The Impact of Social Media Marketing and Influencer Trust on Brand Loyalty Among Gen Z Consumers

The advent of digital marketing has led to significant changes in consumer behavior, particularly among Generation Z, who are highly active on social media and influenced by online interactions. This study investigates the effects of social media marketing and influencer trust on brand loyalty within the context of Gen Z consumers. With the growing prominence of digital platforms and influencer culture, understanding these dynamics is crucial for marketers. A quantitative research approach was employed, with data collected from 200 Gen Z participants in the Jakarta area, Indonesia through an online survey. Structural equation modeling (SEM) was applied using SmartPLS Software to analyze the relationships between social media marketing, influencer trust, and brand loyalty. The findings indicate that both social media marketing and influencer trust significantly influence brand loyalty. Specifically, social media marketing enhances brand trust, which in turn positively impacts brand loyalty. The results highlight the importance of incorporating social media strategies and influencer partnerships to foster brand loyalty among Gen Z. This study provides valuable insights for marketers in digital business, emphasizing the role of trust and digital engagement in shaping consumer loyalty. The implications suggest that businesses, especially in the digital era, should strategically leverage influencers and social media to build stronger, more trusted relationships with their audiences, thereby enhancing brand loyalty.