahlian, dan daya tarik digital influencer berkontribusi positif dan signifikan dalam membentuk brand awareness, dengan kredibilitas sebagai faktor yang paling dominan. Temuan ini menegaskan bahwa karakteristik digital influencer merupakan elemen strategis dalam membantu audiens mengenali dan mengingat merek, serta memberikan implikasi praktis bagi perusahaan dalam merancang strategi influencer marketing yang lebih efektif untuk menjangkau Generasi Z di tengah perkembangan trend yang semakin cepat.

References

Aaker, D. (2015). Aaker on branding: 20 prinsip esensial mengelola dan mengembangkan brand. PT Gramedia Pustaka Utama.

Aaker, D. A. (2011). Brand relevance: Making competitors irrelevant. Jossey-Bass.

Aaker, D. A. (2020). Brand portfolio strategy: Creating relevance, differentiation, energy, leverage, and clarity. Free Press.

Adhim, F., & Pranata, R. T. H. (2025). Strategi kreatif digital strategis dalam mengelola TikTok Astra Digital. Nivedana: Jurnal Komunikasi dan Bahasa, 6(2), 391–398. https://doi.org/10.53565/nivedana.v6i2.1776

Aji, H. B., & Gita A, W. N. (2020). Strategi peningkatan brand awareness yang dilakukan oleh Le Minerale selama masa pandemi Covid-19. Medialog: Jurnal Ilmu Komunikasi, 3(2), 168–177. https://doi.org/10.35326/medialog.v3i2.754

Anjani, S., & Irwansyah, I. (2020). Peranan influencer dalam mengkomunikasikan pesan di media sosial Instagram. Polyglot: Jurnal Ilmiah, 16(2), 203. https://doi.org/10.19166/pji.v16i2.1929

Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412–426. https://doi.org/10.24912/jm.v24i3.676

DataIndonesia.id. (2022). TikTok jadi medsos utama Gen Z untuk cari informasi pada 2022. https://dataindonesia.id/gaya-hidup/detail/tiktok-jadi-medsos-utama-gen-z-untuk-cari-informasi-pada-2022

DataReportal. (2025). Digital 2025: Indonesia. https://datareportal.com/reports/digital-2025-indonesia

Doyle, B. (2020). TikTok statistics – Everything you need to know [September 2020 update]. https://wallaroomedia.com/blog/social-media/Tiktokstatistics/

Firmansyah, M. A. (2019). Pemasaran produk dan merek: Planning & strategy. Qiara Media.

Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era modern (sebuah studi literatur). Jurnal Eksekutif, 15(1), 133–146.

Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect Of Characteristics Of Source Credibility On Consumer Behaviour: A Meta-Analysis. Journal Of Retailing And Consumer Services, 53. Https://Doi.Org/10.1016/J.Jretconser.2019.01.005

Jamil, S., Shah, F., Khan, S., & Imran, I. (2023). The influence of potential outcome on entrepreneurs' decisions to participate in crowdfunding in Pakistan (Karachi). International Journal of Social Science & Entrepreneurship, 3, 1–24.

Jiang, Y., Miao, M., Jalees, T., & Zaman, S. I. (2019). Analysis of the moral mechanism to purchase counterfeit luxury goods: Evidence from China. Asia Pacific Journal of Marketing and Logistics, 31, 647–669.

Kadekova, Z., & Holiencinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2), 90–104. https://www.communicationtoday.sk/influencer-marketing-as-a-modern-phenomenon-creating-a-new-frontier-of-virtual-opportunities/

Keller, K. L., & Swaminathan, V. (2019). Strategic brand management: Building, measuring, and managing brand equity. Pearson.

Kerse, Y. (2023). The relationship between brand awareness and purchase intention: A meta-analysis study. BMİJ, 11(3), 1121–1129. https://doi.org/10.15295/bmij.v11i.2288

Khan, S. (2023). The role of digital influencer credibility on purchase intention and the mediating effect of customer trust and engagement. Global Journal for Management and Administrative Sciences, 4, 19–45. https://doi.org/10.46568/gjmas.v4i1.177

Khoirin, D., Marlena, N., & Universitas Surabaya. (2022). Pengaruh konten buatan pengguna dan e-WOM pada aplikasi TikTok terhadap purchase intention produk fashion. https://jurnal.unismuhpalu.ac.id/index.php/JSM/article/view/2610

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Kotler, P. T., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management. Pearson.

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73.

Maulana, I., Manulang, J. M. br., & Salsabila, O. (2020). Pengaruh social media influencer terhadap perilaku konsumtif di era ekonomi digital. Majalah Ilmiah Bijak, 17(1), 28–34. https://doi.org/10.31334/bijak.v17i1.823

Nurhadi. (2025). Peran influencer marketing dalam meningkatkan brand awareness di media sosial. Astina Mandiri: Media and Publishing, 4(1), 143–154. https://jurnal.astinamandiri.com/index.php/juria

Oktavia, K. N., & Mariam, S. (2024). Social media marketing, brand image, brand awareness, perceived quality and purchase intention in skincare product users. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1595–1612. https://doi.org/10.37641/jimkes.v12i5.2780

Salsabila, A., Pranata, R. T. H., & Cholagi, F. F. (2025). Optimalisasi media sosial Instagram sebagai sarana promosi destinasi pariwisata Kota Bogor. Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 6(2), 1163–1175. https://doi.org/10.63447/jimik.v6i2.1411

Savitri, A. A., Pranata, R. T. H., & Cholagi, F. F. (2025). Publikasi informasi pada pembuatan konten Instagram @bukune di PT Bukune Kreatif Cipta. Buana Komunikasi, 6(1). https://doi.org/10.32897/buanakomunikasi.2025.6.1.4322

Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on consumers’ purchase intention. Journal of Accounting & Marketing, 6(1), 34–38.

Solis, B. (2012). The rise of digital influence. SmartInsights. https://www.smartinsights.com/

Sugiharto, S. A., & Ramadhana, M. R. (2018). Pengaruh kredibilitas influencer terhadap sikap pada merek. Jurnal Ilmu Politik dan Komunikasi, 8(2).

Surbakti, M. K. R., Wijayanto, G., & Pailis, E. A. (2022). Pengaruh influencer, lifestyle, dan brand image terhadap impulse buying di e-commerce (studi kasus pada generasi milenial kota Pekanbaru). Jurnal Sosial Humaniora Terapan, 4(2). https://scholarhub.ui.ac.id/jsht/vol4/iss2/1

Wardhana, A. (2024). Brand management in the digital era (Edisi Indonesia). Eureka Media Aksara.

Wardhana, A., et al. (2022). Brand marketing: The art of branding. Media Sains Indonesia.

Download

Share

COinS