Influencer marketing has proven effective in increasing brand awareness, customer engagement, and perceived brand quality in Yogyakarta’s fitness industry. The findings were published in the Indonesian Journal of Business Analytics through a study conducted by Aziz Ikko Wanaden Mantofani and Alldila Nadhira Ayu Setyaning from Universitas Islam Indonesia. The research examined how influencer marketing affects consumer perceptions of Optimum Gym Yogyakarta, which collaborates with local fitness influencer “Om Yudis” as part of its digital marketing strategy.
The study emerged amid the rapid growth of Indonesia’s fitness industry following the COVID-19 pandemic. Public awareness of physical health and active lifestyles has increased significantly in recent years. Industry data show that Indonesia’s sports sector was estimated to reach Rp39.45 trillion in 2024, while the fitness center industry continues to expand alongside rising public interest in regular exercise.
In Yogyakarta, this trend is reflected in the high participation rate in sports and fitness activities. Competition among fitness centers has become increasingly intense, forcing gyms to compete not only through facilities and pricing but also through innovative digital marketing strategies targeting younger consumers.
The researchers identified influencer marketing as one of the most effective strategies in the social media era. Through platforms such as Instagram and TikTok, influencers can build emotional connections with audiences and shape consumer decisions through authentic and trustworthy content. In this case, Optimum Gym partnered with Om Yudis, a local fitness influencer known for regularly sharing workout routines, fitness motivation, and gym-related content on social media.
The research used a quantitative approach with Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS 4.0. A total of 229 respondents participated in the online survey, but only 142 responses were considered valid for final analysis.
The study revealed several key findings:
- Influencer marketing positively affected brand awareness with a coefficient value of 0.649.
- Influencer marketing increased customer brand engagement with a coefficient value of 0.441.
- Influencer marketing also improved overall brand quality with a coefficient value of 0.311.
- Customer brand engagement had the strongest influence on overall brand quality with a coefficient value of 0.540.
- Brand awareness did not significantly influence overall brand quality.
The researchers found that customer brand engagement is the most important factor in shaping perceptions of brand quality. Consumers who actively interact with gym-related content on social media tend to develop more positive perceptions of service quality, facilities, and the overall fitness experience.
According to the study, simply increasing brand recognition is not enough to create strong perceptions of quality. Consumers need direct interaction through comments, community participation, social media engagement, and real experiences with the brand. As a result, influencer-based marketing strategies are considered more effective when they encourage active audience participation rather than merely increasing brand popularity.
The research also highlighted the important role of Om Yudis in building emotional connections between consumers and Optimum Gym. Workout videos, motivational content, and regular fitness activities shared by the influencer encouraged audiences to become more actively engaged with the brand.
Aziz Ikko Wanaden Mantofani and Alldila Nadhira Ayu Setyaning concluded that influencer marketing can serve as an effective digital strategy for service industries, particularly the fitness sector. However, the success of such strategies largely depends on a brand’s ability to maintain long-term customer engagement and emotional interaction with audiences.
The findings are considered highly relevant for fitness businesses, service industries, and digital marketing practitioners in Indonesia. As competition continues to intensify, influencer marketing strategies that successfully create emotional connections with consumers may help strengthen customer loyalty and build stronger long-term brand positioning.
Author Profiles
- Aziz Ikko Wanaden Mantofani - Universitas Islam Indonesia
- Alldila Nadhira Ayu Setyaning - Universitas Islam Indonesia
Research Source
Mantofani, A. I. W., & Setyaning, A. N. A. (2026). The Impact of Influencer Marketing on Brand Awareness, Customer Brand Engagement, and Overall Brand Quality: Evidence from Optimum Gym Yogyakarta. Indonesian Journal of Business Analytics (IJBA), Vol. 6 No. 2, April 2026, pp. 197–214.
0 Komentar