Strategi Micro-Influencer Untuk Produk Lokal: Peran Brand Trust Dan Segmentasi Generasi Z-Milenial
DOI:
https://doi.org/10.59971/jumawa.v2i3.338Keywords:
Micro-Influencer, Purchase Intention, Generation Z-Millennials, Local Products, Social Media MarketingAbstract
This study examines the role of micro-influencers in enhancing purchase intention for local products among Generation Z and Millennials in Indonesia, addressing the growing importance of social media marketing in consumer decision-making. Despite existing research on influencer marketing, gaps remain regarding generational differences and the mediating mechanisms in emerging markets. Using a quantitative approach with cross-sectional survey data from 400 respondents (200 Gen Z, 200 Millennials), this research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships between content exposure, influencer credibility, brand trust, and purchase intention. Results indicate that micro-influencer content significantly impacts purchase intention (β=0.35, p<0.001), with brand trust serving as a key mediator (β=0.28, p<0.01). Generational differences reveal Gen Z prefers viral TikTok content (β=0.42), while Millennials favor in-depth YouTube/Instagram reviews (β=0.38). Influencer credibility emerges as the strongest predictor (β=0.58), with trustworthiness more critical for Millennials and value congruence for Gen Z. These findings extend the Source Credibility Theory by demonstrating generational variations in credibility assessment and provide practical insights for targeted influencer marketing strategies. The study contributes to the literature by 1) identifying brand trust as a crucial mediator for local products, 2) quantifying platform-specific generational differences, and 3) proposing an integrated framework for micro-influencer effectiveness. Marketers should prioritize platform-specific authentic content and long-term trust-building collaborations with micro-influencers to optimize local product promotion across generations.
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