<![CDATA[This study aims to analyze the influence of micro influencers on repurchase intention and trust with electronic word of mouth (e-WOM) as an intervening variable. Using a quantitative approach and the Structural Equation Modeling (SEM) method, this study involved 384 respondents who were followers of micro influencers on Instagram social media. The results of this study show that micro influencers have a positive and significant influence on buying intent (β = 0.456, p < 0.001) and trust (β = 0.523, p < 0.001). E-WOM proved to be a significant intervening variable in the relationship between micro influencers and buying intent (β = 0.312, p < 0.001) and trust (β = 0.387, p < 0.001). These findings indicate that micro influencers are more effective in building personal relationships with audiences than macro influencers, so they can increase credibility and engagement. The practical implication of this study is the need for a marketing strategy that focuses more on collaboration with micro influencers to increase the effectiveness of digital marketing campaigns.]]>
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