User-Generated Content dan Influencer Marketing dalam Membentuk Brand Loyalty melalui Brand Love dan Digital Social Responsibility

Pipit Yuditha Darmawan; Yolanda Masnita; Kurniawati Kurniawati

Authors

Pipit Yuditha Darmawan Universitas Trisakti, Fakultas Ekonomi Magister Manajemen, Indonesia
Yolanda Masnita Universitas Trisakti, Fakultas Ekonomi Magister Manajemen, Indonesia https://orcid.org/0000-0002-5758-8146
Kurniawati Universitas Trisakti, Fakultas Ekonomi Magister Manajemen, Indonesia https://orcid.org/0000-0002-4339-0278

Keywords:

User-Generated Content, Influencer Marketing, Brand Love, Digital Social Responsibility, Brand Loyalty

Abstract

Penelitian ini bertujuan menganalisis pengaruh user-generated content dan influencer marketing terhadap brand loyalty konsumen produk skincare di Indonesia dengan brand love dan digital social responsibility sebagai variabel mediasi. Penelitian ini mengembangkan model Muhajir et al. (2025) dengan menambahkan digital social responsibility sebagai mediator untuk menjelaskan hubungan influencer marketing terhadap brand loyalty. Berlandaskan Consumer-Brand Relationship Theory dan Theory of Planned Behavior, penelitian menggunakan pendekatan kuantitatif kausal. Data dikumpulkan dari 330 responden melalui kuesioner daring berskala Likert lima poin dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa user-generated content berpengaruh positif terhadap brand loyalty dan brand love, sedangkan brand love memediasi hubungan tersebut secara signifikan. Influencer marketing tidak berpengaruh langsung terhadap brand loyalty, tetapi berpengaruh positif terhadap brand love dan digital social responsibility, yang selanjutnya meningkatkan brand loyalty. Digital social responsibility memiliki efek mediasi yang lebih kuat (β = 0,362) dibandingkan brand love (β = 0,240). Temuan ini memperluas Consumer-Brand Relationship Theory melalui model mediasi ganda serta menegaskan pentingnya integrasi digital social responsibility yang autentik dalam strategi influencer marketing untuk memperkuat loyalitas konsumen.

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