Pengaruh Social media engagement dan Influencer relations terhadap Citra Produk Tomoro Coffee di Kalangan Pelanggan Gen Z di Jakarta Barat
DOI:
https://doi.org/10.55606/juitik.v6i2.2150Keywords:
Brand Image, Influencer Relations, Social Media Engagement, Source Credibility Theory, Uses and Gratifications TheoryAbstract
The focus of this study is to analyze the role of social media engagement and influencer relations in influencing the product image of Tomoro Coffee among Generation Z in West Jakarta, based on the Source Credibility Theory and Uses and Gratifications Theory. These theories explain that communication effectiveness is influenced by the level of expertise and trustworthiness of the source, as well as the audience’s motivation in using media to fulfill their needs for information, entertainment, and social interaction, which ultimately contribute to the formation of product image in consumers’ minds. In the context of the rapidly growing digital marketing environment, user engagement on social media and relationships with influencers have become important communication strategies in building positive perceptions of a brand or product. This study applies a quantitative approach using a survey method involving 100 respondents from Generation Z in West Jakarta, who were selected using a purposive sampling technique based on specific criteria relevant to the research objectives. The research data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of SPSS software. The results show that social media engagement and influencer relations partially and simultaneously have a significant effect on product image. These findings strengthen the relevance of Source Credibility Theory and Uses and Gratifications Theory in explaining the process of product image formation in the era of digital communication.
References
Aaker, D. A. (1996). Building strong brands. The Free Press.
Brodie, R. J., Hollebeek, L., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 17(3), 1–20.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114.
Brown, D., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Elsevier Butterworth-Heinemann.
Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective public relations (9th ed.). Pearson Education.
DeVito, J. A. (2015). The interpersonal communication book (13th ed.). Pearson Education.
Effendy, O. U. (2003). Ilmu, teori dan filsafat komunikasi. https://lontar.ui.ac.id/detail?id=20142594
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Gregory, A. (2010). Planning and managing public relations campaigns. Kogan Page.
Grunig, J. E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart and Winston.
Hariandja, H. (2007). Manajemen sumber daya manusia. Grasindo.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
Hutabarat, S. R., & Purba, T. (2025). Pengaruh citra merek, persepsi kualitas, dan social media influencer terhadap loyalitas merek produk Scarlett. YUME: Journal of Management, 8(1).
Jefkins, F. (1998). Public relations. Pitman Publishing.
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19–32). Sage Publications.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education.
Kerlinger, F. N. (2006). Foundations of behavioral research (4th ed.). Holt, Rinehart and Winston.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kriyantono, R. (2019). Public relations, issue & crisis management. Prenadamedia Group.
Kuswoyo, C., Lu, C., Abednego, F., & Veronica, S. (2022). Peran citra merek dalam memediasi pengaruh influencer Instagram terhadap niat beli produk pakaian pada kaum wanita generasi Z di Kota Bandung. Studi Manajemen dan Bisnis Kristen Maranatha, 16(1), 75–89.
Lasswell, H. D. (1948). The structure and function of communication in society. In L. Bryson (Ed.), The communication of ideas (pp. 37–51). Harper & Brothers.
Littlejohn, S. W., & Foss, K. A. (2011). Theories of human communication (10th ed.). Waveland Press.
Nasrullah, R. (2015). Media sosial: Perspektif komunikasi, budaya, dan sosioteknologi. Simbiosa Rekatama Media.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill.
Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The measurement of meaning. University of Illinois Press.
Pantouw, R. (2022). Pengaruh influencer media sosial terhadap brand image Erigo. Inter Script: Journal of Creative Communication, 4(2), 68–77.
Pradiani, T. (2017). Pengaruh sistem pemasaran digital marketing terhadap peningkatan volume penjualan hasil industri rumahan. Jurnal Ilmiah Bisnis dan Ekonomi Asia, 11(2).
Rangkuti, F. (2013). The power of brands: Teknik mengelola brand equity dan strategi pengembangan merek. Gramedia Pustaka Utama.
Ruslan, R. (2016). Manajemen public relations dan media komunikasi. RajaGrafindo Persada.
Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. University of Illinois Press.
Sugiyono. (2016). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Suharto, S. (2003). Public relations: Teori dan praktek. Kencana.
Suharyanti. (2011). Pengaruh kualitas produk dan komunikasi pemasaran terhadap citra produk. Jurnal Manajemen Pemasaran.
Sumandiyar, A., Smith, J. C. M., Syahr, Z. H. A., Husain, M. N., & Suharyanto, A. (2023). Influencer relations: The new paradigm of public relations. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 7(2), 401–416. https://doi.org/10.25139/jsk.v7i2.6688
Tjakraatmadja, H. (2002). Sistem manajemen komunikasi korporat. Gramedia Pustaka Utama.
Verčič, D., Zerfass, A., & Wiesenberg, M. (2012). On the definition of public relations: A European view. Public Relations Review, 38(1), 1–9.
Williams, K. C., & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3, 1–12.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmiah Teknik Informatika dan Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
