1. Nur Fauziatuz Zahro 

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember 

2. Wheny Khristianto  

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

DOI: https://doi.org/10.19184/jsb.v12i1.60003

ABSTRACT 

The growth of the beauty industry in Indonesia is largely driven by Generation Z, who rely on social media influencers as their primary source of information. At the same time, Generation Z’s sensitivity to influencer content requires companies to be more selective in choosing relevant and authentic influencers to avoid a decline in consumer trust. This study aims to analyze the influence of social media influencer originality and relatability on the purchase intention of Wardah products among Generation Z in Jember Regency. The approach and method employed in this research is explanatory quantitative, involving a sample of 110 Generation Z respondents in Jember Regency who have expressed an intention to purchase Wardah products, selected through a purposive sampling technique. Data were gathered via online questionnaires distributed across social media platforms and subsequently analyzed using multiple linear regression. The research findings indicate that both originality and relatability exert a positive and significant influence on purchase intention among Generation Z, both partially and simultaneously. These empirical findings demonstrate that influencers who are perceived as authentic and possess a high degree of relatability with their audience are highly capable of enhancing the purchase intention of Generation Z toward Wardah products. Consequently, it is imperative for companies to thoroughly consider the aspects of originality and relatability when selecting influencers as part of their strategic marketing framework.   

Kata kunci: Social Media Influencer Originality; Social Media Influencer Relatability; Purchase Intention; Generation Z