Komunikasi Pemasaran Influencer pada Industri Klinik Kecantikan: Pengaruh Kredibilitas Sumber terhadap Brand Awareness dan Customer Trust

Dhia Damarisa Qariru (University of Indonesia)
Hapsari Setyowardhani (University of Indonesia)

Mediakom : Jurnal Ilmu Komunikasi
Vol. 9 No. 2 (2025)

The rapid growth of Indonesia's beauty clinic industry has intensified competition among brands, encouraging companies to adopt influencer-based marketing communication strategies. This study examines how influencer credibility and message value contribute to the development of brand awareness and customer trust among beauty clinic consumers in Indonesia. Drawing upon Source Credibility Theory, the study investigates the effects of informative value, entertainment value, expertise, trustworthiness, attractiveness, and similarity on brand awareness, as well as the subsequent influence of brand awareness on customer trust and intention to visit. A quantitative approach was employed using a survey of 312 active social media users in Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that similarity, informative value, entertainment value, and attractiveness significantly influence brand awareness, while expertise and trustworthiness do not show significant effects. Brand awareness was found to significantly strengthen customer trust and encourage consumers’ intention to visit beauty clinics. The study highlights the importance of influencer communication strategies that emphasize audience relevance, informative content, and emotional engagement in building effective marketing communication outcomes.