Article Sidebar

Download
PDF
Statistic
Read Counter : 335 Download : 229

Main Article Content

Abstract

This study investigates the influence of Digital Content Marketing, Influencer Credibility, and Social Media Interactivity on Brand Loyalty among Generation Z consumers in Indonesia. The research is motivated by the shifting behavior of Gen Z, who are highly influenced by digital content and social media dynamics in forming brand preferences and loyalty. A quantitative explanatory approach was adopted using a survey method. Data were collected from 190 respondents aged 18–26 years who actively use social media and have interacted with brand or influencer content. The sampling technique used was purposive sampling. Data were analyzed using multiple linear regression supported by classical assumption tests. The results reveal that all three variables positively and significantly influence brand loyalty. Among them, Influencer Credibility has the strongest impact, followed by Social Media Interactivity and Digital Content Marketing. The R² value of 0.533 indicates that 53.3 percent of the variation in brand loyalty is explained by the model. The F-test and t-tests confirm the significance of the model, with no issues of multicollinearity or autocorrelation found. These findings highlight the importance for brands to create credible influencer collaborations, engaging content, and active interactions with Gen Z audiences. Future research is recommended to explore mediating variables such as brand trust, digital experience, or emotional engagement.

Keywords

Digital Content Marketing Influencer Credibility Social Media Interactivity Brand Loyalty Generation Z

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Abbas, M., Taufik Thahir, Rahmawati Umar, Syahrul Irwandi, & Masyadi. (2025). Pengaruh Digital Content Marketing, Influencer Credibility, dan Interaktivitas Media Sosial terhadap Loyalitas Merek di Kalangan Generasi Z. Paradoks : Jurnal Ilmu Ekonomi, 8(2), 1084–1092. https://doi.org/10.57178/paradoks.v8i2.1277
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Astuti, R. D., & Elrizal, M. A. (2024). The impact of personalized advertising on Instagram toward brand loyalty: a study of Gen Z consumers. Journal IPERCOP. https://www.journal-iasssf.com/index.php/IPERCOP/article/download/1271/870
  2. Ebulueme, J., & Vijayakumar, V. (2024). Authenticity and Influence: Interactions Between Social Media Micro-Influencers and Generation Z on Instagram. Lund University. https://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=9162580&fileOId=9162598
  3. Febriatmoko, B., & Prananta, W. (2024). The Role of Influencer Interactivity and Authenticity in Forming Brand Trust. Atlantis Press. https://www.atlantis-press.com/article/126003897.pdf
  4. Fajarwati, D., & Haliza, T. N. (2024). Social Media Marketing Activities and Their Effect on Brand Loyalty Among Generations. UIN Mataram. https://journal.uinmataram.ac.id/index.php/jed/article/download/11170/3351
  5. Ghaleb, M. M. S., & Alawad, W. A. (2024). Social Media and Purchase Intentions of Gen Z. Transnational Marketing Journal. http://transnationalmarket.com/menu-script/index.php/transnational/article/download/490/354
  6. Genoveva, G., & Chiandra, A. O. (2024). The Influence of Influencer’s Credibility on Brand Awareness Among Generation Z. ResearchGate. https://www.researchgate.net/publication/38870102
  7. Julaeha, L. S. (2024). The Role of Content Marketing in Brand Loyalty: An Empirical Analysis. MASMAN Journal. https://ejournal-nipamof.id/index.php/MASMAN/article/download/509/617
  8. Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management. https://www.emerald.com/insight/content/doi/10.1108/jpbm-02-2019-2280/full/html
  9. Mukhopadhyay, R., & Jha, D. (2025). Building Brand Loyalty in the Digital Age. IGI Global. https://www.igi-global.com/chapter/building-brand-loyalty-in-the-digital-age/373066
  10. Paramita, E. L., & Pinto, P. A. (2021). Social Media Influencer and Brand Loyalty on Generation Z. Diponegoro International Journal of Business. https://ejournal2.undip.ac.id/index.php/ijb/article/download/11485/6863
  11. Redjeki, F. (2025). Analysis of the Effectiveness of Social Media Marketing in Increasing Brand Awareness Among Generation Z. IJEFE. https://ijefe.my.id/index.php/economic/article/download/176/193
  12. Sawaftah, D., Aljarah, A., & Lahuerta-Otero, E. (2021). Stimulating Brand Defense Through Digital Content Marketing. Sustainability. https://www.mdpi.com/2071-1050/13/18/10266
  13. Syahnur, M. H., & Bahari, A. F. (2023). Determinants of Neighborhood References, and Environmental Stimuli on Purchasing Decisions for Halal Products for Consumers. Golden Ratio of Marketing and Applied Psychology of Business, 3(1), 20-33. https://doi.org/10.52970/grmapb.v3i1.277
  14. Valmohammadi, C., & Asayesh, F. (2025). Influencer Marketing, EWOM, E-Brand Experience and Loyalty. Taylor & Francis. https://www.researchgate.net/publication/385104560
  15. Yapp, L. N., Tshin, E. Y. H., & Patrick, Z. (2024). Social Media Influencers Effectiveness Among Millennials and Generation Z in Malaysia. Global Business & Management Research. http://www.gbmrjournal.com/pdf/v16n4s/V16N4s-30.pdf