Impact Micro influencer Credibility And Brand Authenticity Impact of Consumer Trust in MS Glow Products on TikTok

Ravli Agas Syahbani; Rahmadi Rahmadi

doi:10.55227/ijhess.v6i1.2472

Authors

Ravli Agas Syahbani Universitas Swadaya Gunung Jati Cirebon
Rahmadi Rahmadi Faculty of Economics and Business, Swadaya Gunung Jati University, Cirebon, Indonesia,

DOI:

https://doi.org/10.55227/ijhess.v6i1.2472

Abstract

This research aims to analyze The Influence of Micro Influencer Credibility and Brand Authenticity on Consumer Trust on MS Glow products on the TikTok platform. Development technology digital has change landscape marketing, make media social media as the main means of building brand communication and influencing consumer behavior. Based on Source Credibility Theory, Brand Authenticity Theory, And Consumer Trust Theory, study This test How micro credibility And Brand Authenticity can build consumer trust, which is an important factor in purchasing decision making. The method used was Partial Least Squares Structural Equation Modeling (PLS-SEM) with data collected through a questionnaire from 154 respondents. Which is users product MS Glow in TikTok. Results analysis shows that both Micro Influencer Credibility and Brand Authenticity have a significant influence on Consumer Trust. The combination of Micro influencer credibility and brand authenticity have been proven to contribute positively to building consumer trust, Which on it's his turn increase decision purchase product in platform social media. This research provides a theoretical contribution in developing an understanding of the influence of influencer credibility and brand authenticity in the context of digital marketing, as well as give implications practical for strategy marketing in platform media social, especially for the local skincare industry.

References

Alghifari, M., Kalyana, A. N., & Nurfairuz, A. (2024). The effect of brand authenticity on brand trust and brand loyalty in digital marketing. International Journal of Business and Economics, 9(2), 115–128.

Asnawi, N. (2022). Perilaku konsumen dalam era e-commerce dan media sosial di Indonesia.

Jurnal Ekonomi dan Bisnis Digital, 4(1), 45–56.

Dema, T., Hysa, E., & Kruja, A. (2024). Source credibility and consumer trust in social media endorsement. Behavioral Sciences, 14(3), 243. https://doi.org/10.3390/bs14030243

Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs parasocial interaction: Influencer marketing effectiveness. Journal of Retailing and Consumer Services, 59, 102–121. https://doi.org/10.1016/j.jretconser.2020.102121

Featherman, M. S., & Hajli, N. (2016). Self-service technologies and e-commerce: The role of perceived risk. Electronic Commerce Research and Applications, 19, 1–11. https://doi.org/10.1016/j.elerap.2016.07.008

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.

Haryadi, Mujianto, & et al. (2023). Pengaruh kredibilitas micro influencer terhadap kepercayaan konsumen di media sosial. Jurnal Manajemen Pemasaran Digital, 5(2), 87–98.

Micro-Influencer Celebrity’s Communication. (2022). The role of micro influencer credibility in consumer engagement. International Journal of Marketing Studies, 14(1), 23–35.

Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: Key drivers and outcomes. Journal of Consumer Psychology, 26(3), 390–403. https://doi.org/10.1016/j.jcps.2015.12.003

Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer- based brand authenticity. Journal of Business Research, 67(6), 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001

Panyekar, A., & Marsasi, R. (2024). Pengaruh brand authenticity terhadap brand trust pada produk lokal Indonesia. Jurnal Manajemen dan Bisnis, 11(1), 33–45.

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.

Sheng, J., & Chen, L. (2023). Parasocial relationships with micro-influencers: Sponsorship disclosure and electronic word of mouth. Journal of Interactive Marketing, 62, 1–15.

Sembiring, T. P. B., & Setyani, A. Y. (2024). Analisis pengaruh kepercayaan konsumen terhadap penggunaan kembali e-commerce TikTok Shop. Jurnal Pendidikan Indonesia, 5(10), 971–986.

Brand Authenticity Literature Review. (2020). Comprehensive definition and scale development of brand authenticity. Journal of Brand Management, 27(5), 495–512.

Choirunnisa, N., & Yani, M. (2024). The Influence of Influencer Marketing, Digital Advertising, Online Customer Reviews and Perceived Value on Purchasing Decisions in the MS Glow E-Commerce Brand (Study of MS Glow Users in Sidoarjo)

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.

Raden Sigit Surya Pratama (2022). The Impact of Micro-Influencers on Consumer Behavior in Indonesia's Beauty Industry

Admin IJBE. (2022). Brand Authenticity on Local Skincare Brands in Indonesia: A Digital Perspective. Indonesian Journal of Business and Economics, 9(2), 115–128.

Brand Authenticity Literature Review. (2019). Comprehensive Definition and Scale Development of Brand Authenticity. Journal of Brand Management, 27(5), 495–512.

Rezamuamar, S., Kalyana, A., & Nurfairuz, A. (2023). The Role of Brand Authenticity in Consumer Trust: Case Study on Indonesian Skincare Brands. International Journal of Marketing Studies, 12(3), 87–102.