The Impact of Content Marketing and Influencer Credibility on Purchase Intention among Generation Z Consumers in Indonesia
Keywords:
Content Marketing, Influencer Credibility, Purchase Intention, Generation Z, Digital Marketing
Abstract
This study aims to examine the effect of content marketing and influencer credibility on purchase intention among Generation Z consumers in Indonesia. This research employed a quantitative approach with an explanatory research design. Data were collected through an online survey using a five-point Likert scale questionnaire. The respondents consisted of 104 Generation Z individuals aged 17–28 years who actively use social media and are exposed to digital marketing content in Indonesia. Data analysis was conducted using multiple linear regression. The findings indicate that content marketing and influencer credibility simultaneously have a significant effect on purchase intention. Partially, content marketing has a positive and significant influence on purchase intention, while influencer credibility does not show a significant effect. The coefficient of determination reveals that both independent variables explain 59.7% of the variance in purchase intention. The study concludes that content marketing plays a more dominant role than influencer credibility in influencing the purchase intention of Generation Z consumers. Effective and relevant content is a key factor in stimulating buying interest among this generation. This study is limited by the relatively small sample size and the use of self-reported data, which may not fully represent all Generation Z consumers in Indonesia. This research contributes to the field of digital marketing and consumer behaviour by providing empirical evidence on the effectiveness of content marketing for Generation Z.
References
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Thio, S., & Palumian, Y. (2025). The impact of social media influencers on attitudes toward local food and behavioral intentions: A study on foreign tourists visiting Bali. International Journal of Applied Business Research, 7(1), 41–57. https://doi.org/10.35313/ijabr.v7i01.409
Vabella, J. A. A., Zaman, K., & Megasari, A. D. (2025). Pengaruh hubungan tren TikTok terhadap pembelian produk online di Bojonegoro. JUMMA’45: Jurnal Mahasiswa Manajemen Dan Akuntansi, 4(2), 699–709. https://doi.org/10.30640/jumma45.v4i2.5139
Wajdi, M., Susanto, B., Sumartana, I. M., Sutiarso, M. A., & Hadi, W. (2024). Profile of Generation Z characteristics: Implications for contemporary educational approaches. Kajian Pendidikan, Seni, Budaya, Sosial Dan Lingkungan, 1(1), 33–44. https://doi.org/10.58881/kpsbsl.v1i1.8
Wardana, W. (2025). Examining the Effect of Social Media Engagement on Purchase Intention: A Study of Generation Z Consumers. DIJEMSS: Dinasti International Journal of Education Management And Social Science, 6(5), 3681–3687. https://doi.org/10.38035/dijemss.v6i5.4634
Wiedmann, K. P., & von Mettenheim, W. (2021). Attractiveness, trustworthiness and expertise: Social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442
Zakiyah, M. I., Sholikhah, A., D, L. R. L., Purwaningtyas, E., Pratama, F. A., & Aisa, R. D. (2024). Pengaruh content marketing Instagram dan performance influencer terhadap customer engagement di Istoria Cafe Kavling DPR Sidoarjo. JORAPI: Journal of Research and Publication Innovation, 2(2), 1601–1608.
Aini, S. K., Wibowo, S. F., & Krissanya, N. (2025). Pengaruh social media influencer credibility dan e-WOM terhadap purchase intention skincare produk lokal di Jabodetabek melalui brand trust sebagai variabel mediasi. PENG: Jurnal Ekonomi Dan Manajemen, 2(2), 2812–2827. https://doi.org/10.62710/fr84ne04
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: Attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Azizah, R., & Riki, R. (2025). Mengapa pelanggan membeli produk secara online? Efek dari content marketing, online review, dan brand image. Jurnal Bahtera Inovasi, 9(1), 10–30.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Erwin, E., Saununu, S. J., & Rukmana, A. Y. (2023). The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia. West Science Interdisciplinary Studies, 1(10), 1028–1038. https://doi.org/10.58812/wsis.v1i10.317
Evita, N., Prestianta, A. M., & Asmarantika, R. A. (2023). Patterns of media and social media use in generation z in Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 7(1), 195–214. https://doi.org/10.25139/jsk.v7i1.5230
Fitrianingsih, A., Bachri, S., Muzakir, M., & Farid, F. (2025). Pengaruh content marketing dan electronic word of mouth (e-WOM) terhadap purchase decision produk Skin1004 yang dimediasi oleh fear of missing out (FoMO) (studi kasus pada Gen Z di Kota Palu). Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 6(1), 167–187. https://doi.org/10.37631/ebisma.v6i1.1830
Griva, E., & Jha, U. K. (2024). The evolution of brand communication: A study of consumer trust in influencers and traditional media. International Journal on Research and Development--A Management Review, 13(1), 118–128. https://doi.org/10.65521/ijrdmr.v13i1.623
Husna, A. H., & Mairita, D. (2024). Gen Z dan Perilaku Konsumsi Konten Influencer pada TikTok. Jurnal Riset Komunikasi (JURKOM), 7(1), 86–100. https://doi.org/10.38194/jurkom.v7i1.1002
Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. PLOS ONE, 16(4), e0249457. https://doi.org/10.1371/journal.pone.0249457
Kotler, P., Keller, K. L., & Chernev, A. (2016). Marketing Management (15th ed.). Pearson Education.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lumbantoruan, A., & Marwansyah, M. (2023). Pengaruh kredibilitas influencer terhadap minat beli konsumen pada produk makanan. Jurnal Riset Bisnis Dan Investasi, 9(3), 143–152. https://doi.org/10.35313/jrbi.v9i3.4398
Nurcahyani, D., & Fitria, D. (2024). Pengaruh content marketing terhadap customer engagement pada Instagram MUMS Garden. Jurnal USAHA, 5(2), 48–62.
Panesto, R., Widjaja, B. T., & Wahyoedi, S. (2024). Pengaruh trustworthiness dan physical attractiveness influencer terhadap purchase intention produk kuliner di JABODETABEK dengan mediasi brand image. Business Management Journal, 20(2), 131–152. https://doi.org/10.30813/bmj.v20i2.5570
Pasaribu, A. F., Rahma, T. I. F., & Dharma, B. (2023). Pengaruh content marketing, viral marketing dan influencer terhadap minat beli produk skincare pada mahasiswa. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 10(2), 81–93. https://doi.org/10.36987/ecobi.v10i2
Pratiwi, V. A., Nugroho, R. H., Prabowo, B., & Kusumasari, I. R. (2025). The Influence of Brand Image, Brand Trust, and Brand Awareness on Purchase Intention: A Study on Generation Z Users By.U Provider In Surabaya. Indonesian Interdisciplinary Journal of Sharia Economics, 8(3), 11380–11390.
Pulizzi, J. (2014). Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less. McGraw-Hill Education.
Renwarin, J. M. J., & Kamalsyah, F. (2024). Pengaruh content marketing terhadap minat beli dan emotional marketing sebagai variabel intervening. STREAMING Business Journal, 3(1), 109–119. https://doi.org/10.53008/streaming.v3i1.3554
Rudi, R., Ikbal, M., & Hapid, H. (2025). Pengaruh influencer social media dan content marketing terhadap minat beli Generasi Z di Kota Palopo. Jurnal Maneksi (Management Ekonomi Dan Akuntansi), 14(4), 2023–2032. https://doi.org/10.31959/jm.v14i4.3308
Sabina, C. O., Soegiarto, A., Sari, W. P., Imsa, M. A., & Rizki, M. F. (2025). Pengaruh content marketing Shopee Affiliate di TikTok terhadap minat beli Generasi Z pada produk fesyen. Jurnal Komputer, Informasi Dan Teknologi, 5(1), 1–15. https://doi.org/10.53697/jkomitek.v5i1.2679
Syah, R., Auliana, L., & Rivani, R. (2024). Pengaruh content marketing terhadap customer engagement pada Instagram @Dearmebeauty (PT Garland Cantik Indonesia). Jurnal Lentera Bisnis, 13(2), 1095–1105. https://doi.org/10.34127/jrlab.v13i2.1132
Thio, S., & Palumian, Y. (2025). The impact of social media influencers on attitudes toward local food and behavioral intentions: A study on foreign tourists visiting Bali. International Journal of Applied Business Research, 7(1), 41–57. https://doi.org/10.35313/ijabr.v7i01.409
Vabella, J. A. A., Zaman, K., & Megasari, A. D. (2025). Pengaruh hubungan tren TikTok terhadap pembelian produk online di Bojonegoro. JUMMA’45: Jurnal Mahasiswa Manajemen Dan Akuntansi, 4(2), 699–709. https://doi.org/10.30640/jumma45.v4i2.5139
Wajdi, M., Susanto, B., Sumartana, I. M., Sutiarso, M. A., & Hadi, W. (2024). Profile of Generation Z characteristics: Implications for contemporary educational approaches. Kajian Pendidikan, Seni, Budaya, Sosial Dan Lingkungan, 1(1), 33–44. https://doi.org/10.58881/kpsbsl.v1i1.8
Wardana, W. (2025). Examining the Effect of Social Media Engagement on Purchase Intention: A Study of Generation Z Consumers. DIJEMSS: Dinasti International Journal of Education Management And Social Science, 6(5), 3681–3687. https://doi.org/10.38035/dijemss.v6i5.4634
Wiedmann, K. P., & von Mettenheim, W. (2021). Attractiveness, trustworthiness and expertise: Social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442
Zakiyah, M. I., Sholikhah, A., D, L. R. L., Purwaningtyas, E., Pratama, F. A., & Aisa, R. D. (2024). Pengaruh content marketing Instagram dan performance influencer terhadap customer engagement di Istoria Cafe Kavling DPR Sidoarjo. JORAPI: Journal of Research and Publication Innovation, 2(2), 1601–1608.
Published
2026-05-23
How to Cite
Amanda Fersa, V., Kusumarina, P., Nurul Shakina, O., Putri Utami Ilham, K., & Yudhinanto. (2026). The Impact of Content Marketing and Influencer Credibility on Purchase Intention among Generation Z Consumers in Indonesia. International Journal of Business and Quality Research, 4(02), 481-498. https://doi.org/10.63922/ijbqr.v4i02.3507
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