EFEKTIVITAS STRATEGI INFLUENCER MARKETING DALAM MENINGKATKAN KEPERCAYAAN KONSUMEN DAN PANJUALAN PRODUK DI ERA DIGITAL
Keywords:
Influencer Marketing, Kepercayaan Konsumen, Penjualan Produk, Era Digital, Strategi InfluencerAbstract
Di era digital, pemasaran influencer telah muncul sebagai strategi penting bagi merek yang bertujuan untuk membentuk perilaku konsumen dan mendorong penjualan produk. Penelitian menunjukkan bahwa atribut influencer secara signifikan memengaruhi niat pembelian konsumen. Faktor-faktor seperti kredibilitas, relevansi konten, dan hubungan parasosial dengan audiens memainkan peran penting dalam membentuk sikap konsumen terhadap merek. Konsumen lebih cenderung mempercayai dan bertindak berdasarkan rekomendasi dari influencer yang mereka anggap kredibel dan dapat dihubungkan, yang mengarah pada peningkatan niat pembelian. Kemampuan influencer untuk menciptakan hubungan otentik dengan audiens mereka adalah faktor kunci dalam menumbuhkan kepercayaan, yang pada gilirannya akan memengaruhi keputusan pembelian serta meningkatkan penjualan.References
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