Strategi Pemasaran Digital di Industri Fashion: Peran Influencer Virtual bagi Konsumen Gen Z
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Abstract
Perkembangan teknologi digital mendorong penggunaan influencer sebagai bagian dari strategi pemasaran di industri fashion, khususnya dalam menjangkau konsumen Generasi Z. Penelitian ini bertujuan untuk menganalisis peran Social-Psychological Distance dalam memengaruhi respons konsumen Gen Z, yang meliputi Source Trust, Intention to Follow, Word-of-Mouth, dan Brand Attachment, serta menelaah pengaruh Need for Uniqueness dan Novelty Seeking terhadap jarak sosial-psikologis tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang diperoleh 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 (SEM) dengan bantuan 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 berpengaruh signifikan terhadap Source Trust, Intention to Follow, Word-of-Mouth, dan Brand Attachment. Temuan ini menegaskan bahwa persepsi kedekatan sosial-psikologis antara konsumen dan influencer berperan penting dalam membentuk efektivitas pemasaran berbasis influencer pada konsumen Generasi Z di industri fashion.
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