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Submitted
February 26, 2025
Accepted
October 5, 2025
Published
October 31, 2025
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Abstract

This study analyzes the influence of trust values ​​towards brand ambassadors Prilly Latuconsina (X1) and Bryan Domani (X2) on Generation Z's lifestyle in using traditional fabric products, especially through interactions on the Instagram account @padupadantenun. The method used is a quantitative survey with data collection through questionnaires, which are analyzed using the t-test and SPSS. The results of the study indicate that trust values ​​towards brand ambassadors have a significant effect on Generation Z's lifestyle in adopting traditional fabrics. The higher the consumer's trust in the brand ambassador, the greater the positive influence on their decisions. These findings provide strategic insights for the marketing industry in developing effective social media-based promotional strategies to reach Generation Z and encourage cultural preservation with a modern approach.

Keywords

Trust Value Lifestyle Instagram Brand Ambassadors Indigenous Fabric

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Copyright (c) 2025 Elisabet Guru, Rustono Farady Marta, Engliana, Kristina Nurhayati, Silvania Stella Epiphania Mandaru

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Author Biographies

Elisabet Guru, Communication Science Department, Faculty of Social Science and Political Sciences, Universitas Satya Negara Indonesia, Jakarta, Indonesia

Elisabet Guru is an active student at Universitas Satya Negara Indonesia (USNI), majoring in 8th Semester Communication Science, Faculty of Social Science and Political Science, Universitas Satya Negara Indonesia, Jakarta, Indonesia.

Rustono Farady Marta, Communication Science Department, Faculty of Social Science and Political Sciences, Universitas Satya Negara Indonesia, Jakarta, Indonesia

Dr. Rustono Farady Marta, S.Sos., M.Med.Kom. (蔡益安-FRAD) is a visiting assistant professor at the Faculty of Psychology at Atma Jaya Catholic University of Indonesia and Vice Rector of Student Journey & Enrollment, Alumni Affairs, Partnership at Universitas Satya Negara Indonesia (USNI). His research interest on identity and media studies as one of masterpiece PhD of Communication Science at Universitas Indonesia. He also focus in development of scientific journal by Indonesian Communication Science Journal Publishers Association (APJIKI). His research track record can be traced through SINTA ID: 259075, Scopus Author ID: 57211404689, Web of Science (WoS) Researcher ID: X-1554-2019

Kristina Nurhayati, Communication Science Department, Faculty of Communication Science, Universitas Multimedia Nusantara, Banten, Indonesia

Dr. Kristina Nurhayati, M.I.Kom, is a Strategic Communication lecturer at Universitas Multimedia Nusantara, Jakarta, Indonesia. Her research interests include new media studies and intercultural communication. Her research track record can be accessed through SINTA ID: 6849427.

Silvania Stella Epiphania Mandaru, Behavioural Science Institute, Radboud University, Netherlands.

Silvania S.E. Mandaru, S.Sos., M.Comn is a PhD candidate at the Behavioural Science Institute, Radboud University, the Netherlands, supported by an LPDP scholarship. She earned her Bachelor's degree in Communication Studies from Atma Jaya University Yogyakarta in 2008. In 2010, she received the Australia Awards Scholarship to pursue a Master of Communication for Social Change at The University of Queensland, Brisbane, Australia. Since 2012, she has served as a lecturer in the Communication Studies Program at the Faculty of Social and Political Sciences, Nusa Cendana University. From 2017 to 2023, she also held the position of Head of the Communication Laboratory within the same department. In 2015, sponsored by the Netherlands Fellowship Programmes (NFP), she participated in the "Using Media for Development" training program at Radio Netherlands Training Centre (RNTC) in Hilversum, the Netherlands.

Her achievements in photography include winning a major prize in the Food Photography Competition hosted by the Goethe Institut with her photograph "Luat Sarang Lebah/Luat Mauf," which was subsequently exhibited at the Wanderlust Photo Exhibition "Indonesian Culinary Photography" at the Goethe Institut in Jakarta from November 23-30, 2018. She authored the book "Uis Maka: Preserving Food Sources" and curated the photography exhibition "Rupa-Rupa Mollo" in Yogyakarta, which was an output of her ethnophotography project on local Mollo foods in South Central Timor, funded by Dana Indonesiana in 2022.

Her areas of interest include health communication, development communication, and participatory research.

How to Cite
Guru, E., Marta, R. F., Engliana, Nurhayati, K., & Mandaru, S. S. E. (2025). Gen-Z lifestyle trigger of indigenous fabric users @padupadantenun stimulates by brand ambassador differences. Jurnal Komunikasi, 19(3), 625–642. https://doi.org/10.20885/komunikasi.vol19.iss3.art12
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