Published: 2026-01-01

Brand Activism dalam Membangun Brand Trust pada Konsumen Generasi Z di Provinsi Lampung: Studi Kasus Brand Smartphone

DOI: 10.35870/emt.v10i1.5170

David Raynaltha, Khairudin Khairudin
  • David Raynaltha: Universitas Bandar Lampung
  • Khairudin Khairudin: Universitas Bandar Lampung
Cover Jurnal EMT KITA Vol 10 1 Januari 2026

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Abstract

This study aims to examine the influence of brand activism on brand trust among Generation Z consumers in Lampung Province. Brand activism refers to a brand's active involvement in social, environmental, or political issues that align with consumer values. A quantitative approach was applied using a descriptive-verificative method. A total of 100 respondents were selected through purposive sampling, targeting Generation Z consumers who are active on social media and have engaged with or are aware of brand activism initiatives. Data were collected via an online questionnaire and analyzed using simple linear regression with the help of SPSS software. The results revealed that brand activism has a positive and significant effect on brand trust, as indicated by a t-value of 14.942, which exceeds the t-table value of 1.984, and a significance level of 0.000, which is below 0.05. The regression coefficient of 0.814 suggests that an increase in brand activism activities leads to a 0.814-unit rise in brand trust. Furthermore, the F-test also confirmed the model's significance, with an F-value of 223.270 surpassing the F-table value of 3.94 and a significance level of 0.000. Therefore, it can be concluded that brand activism plays a crucial role in fostering consumer trust, particularly among socially conscious young consumers.

Keywords

Brand Activism ; Brand Trust

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How to Cite

Raynaltha, D., & Khairudin, K. (2026). Brand Activism dalam Membangun Brand Trust pada Konsumen Generasi Z di Provinsi Lampung: Studi Kasus Brand Smartphone. Jurnal EMT KITA, 10(1), 328-335. https://doi.org/10.35870/emt.v10i1.5170
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This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 1 (2026)

  • Section: Articles

  • Published: %750 %e, %2026

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Author Biographies
David Raynaltha
Google Scholar ResearchGate ORCID

Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia.

Khairudin Khairudin
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Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia.

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