Pengaruh Trustworthiness, e-WOM, dan Trendiness dalam Strategi Influencer Marketing terhadap Minat Beli Generasi Z
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Untsa Fauziyyah Witjaksono
*
Universitas Negeri Surabaya, Surabaya,
Indonesia
- Nadia Nur Thahirrah Universitas Negeri Surabaya, Surabaya, Indonesia (*) Corresponding Author
Abstract
The development of digital marketing through Instagram encourages culinary MSMEs to utilize influencer marketing as a strategy to reach young consumers. However, the effectiveness of this strategy remains inconsistent because Generation Z highly considers content authenticity and user reviews before making a purchase. This study analyzes the influence of trustworthiness, electronic word-of-mouth (e-WOM), and trendiness on Generation Z’s purchase intent toward Instagram-based culinary MSME products in Surabaya, using a quantitative approach with an associative-causal method. A total of 191 Generation Z respondents in the Surabaya and Sidoarjo areas were selected through purposive sampling. Primary data were collected via questionnaires and analyzed using the SmartPLS software with a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The results indicate that trustworthiness with a coefficient value of 0.424 and a significance value of 0.000, and trendiness with a coefficient value of 0.222 and a significance value of 0.023, have a positive and significant influence on purchase intention, with an R-Square value of 0.425 (42.5%). The honesty of an influencer or trustworthiness was found to be the most powerful and dominant driving factor in triggering the purchase intention of young consumers. Conversely, the e-WOM variable with a coefficient value of 0.119 and a significance value of 0.161 was found to have no significant influence on purchase intention. This finding indicates that the volume of reviews or comments from general netizens on Instagram is unable to drive Generation Z's purchase intention if they do not trust the character of the figure delivering the recommendation. The novelty of this research provides a new understanding of the shift in young consumers' social behavior who are now much more critical in filtering visual information on social media. Theoretically, the results of this study contribute to the development of the Theory of Reasoned Action, while practically providing contributions for culinary MSMEs in designing more effective and targeted digital marketing strategies.
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