PENGARUH EFEKTIVITAS KONTEN PEMASARAN DI MEDIA SOSIAL TERHADAP BRAND TRUST: STUDI PADA GENERASI Z

Abstract

The rapid growth of social media has transformed the landscape of marketing communication, especially in building brand trust among Generation Z. This study aims to analyze the influence of social media marketing content effectiveness comprising information quality, emotional appeal, content authenticity, brand consistency, and audience relevance on brand trust among Generation Z in Mataram City. A quantitative approach was employed, using multiple linear regression analysis. Data were collected through an online questionnaire distributed to 150 Gen Z respondents who actively use social media. Partially, each variable also shows a significant positive influence. The F-test results show that all independent variables simultaneously have a significant effect on brand trust, with a coefficient of determination (R²) of 75.8%. Among them, information quality emerges as the most dominant factor affecting brand trust, followed by content authenticity and audience relevance. These findings highlight the importance of delivering informative, authentic, and relevant content in digital marketing strategies to foster brand trust among young, digitally savvy consumers. The study offers practical implications for local businesses in designing effective and targeted social media content that aligns with the values and preferences of Generation Z.