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Al Hasibunur
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Journal of Modern Social and Humanities
Published by Gema Cendekia Institute
ISSN : -     EISSN : 31100279     DOI : https://doi.org/10.71094/jmsh
Core Subject : Religion, Economy, Humanities, Education, Art, Social,
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other
Journal of Modern Social and Humanities (JMSH) is a scientific journal peer-reviewed, electronic, online journal that provides publication of articles that focus in the fields of Social Science and Humanities studies. JMSH is published by Gema Cendekia Institute, which will cater to needs of all those researchers and academicians looking forward to contribute through their knowledge, skills and abilities in the field of social and humanities. The journal also welcomes submissions that explore the interdisciplinary connections between these areas, including interdisciplinary research that connects social sciences and humanities with natural sciences, engineering, and technology. JMSH is a publication model that enables the wide dissemination of research articles to the global community without restriction. Thus, all articles published under open access can be accessed by anyone with internet connection.
Arjuna Subject : Umum - Umum
Articles 51 Documents
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Peran Influencer Marketing terhadap Minat Beli Produk Fashion di Media Sosial Mega Leony Budiman; Yohanes Surya Kasilan; Glenna Iman Santoso
Journal of Modern Social and Humanities Vol. 2 No. 4: Journal of Modern Social and Humanities, July 2026
Publisher : Gema Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71094/jmsh.v2i4.468

Abstract

Penelitian ini bertujuan menganalisis peran influencer marketing terhadap minat beli produk fashion di media sosial. Perkembangan Instagram, TikTok Shop, Shopee, dan platform digital lainnya telah mengubah cara konsumen mengenal, menilai, dan membeli produk fashion. Influencer tidak lagi hanya berfungsi sebagai penyampai pesan promosi, tetapi juga sebagai sumber inspirasi gaya, pembentuk tren, penguat citra merek, serta penghubung antara produk dan audiens digital. Penelitian ini menggunakan pendekatan kualitatif dengan desain systematic literature review terhadap dua puluh tiga artikel ilmiah yang relevan, terakreditasi atau terindeks, dan memiliki metadata lengkap. Data dianalisis melalui dokumentasi literatur, pengodean tematik, kategorisasi, dan sintesis naratif. Hasil kajian menunjukkan bahwa influencer marketing berperan dalam membentuk minat beli melalui kredibilitas influencer, kualitas konten, brand trust, brand image, electronic word of mouth, user engagement, customer review, price perception, impulse buying, dan karakteristik platform. Influencer yang dianggap autentik, relevan, menarik, transparan, dan memiliki pengetahuan produk cenderung lebih efektif dalam membangun kepercayaan serta ketertarikan konsumen. Temuan juga menunjukkan bahwa pengaruh influencer marketing tidak selalu bersifat langsung, tetapi sering diperkuat oleh interaksi pengguna, ulasan pelanggan, dan respons sosial audiens. Penelitian ini menegaskan bahwa influencer marketing merupakan bagian dari ekosistem pemasaran digital yang kompleks. Implikasinya, pelaku bisnis fashion perlu memilih influencer yang sesuai dengan identitas merek, target konsumen, karakter produk, serta nilai komunikasi agar strategi pemasaran mampu membangun minat beli secara berkelanjutan.

Page 6 of 6 | Total Record : 51

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