UNCOVERING THE ROLE OF MICRO INFLUENCERS AND STORYTELLING IN BUILDING GREEN BRAND PERCEPTION: A STUDY ON GEN Z CONSUMERS IN THE ECO-FRIENDLY COSMETICS INDUSTRY (SKINTIFIC)

This research aims to uncover the role of micro influencers and storytelling in building green brand perception in Generation Z consumers in the eco-friendly cosmetics industry, especially in the Skintific brand. With increasing consumer awareness of environmental issues, cosmetic brands that carry the concept of eco-friendliness need to develop effective communication strategies in order to form a positive image in the eyes of young consumers. The research method used was quantitative with a survey approach using a questionnaire distributed to Gen Z respondents who had used Skintific products. Data analysis was carried out using SEM-PLS to test the relationships between variables. The results of the study show that micro influencers significantly influence authentic and engaging storytelling, which then contributes to increasing green brand perception among Gen Z. This research provides practical contributions for eco-friendly cosmetics industry players in designing more effective digital marketing strategies through collaboration with micro influencers and the use of storytelling to strengthen green brand perception in the young market.