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All Journal Jurnal Ilmiah Manajemen Kesatuan
Inneke Qamariah
Universitas Sumatera Utara, Indonesia
Economics, Econometrics & Finance Social Sciences

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Authenticity, Credibility, and Cultural Context: An Integrated Model of Influencer Marketing in Collectivistic Societies Fadli; Muhammad Dharma Tuah Putra Nasution; Inneke Qamariah; Siti Hafsah Zulkarnain
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.
Enhancing Halal MSME Brand Performance: The Effect of Social Media Marketing, Learning Orientation, and Brand Trust Erwansyah Erwansyah; Inneke Qamariah
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 5 (2026): JIMKES Edisi September 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i5.5579

Abstract

Positioned within digital marketing and organizational learning perspectives, this study addresses inconsistent findings regarding the direct effects of marketing activities and internal capabilities on brand outcomes. The study examines whether social media marketing and learning orientation enhance halal MSME brand performance and investigates the mediating role of brand trust. A quantitative survey was conducted among halal-certified MSMEs, with data analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that social media marketing and learning orientation significantly influence brand trust and brand performance. Brand trust exerts a strong direct effect on brand performance and partially mediates the relationships between the two antecedent variables and brand performance. The analysis demonstrates adequate explanatory and predictive power of the model, confirming that external digital marketing efforts and internal learning capabilities operate synergistically through trust-building mechanisms. These findings highlight that the effectiveness of social media strategies and organizational learning does not merely translate into performance directly but is reinforced through relational outcomes. The identification of brand trust as a mediating mechanism contributes to the literature on halal MSMEs. It provides empirical evidence of how digital engagement and a learning-oriented culture jointly strengthen sustainable brand performance.
Co-Authors Erwansyah Erwansyah Fadli Muhammad Dharma Tuah Putra Nasution Siti Hafsah Zulkarnain