Pengaruh Influencer Marketing dan Brand Trust Terhadap Purchase Intention Produk Skincare Skintific Pada Generasi Z (Studi Pada Mahasiswa S1 Fisip Universitas Sumatera Utara)
The Influence of Influencer Marketing and Brand Trust on Purchase Intention for Skintific Skincare Products Among Generation Z (A Study of Undergraduate Students in the Faculty of Social and Political Sciences at the University of North Sumatra)
Keywords:
Brand Trust, Generasi Z, Influencer Marketing, Purchase Intention, Skintific, Brand Trust, Generation Z, Influencer Marketing, Purchase Intention, Skintific
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan brand trust terhadap purchase intention produk skincare Skintific pada mahasiswa S1 Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara. Studi kuantitatif dengan pendekatan asosiatif ini melibatkan 152 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner daring dengan skala Likert lima poin. Analisis data dilakukan menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa influencer marketing berpengaruh positif dan signifikan terhadap purchase intention dengan nilai koefisien sebesar 0,280 dan nilai p-value sebesar 0,002. Selain itu, brand trust juga berpengaruh positif dan signifikan terhadap purchase intention dengan nilai koefisien sebesar 0,370 dan nilai p-value < 0,001. Hasil penelitian juga menunjukkan bahwa brand trust memiliki pengaruh yang lebih dominan dibandingkan influencer marketing dalam meningkatkan purchase intention konsumen terhadap produk skincare Skintific. Penelitian ini mengimplikasikan pentingnya strategi influencer marketing yang efektif serta pembangunan kepercayaan merek dalam meningkatkan minat beli konsumen Generasi Z terhadap produk skincare Skintific.
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Aini, N. Q., & Zagladi, A. N. (2025). TikTok sebagai media pemasaran digital: Efek influencer marketing dan E-WOM terhadap keputusan pembelian produk skincare. Studi Akuntansi, Keuangan, dan Manajemen. https://doi.org/10.35912/sakman.v4i2.3799
Alhamdina, T. E., & Hartono, A. (2023). The impact of brand awareness, brand reputation, and perceived economic benefits on brand trust and online purchase intentions for Skintific products on the TikTok Shop platform. International Journal of Science, Technology & Management, 5(3), 653–666.
Amalia, D. S. (2025). Pengaruh influencer marketing dan content marketing terhadap keputusan pembelian pada pengguna aplikasi TikTok: Studi literatur. Seminar Nasional Pariwisata dan Kewirausahaan (SNPK). https://doi.org/10.36441/snpk.vol4.2025.308
Amini, Y. Y., & Auliya, Z. F. (2025). Pengaruh influencer marketing dan brand image terhadap niat beli dengan kepercayaan konsumen sebagai variabel intervening pada produk Skintific. PARADOKS: Jurnal Ilmu Ekonomi, 8(3), 862–873.
Astuti, E. Y., Puspitasari, I., & Runanto, D. (2025). Pengaruh content marketing dan influencer marketing terhadap keputusan pembelian melalui purchase intention sebagai variabel intervening pada produk Skintific. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam. https://doi.org/10.47467/elmal.v6i9.8611
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers' hedonic experience. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2022.103149
Benevento, E., Aloini, D., Roma, P., & Bellino, D. (2025). The impact of influencers on brand social network growth: Insights from new product launch events on Twitter. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2024.115123
Butow, E., & Garcia, S. (2024). Ultimate guide to influencer marketing. Perlego.
Carossa, D., & Rodhiah. (2025). Pengaruh social media marketing dan influencer credibility terhadap purchase intention melalui brand trust. Edunomika, 9(1).
Castillo, R. A., Jaramillo, C. Z., & Sy, L. (2022). The effectiveness of social media influencers in the cosmetic and skincare industry to the purchase intention of the Generation Z Filipinos. Journal of Business and Management Studies. https://doi.org/10.32996/jbms.2022.4.2.14
Damirchi, S. (2021). The effects of social media influencers on consumers' buying intentions with mediating role of consumer attitude (Master's thesis). Eastern Mediterranean University.
Eddy, E., & Syahputra, A. (2025). Buku referensi content marketing. Universitas Pelita Harapan.
Hasna, S. Z. D., & Susilowati, F. D. (2025). Pengaruh religiusitas, influencer endorsement dan online customer review terhadap niat beli produk fashion muslim di online shopping. Syarikat: Jurnal Rumpun Ekonomi Syariah. https://doi.org/10.25299/syarikat.2025.vol8(2).25743
Johne, J. (2023). Effectiveness of influencer marketing. Springer. https://doi.org/10.1007/978-3-658-41297-5
Lestari, R. P., & Yuniarinto, A. (2024). Pengaruh social media influencer terhadap purchase intention dengan brand awareness sebagai variabel mediasi. Jurnal Manajemen dan Pemasaran Produk Kreatif. https://doi.org/10.21776/jmppk.2024.03.1.12
Lestiyani, D. N., & Purwanto, S. (2023). Analisis pengaruh influencer marketing dan brand love terhadap keputusan pembelian produk skincare Skintific. BUDGETING: Journal of Business, Management and Accounting.
Nabila, J., & Azijah, N. (2024). Pengaruh brand image dan influencer marketing terhadap keputusan pembelian konsumen melalui minat beli sebagai variabel intervening: Studi pada followers akun TikTok @Skintific_id. Jurnal Mahasiswa Ekonomi & Bisnis.
Nasereddin, A. Y., Haddad, S., Sharabati, A., Elayyan, N., & Khasawneh, M. (2025). The effect of influencers on consumers' purchase intention of Jordanian entrepreneurs' start-ups. International Journal of Data and Network Science. https://www.growingscience.com/ijds/Vol10/ijdns_2025_37.pdf
Nurwijayanto, P. R., & Dharmawan, M. M. (2023). Strategi influencer marketing dalam meningkatkan customer engagement. MARGIN ECO: Jurnal Ekonomi dan Perkembangan Bisnis. https://doi.org/10.32764/margin.v7i2.4013
Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. Y. (2025). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-024-01052-7
Pratama, A. A. (2025). Pengaruh social media marketing dan influencer marketing terhadap keputusan pembelian pada aplikasi TikTok. Digitive: Journal of Digital Business.
Putri, R. V., Mani, L., Fedora, A., Amanina, S., & Aras, M. (2024). The influence of digital content, public figure self-branding, celebrity worship, and audience motivation. Jurnal Indonesia Sosial Teknologi.
Rachmawati, I. (2025). Pengaruh social media influencer terhadap brand loyalty TikTok dengan purchase intention sebagai mediasi pada Generasi Z di Indonesia. Jurnal Sains Pemasaran Indonesia. https://doi.org/10.14710/jspi.v24i1.65-76
Simanjuntak, T. W., & Saputra, A. (2024). Pengaruh brand image, content influencer dan live streaming TikTok terhadap minat beli skincare Skintific di Batam. Arus Jurnal Sosial dan Humaniora (AJSH).
Sporl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A meta-analysis. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2024.114991
Syihab, B. H. (2025). Peran penting afiliasi dan influencer dalam mengubah perilaku konsumen di era digital. Jurnal Ekonomi Manajemen dan Bisnis. https://doi.org/10.32815/jubis.v6i1.2649
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2024). The role of influencer–follower congruence in influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2023.103506
Wardhana, A. (2024). Consumer behavior in the digital era 4.0.
Zulch, H., Molders, M., & Hoffmann, C. (2026). Navigating the rise of finfluencers: A multidimensional quality framework. Journal of Financial Services Marketing. https://doi.org/10.1057/s41264-025-00334-7
Álvarez-Monzoncillo, J. M. (2023). The dynamics of influencer marketing: A multidisciplinary approach. Routledge. https://doi.org/10.4324/9781003134176
