The Influence of Influencer Marketing and User Generated Content on Skintific Brand Awareness Among Generation Z’

Erika Sri Setyahadi Putri; Yayuk Sri Rahayu

doi:10.55927/mudima.v5i9.578

Authors

Erika Sri Setyahadi Putri Maulana Malik Ibrahim State Islamic University of Malang
Yayuk Sri Rahayu Maulana Malik Ibrahim State Islamic University of Malang

DOI:

https://doi.org/10.55927/mudima.v5i9.578

Keywords:

Influencer Marketing, User Generated Content, Brand Awareness

Abstract

This study examines the influence of influencer marketing and user-generated content on brand awareness of Skintific skincare among Gen Z consumers in the Jabodetabek area. Employing a quantitative method with multiple linear regression analysis, data were collected via questionnaires from 150 respondents. Results reveal that both influencer marketing and user-generated content have a positive and significant effect, individually and jointly, on brand awareness. These findings suggest that combining these two digital marketing strategies effectively enhances brand recognition among target consumers. The study offers valuable insights for companies aiming to optimize marketing strategies within the Gen Z demographic.

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