ANALISIS PERAN INFLUENCER INSTAGRAM PADA GENERASI Z MUSLIM DENGAN PENDEKATAN AIDA(STUDI KASUS INSTAGRAM @GLAD2GLOW)

ROSDIANA DAMAYANTI, . (2026) ANALISIS PERAN INFLUENCER INSTAGRAM PADA GENERASI Z MUSLIM DENGAN PENDEKATAN AIDA(STUDI KASUS INSTAGRAM @GLAD2GLOW). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui peran influencer Glad to Glow dalam membentuk respons konsumen Generasi Z Muslim berdasarkan tahapan AIDA (Attention, Interest, Desire, dan Action) di Instagram @glad2glow. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus. Data diperoleh melalui wawancara mendalam semi-terstruktur terhadap sepuluh informan perempuan Generasi Z Muslim di DKI Jakarta yang dipilih menggunakan teknik purposive sampling. Analisis data menggunakan model interaktif. Hasil penelitian menunjukkan bahwa influencer @glad2glow berhasil menjalankan peran secara efektif di seluruh tahapan AIDA. Konten review dan penggunaan produk terbukti paling efektif dalam menarik perhatian dan membangun ketertarikan. Keinginan konsumen didorong oleh review produk yang jujur, rasa Fear of Missing Out (FOMO), dan harga produk yang terjangkau. Pada tahap tindakan, konten review influencer menjadi pemicu utama pembelian, namun seluruh informan tetap mempertimbangkan harga dan kandungan bahan sebelum membeli. Penelitian ini merekomendasikan agar Glad to Glow memilih influencer yang relevan dengan konsumen, memprioritaskan konten informatif, serta mengomunikasikan aspek kehalalan produk dalam konten influencer. Kata Kunci: Influencer Marketing, Model AIDA, Generasi Z Muslim, Instagram, Produk Kecantikan ***** This study aims to examine the role of Glad to Glow influencers in shaping Muslim Generation Z consumer responses based on the AIDA stages (Attention, Interest, Desire, and Action) on Instagram @glad2glow. This study employed a descriptive qualitative approach with a case study design. Data were collected through semi-structured in-depth interviews with ten Muslim Generation Z women in DKI Jakarta, selected using purposive sampling, and analyzed using the interactive. The findings reveal that @glad2glow influencers effectively fulfilled their roles across all AIDA stages. Review and product demonstration content proved most effective in capturing attention and building interest. Consumer desire was driven by authentic demonstrations, Fear of Missing Out (FOMO), and affordable pricing. At the action stage, influencer content served as the primary purchase trigger, though all informants independently evaluated price and product ingredients before buying. This study recommends that Glad to Glow select relevant influencers, prioritize informative content, and explicitly communicate product halal aspects in influencer content. Keywords: Influencer Marketing, AIDA Model, Muslim Generation Z, Instagram, Beauty Products

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Andrian Haro, S.Si., M.M. ; 2). Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 33740 not found.
Date Deposited:	06 Jul 2026 02:27
Last Modified:	06 Jul 2026 02:27
URI:	http://repository.unj.ac.id/id/eprint/66489

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