The Role of Influencer Dr. Tirta in Marketing Running Shoes on Social Media and Its Impact on Generation Z’s Purchase Intention in Indonesia
Keywords:
influencer marketing, generation z, brand awareness, social media, purchase intention
Abstract
This study examines the role of influencers in digital marketing, focusing on Generation Z, who are highly responsive to social media content and trust-based interactions. Dr. Tirta, a credible doctor and sports figure, serves as a case study to assess his effectiveness in shaping purchase intentions for running shoes in Indonesia. The research investigates the influence of social media content, engagement and interaction, brand awareness and perception, and influencer marketing impact on Generation Z’s purchase intentions, while identifying which factors most strongly drive decisions. Using a quantitative survey design with online questionnaires and SEM-PLS analysis, the results reveal that engagement and interaction exert the most potent effect on purchase intention, followed by brand awareness and perception, and influencer marketing, with social media content also contributing positively but to a lesser extent. These findings highlight the importance of expertise-based influencers, authentic interactions, credibility, and consistent messaging in fostering consumer trust. Overall, Dr. Tirta’s role significantly influences Generation Z’s purchasing decisions, and future research should explore moderating variables, such as consumer trust and audience personality traits, to deepen the understanding of influencer marketing dynamics.
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References
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Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778. https://doi.org/10.1016/j.jbusres.2023.113778
Beichert, T., Leung, X. Y., & Liu, Y. (2024). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53, 52–78. https://doi.org/10.1007/s11747-024-01052-7
De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. In Frontiers in Psychology (Vol. 10). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2019.02685
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102345
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information Communication and Society, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491
Ebrahim, R. (2020). The role of brand image and brand love in consumer purchase intention. Journal of Product & Brand Management, 29(6), 1–11.
Faradila, A. P., & Siagian, Y. M. (2024). The Mediating Role of Multidimensional Customer Brand Engagement on Brand Loyalty. 12(3). https://doi.org/10.37641/jimkes.v12i3.2614
Fennell, P. B., Coleman, J. T., & Kuo, A. (2020). The moderating role of donation quantifiers on price fairness judgments. Journal of Business Research, 110, 464–473. https://doi.org/10.1016/j.jbusres.2020.02.017
Ferdianto, R., Nurcahyo, S. A., Wahyuni, E. R. N., & Aisyah, S. (2024). TikTok Made Me Buy It: Analyzing the Influence of Content Marketing and Engagement on Generation Z’s Purchase Intention. Strata Social and Humanities Studies, 2(2), 103–112. https://doi.org/10.59631/sshs.v2i2.258
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. Pearson Education. 7.
Hair, J. F., Tomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). https://www.researchgate.net/publication/354331182
Hakim, L. L., & Keni, K. (2020). Pengaruh brand awareness, brand image dan customer perceived value terhadap purchase intention. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(3), 81–86. https://doi.org/10.24912/jmbk.v4i3.7921
Irdasyah, R. R. (2022). The influence of social media marketing activities on brand awareness and brand image. Journal of Business and Management Review, 3(2), 125–136.
Ismael, A. S., Amin, M. Bin, Ali, M. J., Hajdú, Z., & Péter, B. (2025). Relationship between social media marketing and young customers’ purchase intention towards online shopping. Cogent Social Sciences, 11(1). https://doi.org/10.1080/23311886.2025.2459881
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
Jenkins, E. L., Ilicic, J., Barklamb, A. M., & McCaffrey, T. A. (2019). Assessing the Credibility and Authenticity of Social Media Content for Applications in Health Communication: Scoping Review (Preprint). https://doi.org/10.2196/preprints.17296
Jin, S. V., Ryu, E., & Muqaddam, A. (2021). I trust what she's# endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing. Journal of Fashion Marketing and Management: An International Journal, 25(4), 665-681. https://doi.org/10.1108/JFMM-04-2020-0059
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.
Ki, C. W. ‘Chloe,’ Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55. https://doi.org/10.1016/j.jretconser.2020.102133
Li, Y. (2021). Influencer marketing: Purchase intention and its antecedents. Journal of Marketing Communications, 27(4), 357–380.
Liao, j. (2024). How influencer authenticity management strategies shape digital engagement. Journal of Interactive Advertising, 24(1), 45–60.
Lou, C. (2022). Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising. Journal of Advertising, 51(1), 4–21. https://doi.org/10.1080/00913367.2021.1880345
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Manley, S. C., Hair, J. F., Williams, R. I., & McDowell, W. C. (2021). Essential new PLS-SEM analysis methods for your entrepreneurship analytical toolbox. International Entrepreneurship and Management Journal, 17(4), 1805–1825. https://doi.org/10.1007/s11365-020-00687-6
Rachmadhaniyati, R., & Sanaji, S. (2021). Pengaruh social media marketing terhadap customer engagement dengan loyalitas merek dan kepercayaan sebagai variabel mediasi. Jurnal Ilmu Manajemen, 9(3), 1124-1137.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Shafa, K. A. (2022). Social media marketing activities, brand awareness, and purchase intention. Journal of Digital Marketing Studies, 4(1), 22–35.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.01.011
Statista. (2024). Sports footwear market in Indonesia. Accessed: https://www.statista.com/outlook/cmo/footwear/indonesia?srsltid=AfmBOorbsYxL-QlnTbZhiZGwcCJSoPgS-jDA7Gmb0IABxZqroRTYiuau
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102303
Utari, D., Susetyo, D., & Maulana, A. (2025). The Influence of Visual Content on Social Media on Generation Z Purchasing Decisions with Brand Engagement as an Intervening Variable. Journal of International Conference Proceedings, 7(5), 1129–1143. https://doi.org/10.32535/jicp.v7i5.3638
We Are Social. (2024). Digital 2024: Indonesia Report. Accessed: https://wearesocial.com/id/wp-content/uploads/sites/19/2024/02/Digital_2024_Indonesia.pdf
Yuan, C., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of parasocial interaction and self-disclosure. Journal of Interactive Advertising, 20(2), 133–147. https://doi.org/10.1080/15252019.2020.1769514
Published
2026-05-02
How to Cite
Fauzan, A., & Setyaning, A. (2026). The Role of Influencer Dr. Tirta in Marketing Running Shoes on Social Media and Its Impact on Generation Z’s Purchase Intention in Indonesia. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 10741-10755. https://doi.org/10.31538/iijse.v9i2.9606
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Articles
Copyright (c) 2026 Akbar Rizky Fauzan, Alldila Nadhira Ayu Setyaning
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