Strategi Pemasaran Digital di Industri Fashion: Peran Influencer Virtual bagi Konsumen Gen Z
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Abstract
Perkembangan pemasaran digital telah memperkuat peran influencer dalam membentuk respons konsumen Generasi Z pada industri fashion. Penelitian ini bertujuan menganalisis pengaruh need for uniqueness dan novelty seeking terhadap social-psychological distance, serta menguji dampak kedekatan tersebut terhadap source trust, intention to follow, word-of-mouth, dan brand attachment. Penelitian menggunakan pendekatan kuantitatif dengan data dari 220 responden Generasi Z di Indonesia yang aktif mengikuti akun fashion di media sosial. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling berbantuan AMOS. Hasil penelitian menunjukkan bahwa novelty seeking berpengaruh positif dan signifikan terhadap social-psychological distance, sedangkan need for uniqueness tidak menunjukkan pengaruh langsung yang signifikan. Selanjutnya, social-psychological distance terbukti memengaruhi kepercayaan terhadap sumber, niat mengikuti, komunikasi dari mulut ke mulut, dan keterikatan merek. Temuan ini menegaskan bahwa efektivitas pemasaran influencer sangat bergantung pada kemampuan membangun persepsi kedekatan sosial dan psikologis dengan konsumen Generasi Z.
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