Pengaruh Influencer Endorsement dan Content Marketing terhadap Minat Beli Gen-Z Pengguna Tiktok pada Produk Antarestar di Kota Makassar

Alvian Hijrah; Anwar  Anwar; Rahmat Riwayat Abadi; Siti Hasbiah; IlmaWulansari Hasdiansa

doi:10.58192/populer.v5i1.4135

Authors

Alvian Hijrah Universitas Negeri Makassar
Anwar Anwar Universitas Negeri Makassar
Rahmat Riwayat Abadi Universitas Negeri Makassar
Siti Hasbiah Universitas Negeri Makassar
IlmaWulansari Hasdiansa Universitas Negeri Makassar

DOI:

https://doi.org/10.58192/populer.v5i1.4135

Keywords:

Content Marketing, Generation Z, Influencer Endorsement, Purchase Intention, TikTok

Abstract

The rapid development of social media, particularly TikTok, has transformed digital marketing strategies by emphasizing influencer endorsement and content marketing to reach Generation Z consumers. This generation is characterized by high social media usage and strong responsiveness to visual content and influencer recommendations. This study aims to analyze the effect of influencer endorsement and content marketing on the purchase intention of Generation Z TikTok users toward Antarestar products in Makassar City, both partially and simultaneously. This study employed a quantitative approach with an associative research method. The population consisted of Antarestar consumers residing in Makassar City, and the sample was determined using purposive sampling. A total of 140 respondents who met the research criteria were involved in this study. Data were collected through a questionnaire using a five-point Likert scale and analyzed using multiple linear regression analysis with the assistance of IBM SPSS Statistics software. The results of this study indicate that (1) influencer endorsement has a positive and significant effect on the purchase intention of Generation Z TikTok users toward Antarestar products, (2) content marketing has a positive and significant effect on purchase intention, and (3) influencer endorsement and content marketing simultaneously have a positive and significant effect on the purchase intention of Generation Z TikTok users toward Antarestar products in Makassar City. The findings conclude that the effectiveness of Antarestar’s digital marketing on TikTok is strongly influenced by credible and attractive influencers as well as relevant, informative, and consistent marketing content. Therefore, optimizing influencer endorsement and content marketing strategies is essential to enhance purchase intention among Generation Z consumers.

References

Abdjuul, F., Massie, J. D. D., & Mandagie, Y. (2022). Pengaruh content marketing, search engine optimization dan social media marketing terhadap keputusan pembelian mahasiswa FEB UNSRAT di e-commerce Sociolla. Jurnal EMBA, 10(3), 225–236. https://doi.org/10.35794/emba.v10i3.41752

Afrina, A., Margery, E., & Seri, S. (2024). Pengaruh content marketing dan influencer terhadap minat beli konsumen PT. Makmur Dekorindo Lestari Medan. Kukima: Kumpulan Karya Ilmiah Manajemen. https://doi.org/10.54367/kukima.v3i2.4222

Al Hafizi, N. A., & Ali, H. (2021). Purchase intention and purchase decision model: Multi channel marketing and discount on Medcom.id online news portal. Dinasti International Journal of Digital Business Management, 2(3), 460–470. https://doi.org/10.31933/dijdbm.v2i3.826

Angelica, A., & Rusdi, F. (2022). Pengaruh endorsement influencer pada produk Scarlett Whitening terhadap minat pembelian. Prologia, 6(2), 334–340. https://doi.org/10.24912/pr.v6i2.15541

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379

Ferdinand, A. T. (2006). Metode penelitian manajemen: Pedoman penelitian untuk skripsi, tesis, dan disertasi ilmu manajemen. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (Edisi 9). Semarang: Badan Penerbit Universitas Diponegoro.

Gunardi, G. (2024). The role of influencer collaboration as a marketing strategy in promoting new product collection: A case study of THENBLANK X Isyana Sarasvati (Doctoral dissertation). LSPR Communication & Business Institute.

Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069

Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650. https://doi.org/10.1086/266350

Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. New Haven: Yale University Press.

Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2021). Pengaruh content marketing dan lifestyle terhadap keputusan pembelian pada usaha kecil menengah di media sosial. Jurnal Komunikasi Bisnis dan Manajemen, 8(1). https://doi.org/10.31602/al-kalam.v8i1.4156

Luthfy, M. R., Sabrina, H., & Mulia, A. (2025). Pengaruh influencer marketing dan content marketing dalam meningkatkan minat beli masyarakat: Studi pada Sambal Cobek Pak Awan Binjai. Jurnal Bisnis Mahasiswa, 5(3), 1040–1048. https://doi.org/10.60036/jbm.606

Milhinhos, P. R. V. (2015). The impact of content marketing on attitudes and purchase intentions of online shoppers: The case of videos & tutorials and user-generated content. Escola Brasileira de Administração Pública e de Empresas.

Mulyani, Y. S., Wibisono, T., & Hikmah, A. B. (2022). Pemanfaatan media sosial TikTok untuk pemasaran bisnis digital sebagai media promosi. Jurnal Ilmiah Hospitality, 11(1), 291–296. https://doi.org/10.47492/jih.v11i1.1612

Pertiwi, D., & Gusfa, H. (2018). Pengaruh content marketing terhadap pembentukan brand awareness pada Kalbis Institute. Jurnal Media Kom, 8(2), 45–57.

Pranita, K. (2024). Pengaruh online customer review dan endorsement influencer terhadap minat beli produk Skintific pada media sosial TikTok. Jurnal Manajemen dan Profesional, 5(1), 87–100. https://doi.org/10.32815/jpro.v5i1.2114

Prayuda, R. (2024). Investigating the role of marketing content and brand image on purchasing decisions mediated by purchase interest in shop online users. UJOST – Universal Journal of Science and Technology, 3(2), 1–6.

Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.

Sugiyono. (2018). Metode penelitian kombinasi (mixed methods). Bandung: Alfabeta.

Sugiyono. (2021). Metode penelitian pendidikan (kuantitatif, kualitatif, kombinasi, R&D dan penelitian pendidikan). Bandung: Alfabeta.

Waluyo, A. (2022). Pengaruh customer review dan influencer terhadap keputusan pembelian di online shop Shopee dengan minat beli sebagai variabel intervening. Srikandi: Journal of Islamic Economics and Banking, 1(2), 103–112. https://doi.org/10.25217/srikandi.v1i2.2027

Wang, R., & Chan-Olmsted, S. (2020). Content marketing strategy of branded YouTube channels. Journal of Media Business Studies, 17(3–4), 294–316. https://doi.org/10.1080/16522354.2020.1783130