PERAN BRAND TRUST DALAM MEMEDIASI INFLUENCER CREDIBILITY DAN INFLUENCER AUTHENTICITY TERHADAP BRAND ATTACHMENT PADA PENGGUNA PARFUM MYKONOS DI JAKARTA

Raflyansyah, Muhammad (2026) PERAN BRAND TRUST DALAM MEMEDIASI INFLUENCER CREDIBILITY DAN INFLUENCER AUTHENTICITY TERHADAP BRAND ATTACHMENT PADA PENGGUNA PARFUM MYKONOS DI JAKARTA. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The phenomenon of influencer marketing in the local perfume industry continues to grow amid intensifying competition on digital platforms and shifting consumer behavior among Generation Z, who increasingly rely on recommendations from credible and authentic figures. This study aims to examine the influence of Influencer Credibility and Influencer Authenticity on Brand Attachment, as well as to test the mediating role of Brand Trust among Mykonos perfume users in Jakarta. This research employs a quantitative approach using a survey method involving 141 Generation Z respondents aged 18–27 years who reside in Jakarta, have purchased Mykonos perfume at least twice within the past 12 months, and have been exposed to influencer content promoting the brand. The sampling technique used is purposive sampling, while data analysis is conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 software. The results show that Influencer Credibility and Influencer Authenticity have a positive and significant effect on both Brand Attachment and Brand Trust. Brand Trust is also found to have a positive and significant effect on Brand Attachment. However, Brand Trust only significantly mediates the effect of Influencer Authenticity on Brand Attachment, while the mediation path through Influencer Credibility is not significant. These findings indicate that influencer credibility plays a more direct role in forming consumers’ emotional attachment, whereas influencer authenticity works more effectively through the development of brand trust. This study contributes to expanding the understanding of the role of influencer marketing in building Brand Trust and Brand Attachment in the local perfume industry from the perspective of Strategic Brand Management.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Influencer Credibility, Influencer Authenticity, Brand Trust, Brand Attachment, Influencer Marketing, Mykonos Perfume, Generation Z.
Subjects:	Marketing Management (Manajemen Pemasaran) > Digital Marketing (Pemasaran Digital) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Muhammad Raflyansyah
Date Deposited:	12 Sep 2026 04:25
Last Modified:	12 Sep 2026 04:25
URI:	https://repository.bakrie.ac.id/id/eprint/14528

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