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Pengaruh Influencer Marketing Authenticity dan Trustworthiness terhadap Brand Attitude yang Dimoderasi oleh Perceived Value di Kota Surakarta

Year: 2025

Type: article

Abstract: The research explores the influence of influencer marketing authenticity and trustworthiness on brand attitude, moderated by perceived value among social media users in Surakarta. Data from 180 respondents aged 17 to 35 were collected through a questionnaire. The findings indicate that authenticity significantly enhances brand attitude, while trustworthiness does not have a significant effect. Additionally, perceived value strengthens the relationship between authenticity and brand attitude. The results highlight the importance of authenticity in influencer marketing strategies. Hypothesis testing results show that influencer marketing authenticity has a significant effect on brand attitude (p<0.05), while trustworthiness does not show a significant effect (p>0.05). Furthermore, perceived value reinforces the relationship between authenticity and brand attitude. These findings emphasize the importance of authenticity in influencer marketing strategies.

Source: Jurnal Ekonomi Manajemen dan Perbankan (Journal of Economics Management and Banking)

DOI: 10.35384/jemp.v11i2.826

Authors: Risqi Ramadani, Aflit Nuryulia Praswati

Institution: Muhammadiyah University of Surakarta

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414190338

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