Pengaruh Konten Media Sosial dan Customer Trust terhadap Keputusan Pembelian Brand Uniqlo pada Konsumen Gen Z

Pasha Muhammad Iqbal

doi:10.71456/sur.v4i2.1823

Authors

Pasha Muhammad Iqbal Universitas Islam Sultan Agung

DOI:

https://doi.org/10.71456/sur.v4i2.1823

Keywords:

Kepercayaan Pelanggan, Pengambilan Keputusan, Generasi Z, Keputusan Pembelian, Konten Media Sosial

Abstract

Perkembangan media digital mengubah perilaku konsumen Generasi Z dalam keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh konten media sosial dan customer trust terhadap keputusan pembelian merek Uniqlo pada Gen Z. Penelitian menggunakan pendekatan kuantitatif asosiatif kausal dengan populasi Gen Z konsumen Uniqlo di Semarang. Sampel sebanyak 100 responden dipilih melalui purposive sampling. Instrumen penelitian berupa kuesioner skala Likert 1–5 yang diuji validitas dan reliabilitas. Analisis data menggunakan SPSS versi 26 dengan regresi linier berganda dan bootstrapping. Hasil penelitian menunjukkan konten media sosial berpengaruh positif signifikan terhadap keputusan pembelian (β = 0,459; p < 0,05) dan customer trust (β = 0,630; p < 0,05). Customer trust juga berpengaruh positif signifikan terhadap keputusan pembelian (β = 0,323; p < 0,05). Customer trust memediasi secara signifikan pengaruh konten media sosial terhadap keputusan pembelian. Kesimpulan penelitian adalah konten media sosial dan customer trust menjadi faktor kunci yang mendorong keputusan pembelian Gen Z. Strategi konten yang informatif dan menarik perlu dibangun untuk meningkatkan kepercayaan konsumen secara berkelanjutan.

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