MICRO VS. MEGA INFLUENCERS: WHOSE ENDORSEMENTS AND PROMOTED BRANDS TRULY SPARK PURCHASE INTENTION IN INDONESIA?
DOI:
https://doi.org/10.35794/jmbi.v12i2.61676Abstrak
Penelitian ini bertujuan untuk membandingkan secara komprehensif efektivitas dukungan antara mikro-influencer dan mega-influencer menggunakan model investasi, komitmen, dan keterlibatan media sosial, yang dihasilkan dari keceriaan influencer dan keahlian konten influencer, terhadap niat pembelian konsumen untuk produk atau layanan yang dipromosikan oleh SMI ini. Studi ini juga bermaksud untuk mengeksplorasi perbedaan komitmen terhadap SMI dan merek yang dipromosikan. Unit analisis dalam penelitian ini terdiri dari konsumen di Indonesia yang memiliki akun Instagram dan secara aktif mengikuti influencer favorit mereka di Instagram. Pendekatan kuantitatif akan mengumpulkan data dari 480 responden melalui kuesioner online. Selanjutnya, data akan dianalisis menggunakan Structural Equation Model (SEM). Studi ini menemukan bahwa keceriaan influencer dan keahlian konten influencer menentukan model investasi. Keterlibatan media sosial, komitmen terhadap influencer, dan komitmen merek secara signifikan memengaruhi niat pembelian. Komitmen terhadap hubungan influencer terhadap niat pembelian lebih substansial untuk mega-influencer dibandingkan dengan mikro-influencer.
Referensi
A.C. Smith dan M.C. Chaffey. (2019). Influencer Marketing: A New Era of Marketing'. Journal of Direct, Data and Digital Marketing Practice, 20(2), pp. 191-206.
A.C. Smith dan M.C. Chaffey. (2019). 'The Cost of Influencer Marketing: Factors Affecting the Price of Working with Influencers', Journal of Digital Marketing, 11(1), pp. 36-45.
Alatawi, M A. (2020, January 30). Staff Development: A Management Task In Saudi Retail SMES. https://scite.ai/reports/10.21608/alat.2020.178836
AlFarraj, O., Alalwan, A.A., Obeidat, Z.M., Baabdullah, A., Aldmour, R. and Al-Haddad, S. (2021), "Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry", Review of International Business and Strategy, Vol. 31 No. 3, pp. 355-374. https://doi.org/10.1108/RIBS-07-2020-0089
Ali, A. A., Abbass, A., & Farid, N. (2020). Factors Influencing Customers’ Purchase Intention In Social Commerce. International Review of Management and Marketing, 10(5), 63–73. https://doi.org/10.32479/irmm.10097
Amri, M. (2022, May 30). Penerimaan E-Learning Berbasis Moodle dengan Pendekatan Pengembangan Teori Technology Acceptance Model (TAM) pada Konteks Mahasiswa Perguruan Tinggi Keagamaan Islam Negeri. https://scite.ai/reports/10.31004/edukatif.v4i3.2869
Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: A facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773–779. https://doi.org/10.1016/j.jretconser.2014.05.007
Aprilia, E., Gamayuni, R R., & Suhendro, S. (2022, June 30). Pengaruh Good University Governance Dan Sistem Pengendalian Internal Terhadap Kinerja Perguruan Tinggi Muhammadiyah Di Indonesia. https://scite.ai/reports/10.31937/akuntansi.v14i1.2635
Apuke, O. D. (2017). Quantitative Research Methods : A Synopsis Approach. Kuwait Chapter of Arabian Journal of Business and Management Review, 6(11), 40–47. https://doi.org/10.12816/0040336
Ashraf, R. U., Hou, F., & Ahmad, W. (2019). Understanding Continuance Intention to Use Social Media in China: The Roles of Personality Drivers, Hedonic Value, and Utilitarian Value. International Journal of Human-Computer Interaction, 35(13), 1216–1228. https://doi.org/10.1080/10447318.2018.1519145
Astuti, D., & Kusuma, A. (2018). The Effect of Service Quality on Brand Commitment: The Mediating Role of Customer Satisfaction. Jurnal Manajemen Bisnis Indonesia, 13(2), 107-118.
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008
Aulia, A., & Fitriasari, R. (2022). Analisis pengaruh jumlah pengikut, jenis konten, dan tingkat keterlibatan audiens terhadap pendapatan influencer Instagram di Indonesia. Jurnal Manajemen dan Bisnis, 20(2), 111-120.
Aw, E. C. X., & Chuah, S. H. W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146–157. https://doi.org/10.1016/j.jbusres.2021.04.025
Barhorst, J. B., McLean, G., Brooks, J., & Wilson, A. (2019). Everyday micro-influencers and their impact on corporate brand reputation. In 21st ICIG Symposium, Durham, United Kingdom.
Borchers, N. S. (2019). Social Media Influencers in Strategic Communication Social Media Influencers in Strategic Communication. International Journal of Strategic Communication, 13(4), 255–260. https://doi.org/10.1080/1553118X.2019.1634075
Blau, P. M. (1964). Exchange and power in social relations. John Wiley & Sons.
Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184. https://doi.org/10.1016/j.techfore.2022.121997
Childers, T. L., Preacher, K. J., Van Tongeren, D. R., & Allen, J. J. B. (2021). The influence of social media influencers on consumer purchase intentions: A meta-analysis. Journal of Consumer Psychology, 31(2), 232-249.
Chiu, W., & Won, D. (2016). Consumer-brand relationships in sports products and repurchase intention: An application of the investment model. International Journal of Sports Marketing and Sponsorship, 17(3), 243–259. https://doi.org/10.1108/IJSMS-08-2016-013
Chmait, N., Westerbeek, H., Eime, R., Robertson, S., Sellitto, C., & Reid, M. (2020). Tennis influencers: The player effect on social media engagement and demand for tournament attendance. Telematics and Informatics, 50. https://doi.org/10.1016/j.tele.2020.101381
Chou, C.-F., & Chen, C.-C. (2021). The effects of influencer playfulness on engagement, trust, and purchase intention in social media marketing. Journal of Business Research, 136, 103256.
Chung, K C., & Liang, S W. (2020, January 1). An Empirical Study of Social Network Activities via Social Internet of Things (SIoT).
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
Connelly, J. M., Certo, S. T., & Pfeffer, J. (2011). Signaling through corporate affiliations. Strategic Management Journal, 32(6), 656-671.
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
DeFleur, M. L., & Ball-Rokeach, S. J. (1976). Theories of mass communication. New York: David McKay Company.
di Gangi, P. M., & Wasko, M. (2016). Social media engagement theory: Exploring the infuence of user engagement on social media usage. Journal of Organizational and End User Computing, 28(2), 53–73. https://doi.org/10.4018/JOEUC.2016040104
Erdogan, B. Z., Baker, M. J., & Tagg, S. (n.d.). Selecting Celebrity Endorsers:The Practitioner’ s Perspective. www.journalofadvertisingresearch.com
Grewal, D., Andrews, J. C., dan Gardial, S. F. (2014). Social media: The new influencer in the marketing mix. Journal of Marketing, 78(2), 251-264.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data analysis (7th ed.). Pearson Education, Inc.
Hsu, M. H., Geng, Y., & Hong, J. L. (2015). Why I trust this Instagrammer: Exploring the antecedents of trust in celebrity endorsers on social media. Psychology of Marketing, 32(8), 958-973.
Hsu, M. H., Geng, Y., & Hong, J. L. (2015). Why I trust this Instagrammer: Exploring the antecedents of trust in celebrity endorsers on social media. Psychology of Marketing, 32(8), 958-973.
J. Park dan J. Kim. (2019). 'The Effect of Influencer Marketing on Consumer Trust: A Study of Social Media Posts'. Journal of Retailing and Consumer Services, Vol. 42, pp. 26-35.
J. Yang dan J. Kim. (2019). 'The Impact of Influencer Marketing on Consumer Engagement: A Study of Social Media Posts', Journal of Interactive Marketing, Vol. 34, pp. 10-21.
J. Park dan J. Kim. (2019). 'The Impact of Influencer Marketing on Consumer Purchase Intentions: A Study of Apparel Products'. Journal of Retailing and Consumer Services, Vol. 42, pp. 15-25.
J. Park dan J. Kim. (2019). 'The Impact of Influencer Marketing on Consumer Relationships: A Study of Social Media Posts', , Journal of Retailing and Consumer Services, Vol. 42, 2019, pp. 36-45.
Khalid Iqbal, M., Saeed, A., Raza, A., Mushtaq, H., & Faraz, N. A. (2018). An Empirical Study on the Effect of Perceived Usefulness and Ease of Use on Purchase Intention Through Mobile Devices in Pakistan: A Mediating Role of Online Trust. In European Journal of Business and Management www.iiste.org ISSN (Vol. 10, Issue 17). Online. www.iiste.org
Khoiriah, K., Suyatna, A., Abdurrahman, A., & Jalmo, T. (2023, March 1). Reviewing of Indonesian students’ scientific communication skills: A structural equation modeling analysis. https://scite.ai/reports/10.11591/ijere.v12i1.23115
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
Kim, J., & Lee, J. (2020). The effect of influencer playfulness on consumer engagement and brand attitude. International Journal of Advertising, 39(4), 729-750.
Kim, M., & Baek, T. H. (2022). I’ll follow the fun: The extended investment model of social media influencers. Telematics and Informatics, 74. https://doi.org/10.1016/j.tele.2022.101881
Kim, Y., & Ko, E. (2018). The influence of social media influencers on consumer purchase intention: The moderating role of consumer susceptibility to interpersonal influence. Journal of Retailing, 94(1), 1-18.
Kim, Y., Yoon, J., & Park, K. (2021). The role of social media influencers in the purchase decision-making process: A social influence perspective. International Journal of Advertising, 38(4), 641-660.
Komunikasi, P. M. (2020). Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital Chyntia Novy Girsang. In Jurnal Ultimacomm (Vol. 12, Issue 2).
Kotler, P., & Armstrong, G. (2021). Principles of marketing (15th ed.). Pearson.)
Kou, Y., Wu, S., & Liu, S. (2015). The effect of brand personality on customer brand engagement: The mediating role of brand playfulness. Journal of Business Research, 68(1), 181-187.
Lee, M., & Kwak, N. (2017). The mediating role of perceived credibility in the relationship between expert influencer endorsement and consumer attitude. Journal of Consumer Psychology, 27(1), 122-133.
Lin, C., & Lu, Y. (2019). The role of influencer personality and interaction in consumer commitment: A social media perspective. Journal of Business Research, 100, 103418.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Masek, L., & Stenros, J. (2021). The Meaning of Playfulness: A Review of the Contemporary Definitions of the Concept across Disciplines. In Eludamos: Journal for Computer Game Culture (Vol. 12, Issue 1). http://www.eludamos.org
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174. https://doi.org/10.1016/j.techfore.2021.121246
Mero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108, 79–93. https://doi.org/10.1016/j.indmarman.2022.10.017
Meske, C., Wilms, K., & Stieglitz, S. (2019). Enterprise Social Networks as Digital Infrastructures - Understanding the Utilitarian Value of Social Media at the Workplace. Information Systems Management, 36(4), 350–367. https://doi.org/10.1080/10580530.2019.1652448
Młodkowska, B. (2019). Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2019(1), 4–13. https://doi.org/10.7172/2449-6634.jmcbem.2019.1.1
Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008. https://doi.org/10.1016/j.digbus.2021.100008
Okun, M. A., Goegan, B., & Mitric, N. (2009). Quality of alternatives, institutional preference, and institutional commitment among first‐year college students. Educational Psychology, 29(4), 371–383. https://doi.org/10.1080/01443410902957079
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorser credibility. Journal of Advertising, 19(3), 39-52.
Osuna Ramírez, S. A., Veloutsou, C., & Morgan-Thomas, A. (2017). A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions. Athens Journal of Business & Economics, 3(3), 305–332. https://doi.org/10.30958/ajbe.3.3.5
Pang, H., Li, Y., & Zhang, Y. (2020). The role of influencer playfulness in influencing consumer engagement and purchase intention on social media. Journal of Business Research, 113, 23-32.
Petty, R. E., & Cacioppo, J. T. (1981). Attitudes and persuasion: Classic and contemporary approaches. Dubuque, IA: Brown.
Putra Harwansya, D. (2023). Pengaruh Kredibilitas Micro-Influencer Terhadap Minat Beli Produk Skincare Lokal Somethinc Dengan Sikap Merek Sebagai Variabel Mediasi (Studi pada Pengguna Media Sosial TikTok di Kota Semarang). Diponegoro Journal Of Management, 12(1).
Quao, K H., Lekhanya, L M., & Dorasamy, N. (2017, December 20). An investigation of the financial monitoring policies for microfinance institutions in Ghana. https://scite.ai/reports/10.21511/imfi.14(4).2017.09
Rakoczy, M. E. et al. (2018). In the search of quality influence on a small scale – Micro- influencers discovery. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 11230 LNCS, 138–153. Retrieved from https://doi.org/10.1007/978-3-030-02671-4_8
Reijmerink, L. (2022). The Influence of Relatability and Playfulness in TikTok Advertisements on Video Engagement, Product Quality, and Purchase Interest.
Ren, S., Karimi, S., Bravo Velázquez, A., & Cai, J. (2023). Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth. Journal of Business Research, 156. https://doi.org/10.1016/j.jbusres.2022.113476
Saputra, A. (2019). Survei Penggunaan Media Sosial Di Kalangan Mahasiswa Kota Padang Menggunakan Teori Uses And Gratifications. Baca: Jurnal Dokumentasi Dan Informasi, 40(2), 207. https://doi.org/10.14203/j.baca.v40i2.476
Sari, D. N., & Putri, R. E. (2022). The Effect of Service Quality on Brand Commitment: The Mediating Role of Customer Satisfaction. Jurnal Manajemen dan Kewirausahaan, 24(2), 139-149.
Shankar, A., dan Swaminathan, V. (2016). The impact of social media on consumer behavior: A synthesis and research agenda. Journal of Interactive Marketing, 30(1), 2-14.
Sijabat, L., Rantung, D. I., Mandagi, D. W., Manajemen, M., Ekonomi, F., & Bisnis, D. (n.d.). The Role Of Social Media Influencers In Shaping Customer Brand Engagement And Brand Perception.
Solomon, M. R. (2011). Consumer behavior: Buying, having, and being (10th ed.). Upper Saddle River, NJ: Prentice Hall.
Sung, J., Lee, J., & Kim, Y. (2010). The relationship between customer satisfaction and brand commitment: A cross-cultural study. Journal of International Marketing, 18(2), 1-22.
Swait, J. D., & Erdem, T. (2007). Brand effects on choice and choice set formation under uncertainty. Marketing Science, 26(5), 679-697.
The International Journal of Marketing Research (2023). "The impact of perceived quality of alternatives on commitment to influencer: A cross-country study."
Tsai, C. (2016, January 6). Memorable Tourist Experiences and Place Attachment When Consuming Local Food. https://scite.ai/reports/10.1002/jtr.2070
Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124-1131.
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103506
Vrontis, D., Thrassou, A., & Saren, M. (2021). The impact of social media influencers on consumer behavior: A social influence perspective. Journal of Business Research, 128, 179-189.
Wahab, H. K. A., Tao, M., Tandon, A., Ashfaq, M., & Dhir, A. (2022). Social media celebrities and new world order. What drives purchasing behavior among social media followers? Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103076
Wahab, S. A., Al-Shaer, A., & Al-Khodary, A. R. (2022). The impact of social media influencers on consumers' purchase intention: The moderating role of consumer innovativeness. International Journal of Information Management, 57, 102382.
Wang, E. S. T., & Liao, Y. T. (2023). Contribution of internet celebrities’ self-disclosure to fan-perceived interpersonal attraction and enduring involvement. Computers in Human Behavior, 140. https://doi.org/10.1016/j.chb.2022.107601
Wendy Wing Lam HKUspace-Po Leung Kuk, C., K Ma, W. W., Wing Lam CHAN, W., & Wai Kit, W. M. (2014). The Influence of Playfulness and Subject Involvement on Focused Attention when Using Social Media. In Journal of Communication and Education (Issue 1). https://www.researchgate.net/publication/260082233
Wu, G., Yang, J., & Hu, Q. (2022, August 5). Research on factors affecting people’s intention to use digital currency: Empirical evidence from China. https://scite.ai/reports/10.3389/fpsyg.2022.928735
Zhang, L., Wu, C., & Wu, Y. (2022). The impact of influencer marketing on consumer brand engagement in social commerce: A multi-group analysis. Journal of Retailing and Consumer Services, 69, 102796.
Zhang, Y., Zhao, Y., & Zhang, R. (2020). Exploring the impact of influencer playfulness on consumer engagement and purchase intention: The role of product type and consumer personality. International Journal of Advertising, 39(3), 429-454.
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
