The influence of digital marketing interaction on generation z consumer loyalty on local beauty products
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Abstract
This study tried to look into how digital marketing interactions affect things on Generation Z consumer loyalty towards local beauty products in Indonesia. Regarding the digital transformation, Generation Z exhibits a strong tendency to engage actively in interactive communication with brands. This research adopted a quantitative explanatory approach using a survey methodology. Data were collected from 120 respondents aged 18–27 years who had used local beauty products within the last six months and were digitally active. The research instrument consisted of closed-ended questionnaires measured on a five-point Likert scale. Validity and reliability tests confirmed that the instrument met the required statistical standards. Tests of classical assumptions, encompassing normality, multicollinearity, and hetero-scedasticity, also confirmed that the regression model was statistically valid. A simple linear regression analysis revealed that digital marketing interaction significantly and positively influenced consumer loyalty, The regression coefficient is 0. 532, and the significance level is 0. 000. The R Square value is 0. 521, which means that 52. 1% of the variation in consumer loyalty is explained by the model. The findings highlight the strategic importance of enhancing interactive digital marketing to foster emotional bonds and long-term loyalty among Generation Z consumers. This research adds value to existing knowledge by emphasizing interaction quality over mere digital presence
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How to Cite
Yasik, Y. L. ., Mutoffar, M. M. ., Ridwan, R. and Ginting, J. . (2025) “The influence of digital marketing interaction on generation z consumer loyalty on local beauty products”, Jurnal Mantik, 9(2), pp. 782-791. doi: 10.35335/mantik.v8i6.6571.
References
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Wang, X.-Y. (2024). Digital Marketing Strategies and Consumer Engagement: Unveiling TikToks E-Commerce Dynamics. Advances in Economics Management and Political Sciences, 103(1), 183–190. https://doi.org/10.54254/2754-1169/103/20242445
Wantah, A. M., & Mandagi, D. W. (2024). Social Media Marketing and Fast-Food Restaurant Brand Loyalty: The Mediating Role of Brand Gestalt. Jurnal Informatika Ekonomi Bisnis, 337–343. https://doi.org/10.37034/infeb.v6i2.868
Wongkar, D. Y. T. J., Chusumastuti, D., Lusianawati, H., Utami, E. Y., & Widyatmoko, W. (2024a). The Effect of Digital Marketing Strategy, Social Media Use, and Service Quality on Customer Loyalty at E-Commerce Companies in Jakarta. Jurnal Multidisiplin West Science, 3(01), 118–127. https://doi.org/10.58812/jmws.v3i01.955
Wongkar, D. Y. T. J., Chusumastuti, D., Lusianawati, H., Utami, E. Y., & Widyatmoko, W. (2024b). The Effect of Digital Marketing Strategy, Social Media Use, and Service Quality on Customer Loyalty at E-Commerce Companies in Jakarta. Jurnal Multidisiplin West Science, 3(01), 118–127. https://doi.org/10.58812/jmws.v3i01.955
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Zhang, X., Ghosh, A., & Ali, D. A. (2024). Research on Marketing Strategy Management Based on Customer Retention. Academic Journal of Management and Social Sciences, 6(2), 66–70. https://doi.org/10.54097/rdcx2907
Aldi, M., & Adisaputra, W. (2024). Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated by Consumer Trust. Inspiration Jurnal Teknologi Informasi Dan Komunikasi, 14(1), 63–73. https://doi.org/10.35585/inspir.v14i1.80
Alwan, M., & Alshurideh, M. T. (2022). The Effect of Digital Marketing on Purchase Intention: Moderating Effect of Brand Equity. International Journal of Data and Network Science, 6(3), 837–848. https://doi.org/10.5267/j.ijdns.2022.2.012
Antczak, B. (2024). The Influence of Digital Marketing and Social Media Marketing on Consumer Buying Behavior. Journal of Modern Science, 56(2), 310–335. https://doi.org/10.13166/jms/189429
CHERNIAVSKA, O., & Kaznodii, V. (2024). The Innovative Marketing Management Systems in Digitalization Conditions. Management, 38(2), 96–106. https://doi.org/10.30857/2415-3206.2023.2.8
Dhungana, D. P. (2024). Impact of Digital Marketing on Business Performance of Small and Medium Businesses in Birendranagar, Surkhet. 6(1), 198–209. https://doi.org/10.3126/jnmr.v6i1.72097
Fahira, A., & Djamaludin, Moh. D. (2023). The Influence of Brand Trust and Satisfaction Towards Consumer Loyalty of a Local Cosmetic Products Brand X Among Generation Z. Journal of Consumer Sciences, 8(1), 27–44. https://doi.org/10.29244/jcs.8.1.27-44
Guo, J., Zhang, W., & Xia, T. (2023). Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust. Sustainability, 15(8), 6347. https://doi.org/10.3390/su15086347
Malik Mutoffar, M., Kuswayati, S., Sumarni, T., Krisnha Sukma Dewi, R., & Nurjanah, E. (2024). Role of ChatGPT as an Innovative Tool for Data Analysis and Market Trend Prediction in Business Information Systems. Jurnal Minfo Polgan, 13(1). https://doi.org/10.33395/jmp.v13i1.13737
Mandung, F. (2024). The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective. Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 66–78. https://doi.org/10.52970/grmapb.v5i1.782
N, D. K., & Neerajakshi, M. (2024). A Study on Strategies to Hold Customers by Airtel Telecom in the Context of Digitalization Trends. International Journal of Research Publication and Reviews, 5(2), 1076–1084. https://doi.org/10.55248/gengpi.5.0224.0434
Nugroho, A. T., DS, Y. R. R., & Praborini, Y. (2024). Online Store Atmosphere, Shopping Lifestyle, Emosi Positif Terhadap Impulse Buying Produk Wardah Pada E-Commerce. Jurnal Ecodemica Jurnal Ekonomi Manajemen Dan Bisnis, 8(1), 58–65. https://doi.org/10.31294/eco.v8i1.22021
Patria, H., Alam, M. A. F., Mulyadi, A., & Setyarko, A. (2023). The Influences of Digital Technology, Digital Literacy, and Digital Marketing on the Performance of SMEs in Bekasi. Cakrawala Repositori Imwi, 6(1), 401–419. https://doi.org/10.52851/cakrawala.v6i1.235
Purnamasari, M., Hermawan, A., & Junaedi, J. (2024). Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions Through the Lens of Digital Marketing. Eco-Buss, 6(3), 1423–1434. https://doi.org/10.32877/eb.v6i3.1181
Purwanto, N., Pancaningrum, E., & Juwita, K. (2022). Analysis of Consumer Behaviour in Making Decisions After the Covid-19 Pandemic: Perspectives on the Theory of Stimulus Organism Response (SOR). Kne Social Sciences. https://doi.org/10.18502/kss.v7i19.12425
Putra, I. K. M., Sanjaya, I. B., Wirga, I. W., Gede, I. G. K., & Sukarta, I. W. (2023). Digital Marketing on Gojek Consumer Loyalty. International Research Journal of Management It and Social Sciences, 10(1), 56–61. https://doi.org/10.21744/irjmis.v10n1.2273
Rosdiana, R., Arini, R. E., & Gomies, S. J. (2024). The Role of Content Marketing and Customer Experience in Increasing Customer Loyalty in the Beauty Industry in Jakarta. 2(07), 1203–1211. https://doi.org/10.58812/wsshs.v2i07.1080
Safwan, S. kamal, Nurjannah, N., & Susanti, R. (2022). Pengaruh God Consciouness Dan Karakter Wirausahawan Terhadap Keberhasilan Usaha Di Langsa Town Square. Lentera Indonesian Journal of Multidisciplinary Islamic Studies, 3(2), 103–112. https://doi.org/10.32505/lentera.v3i2.3526
Sari, D. M. F. P., Ardanamesti, A. A. S. R., Pika, P. A. T. P., & Megawati, I. A. P. (2024). Perilaku Brand Switching Konsumen Remaja Perempuan Produk Skincare Di Bali. Jurnal Ilmiah Manajemen Ekonomi & Akuntansi (Mea), 8(1), 1561–1575. https://doi.org/10.31955/mea.v8i1.3873
Sharma, S. (2024). Marketing in the Digital Age - Adapting to Changing Consumer Behavior. 2(1), 1–14. https://doi.org/10.59890/ijmbi.v2i1.1330
Wang, X.-Y. (2024). Digital Marketing Strategies and Consumer Engagement: Unveiling TikToks E-Commerce Dynamics. Advances in Economics Management and Political Sciences, 103(1), 183–190. https://doi.org/10.54254/2754-1169/103/20242445
Wantah, A. M., & Mandagi, D. W. (2024). Social Media Marketing and Fast-Food Restaurant Brand Loyalty: The Mediating Role of Brand Gestalt. Jurnal Informatika Ekonomi Bisnis, 337–343. https://doi.org/10.37034/infeb.v6i2.868
Wongkar, D. Y. T. J., Chusumastuti, D., Lusianawati, H., Utami, E. Y., & Widyatmoko, W. (2024a). The Effect of Digital Marketing Strategy, Social Media Use, and Service Quality on Customer Loyalty at E-Commerce Companies in Jakarta. Jurnal Multidisiplin West Science, 3(01), 118–127. https://doi.org/10.58812/jmws.v3i01.955
Wongkar, D. Y. T. J., Chusumastuti, D., Lusianawati, H., Utami, E. Y., & Widyatmoko, W. (2024b). The Effect of Digital Marketing Strategy, Social Media Use, and Service Quality on Customer Loyalty at E-Commerce Companies in Jakarta. Jurnal Multidisiplin West Science, 3(01), 118–127. https://doi.org/10.58812/jmws.v3i01.955
Yanti, M. N., Sadat, M. A., & Sari, D. A. P. (2023). Pengaruh Brand Ambassador, Brand Image, Dan Product Quality Terhadap Purchase Decision Produk Body Care Di Jabodetabek. Jurnal Bisnis Manajemen Dan Keuangan, 4(1), 98–113. https://doi.org/10.21009/jbmk.0401.08
Yunianto, I., Haryanto, T., Mutoffar, M. M., Fadhillah, Y., & Putria, N. E. (2023). Comparison of Stock Price Predictions Using Support Vector Regression and Recurrent Neural Network Methods. 2023 International Conference on Computer Science, Information Technology and Engineering (ICCoSITE), 927–932.
Zhang, X., Ghosh, A., & Ali, D. A. (2024). Research on Marketing Strategy Management Based on Customer Retention. Academic Journal of Management and Social Sciences, 6(2), 66–70. https://doi.org/10.54097/rdcx2907
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