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All Journal Jurnal Ekonomika dan Bisnis Islam
Adi Syahputra
Universitas Islam Negeri (UIN) Sumatera Utara, Indonesia
Economics, Econometrics & Finance

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The Effectiveness of The Role of Influencers in Grab's Business Communication Strategy: An Analysis of The Impact on Consumer Trust. Adi Syahputra; Suci Wulandari Siregar; Putri Nawarni Harahap; Irani Adwiyah Rambe
Jurnal Ekonomika dan Bisnis Islam Vol 8 No 2 (2025): Agustus
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jekobi.v8n2.p131-146

Abstract

This study aims to analyze the effectiveness of the role of influencers in Grab's business communication strategy and its impact on consumer trust, especially among Gen Z. Using a descriptive qualitative approach, data were obtained through in-depth interviews with Grab drivers, influencers, and consumers. The results showed that the use of influencers, especially micro-influencers, has proven effective in building consumer trust through authentic, personal, and relatable content. However, this strategy also faces challenges such as mismatched expectations, saturation of promotional content, and message inconsistency. A SWOT analysis identified Grab's strengths in reaching the Gen Z market emotionally, opportunities from the growth of social media users, as well as threats from competitors and reputational risks due to negative content. This study contributes to the development of a business communication strategy that is adaptive, transparent, and aligned with the values ​​of digital consumers.
Co-Authors Irani Adwiyah Rambe Putri Nawarni Harahap Suci Wulandari Siregar