Determinan Peran Influencer Marketing terhadap Electronic Word of Mouth (eWOM) : Narrative Literature Review
DOI:
https://doi.org/10.67710/appliedengineering.v1i2.14Keywords:
influencer marketing, eWom, Digital Marketing, Tinjauan LiteraturAbstract
Penelitian ini bertujuan untuk mengidentifikasi determinan efektivitas influencer marketing dalam membentuk electronic word of mouth sebagai strategi digital marketing, penelitian ini menggunakan metode tinjauan literatur naratif dengan menganalisis 20 artikel jurnal internasional yang relevan dengan influencer marketing, electronic word of mouth, purchase intention, dan perilaku konsumen. Hasil penelitian menunjukan bahwa efektivitas influencer marketing dalam membentuk electronic word of mouth ditentukan oleh beberapa faktor yaitu kepercayaan, kredibilitas, autentik, tranparansi, kualitas informasi, hubungan parasosial, kemudahan informasi, familiaritas influencer, serta pengelolaan skeptisisme konsumen. Temuan ini menunjukan bahwa jumlah pengikut atau popularitas influencer bukan faktor utama indikator keberhasilan dalam pemasaran. Selain itu, konten yang terlalu komersial atau terlalu dikendalikan merek dapat menurunkan kepercayaan dan memicu penghindaran terhadap merek dan influencer. Penelitian ini menyimpulkan bahwa influencer marketing merupakan alat komunikasi antara merek dan konsumen yang dapat memicu electronic word of mouth antar konsumen yang berdampak pada pengambilan keputusan dalam membeli.
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