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All Journal JURNAL MANAJEMEN MOTIVASI
Rahayu, Ima
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The ‘Sinfluencer’ Phenomenon in Surakarta: An Analysis of the Impact of Endorsement Lack of Transparency on Consumer Trust Rahayu, Ima; Dhany Efita Sari
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8801

Abstract

This study examines the impact of non-transparent endorsements (sinfluencer phenomenon) on consumer trust in Surakarta. Using a qualitative case study approach, data were collected through in-depth interviews, observation, and documentation involving social media users and influencers. The findings reveal that a lack of transparency reduces consumer trust, increases skepticism, and affects purchasing decisions. Consumers become more cautious and critical when evaluating promotional content. This study highlights the importance of transparency in maintaining credibility and sustaining long-term relationships between influencers, brands, and consumers in digital marketing practices.
Co-Authors Dhany Efita Sari