PERAN INFLUENCER MARKETING DALAM MENSTIMULI PERILAKU KONSUMEN: PENDEKATAN STUDI SLR
Keywords:
Influencer Marketing, Social Media Influencer, Systematic Literature ReviewAbstract
Penelitian ini bertujuan untuk menyajikan tinjauan literatur sistematis (SLR) mengenai perkembangan riset influencer marketing dalam rentang waktu 2020 hingga 2025 dengan menggunakan database Scopus. Kata kunci yang dipakai dalam pencarian adalah “Influencer Marketing” dan “Social Media Influencer”. Metodologi penelitian dilakukan dengan menyeleksi artikel-artikel yang relevan berdasarkan judul, abstrak, dan isi, kemudian disintesiskan untuk menemukan arah penelitian terkini, faktor-faktor yang memengaruhi efektivitas influencer marketing, serta peran media sosial dalam keberhasilan kampanye. Hasil SLR menunjukkan bahwa tren penelitian berkembang ke arah isu kredibilitas, regulasi, etika pengungkapan sponsor, serta munculnya fenomena virtual influencer berbasis kecerdasan buatan. Faktor-faktor utama yang memengaruhi efektivitas influencer marketing terhadap niat beli dan loyalitas konsumen meliputi kredibilitas influencer, kesesuaian antara brand dengan persona influencer, kualitas konten, serta keterlibatan emosional audiens melalui parasocial interaction. Media sosial memainkan peran krusial sebagai kanal interaktif yang memungkinkan hubungan yang lebih dekat antara influencer dengan audiens, terutama melalui platform seperti Instagram, TikTok, dan YouTube yang menyediakan fitur interaktif dan transparansi sponsor. Penelitian ini menegaskan bahwa influencer marketing menjadi strategi penting dalam lanskap pemasaran digital, sekaligus membuka peluang penelitian lanjutan mengenai regulasi global, etika, serta pemanfaatan teknologi virtual influencer.
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