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Authenticity, Credibility, and Cultural Context: An Integrated Model of Influencer Marketing in Collectivistic Societies Fadli; Nasution, Muhammad Dharma Tuah Putra; Qamariah, Inneke; Zulkarnain, Siti Hafsah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3785

Abstract

Influencer marketing thrives in Indonesia’s collectivistic culture, where community trust shapes consumer behavior. This study aims to test the Cultural Contingency Theory of Digital Influence, examining how authenticity influences credibility and digital engagement among influencers on Instagram and TikTok. A mixed-methods approach was employed, analyzing data from 152 influencers over eight weeks. The study utilized a natural language processing model tailored for the Indonesian language to assess authenticity, alongside validated scales for credibility, engagement, and consumer skepticism, followed by structural equation modeling for hypothesis testing. Findings reveal that authenticity strongly enhances credibility, which in turn drives digital engagement through likes, comments, and shares. Nano influencers excel in building credibility through authentic, community-driven content reflecting values like mutual cooperation (gotong royong), while micro influencers boost engagement with broader reach. Consumer skepticism weakens the authenticity–credibility link, particularly when content lacks cultural resonance, such as moral character. Engagement is higher in Java than Sumatra, with TikTok favoring raw authenticity and Instagram emphasizing curated aesthetics. This study validates a culturally contingent model, offering insights for tailored marketing strategies, although it is limited by its focus on the standard Indonesian language and short study duration.
Co-Authors AA Sudharmawan, AA Ade Firmansyah Tanjung Aeko Firia Utama FR Aeko Fria Utama F.R Aeko Fria Utama FR Agung Setiabudi Ahmad Alwi Piliang Ahmad Arief Ahmad Jupri Ahmad Jupri Ali Husni Amiruddin Amrizal Amry Rakhman Andrie Ridzki Prasetyo Anna Apriana Hidayanti Anwar Ardi Arlin Adam, Arlin Arlina Nurbaity Lubis Arlina Nurbaity Lubis ASASANDI, IGN ARYAWAN Asngadi Asngadi Aulia Rahman Azhari, Eli B, Idwal badarul, aura Baizah, Zahratul Boontra, Molraphaporn Bustami Cadra Ayu Chandra Montololu, Freddy Dalimunthe, Ritha F. Dandi Tumanggor Deni Irawan Dinda Dini Lestari Dudi Septiadi Edy Fernandez Efendy Eka Andriani Eka Nurminda Dewi Mandalika Eka Sunarwidi Eka Sunarwidi P Elisa Issusilaningtyas Emmanuela, Estevaniya Emmia Tambarta Kembaren Endang Suilistya Rini Endang Sulistya Rini Endang Sulistya Rini Erlin Yugistina Eva Wardah Fahrian, Rajlun Faisal Muttaqin Farista Fauzan Fahrussiam Fitra Widya Wati Frengki Putra Ramansyah Frida Ramadini Ganing, Melani Hafizah, Nor Hambali Handayani, Nurmala Harnida Wahyuni Adda Haryani Sinaga Haryono, Iranita Hasanuddin, Indirwan Hasibuan, Surya Dinung Hassyati Shabrina Hefmi Dewi Siahaan Heri Kusmanto Heriyanti, Hera Herman, Lalu Edy Hertiana Hilman Ahyadi Hutapea, Ayuna Valena IGN Aryawan Asasandi Inggrita Gusti Sari Nasution Inneke Qamariah Ira Hairani Br. Damanik Irada Sinta Irma, Sitti Irvan Tasnur Isrowati Jannah Simatupang, Nur Juanda Jumsu Trisno Kasmawati Kassaming Kembaren, Emmia Tambarta Ketut Budastra Khaerunnisa Khairul Akbar Kusumadi Kwartantaya Winaya, Ketut La yunus Lailatul Najmi Lalu Ahmad Fikri Zainuri Lesmana, Fakhri Liswarni, Yenny M. Nursan M. Yusuf M. Yusuf Ma'rufi Mandalika, Eka Nurminda Dewi Martinius Maulidina Yuliani Mayasari, Citra Meutia Nauly Milna MMSI Irfan ,S. Kom Muannif Ridwan Muchtar , Yasmin Chairunisa Muh. Taqiyuddin BN, Andi Muhammad Dharma Tuah Putra Nasution Muhammad Marzuki Muji Rahayu Musdi Nabawi Putri Marisa Nasution Ni Made Nike Zeamita Widiyanti Nurhasanah Nurmala Handayani Nursan, Muhammad Nurul Chaerani P. K. Suparyana P.K. Suparyana Paidi Pakpahan, David Pranata Pande Komang Suparyana Primandita, Made Satria purnama AL, Jumiarsih Qamariah, Inneke Rachmawati Noviana R Rahayu, Rachmawati Noviana Rahim, Herlina rahmania, alvi Ramadani Rantelino, Martini Rezki Zufina Riani Rico Nur Ilham Ridho, Muhammad Arif Rika Andriati Sukma Dewi Rika Mariska Ripandi Ririn Vantika Sari Rizal Rochmah, Nikmah Nuur Rosita Rozi, Tapaul Rulianda P. Wibowo Sahrul Alim Sainuddin, Sudirman Sakral Hasby Puarada Salenda, Hariyadi Salsabila Nur Khasanah Samiran Sarrun Sastria, Andi Setiawan, Rifani Shelly Sylvia Agustina Siddiq, Muhammad Faqih Silviana Umami Suharni Sulaeman Sulaeman Sumantri, Iswan Sunarwidi P, Eka Supartiningsih, Sri Supri, Aisyah Suryadi Sutrisno Papayungan Syafrizal Helmi Situmorang Syarif Husni Tapaul Rozi Tata Sutabri Tinambunan, Mey Ramayanti Toalib, Irmayanti Uly, Nilawati Utama FR, Aeko Firia Virgota, Arben Wafiah, Nur Widiasturi, Selly Wike Vivi Wirajaya Kusuma Zainuri, Lalu Ahmad Fikri Zamli ZULKARNAIN, SITI HAFSAH Zuriani