Peran influencer dalam proses electronic word of mouth untuk meningkatkan persepsi merek

Chiquita Olivia Riama

doi:10.24198/jmk.v5i2.27628

Peran influencer dalam proses electronic word of mouth untuk meningkatkan persepsi merek

Chiquita Olivia Riama

Abstract

Word of mouth (WOM) sejak dahulu dinilai sebagai sumber informasi utama dan paling penting dalam keputusan konsumen untuk mengonsumsi sesuatu. Pada era globalisasi, WOM berkembang menjadi bentuk yang lebih masif namun tetap interpersonal, yang disebut sebagai electronic word of mouth (eWOM). Perkembangan internet yang memungkinkan terbentuknya platform media sosial seperti Instagram telah menciptakan kesempatan baru bagi perkembangan eWOM sebagai bagian dari promosi bisnis. Ketika sebuah eWOM tentang sebuah produk berjalan positif, secara langsung akan memengaruhi persepsi merek (brand perception) secara positif pula. Salah satu konsep yang terkait dengan pembentukan eWOM dan persepsi merek pada media sosial Instagram saat ini adalah influencer. Tujuan dari penelitian ini yaitu untuk mengetahui bagaimana peran influencer media sosial dalam proses pembentukan eWOM positif sehingga mampu berdampak pada peningkatan persepsi merek. Penelitian ini menggunakan metode kualitatif, dengan pengumpulan data lewat kajian pustaka dan wawancara mendalam dengan seorang pemilik usaha Celosia Etnik yang aktif melakukan promosi di Instagram. Untuk tujuan tersebut, peneliti mencoba membedah data dari hasil wawancara mendalam lewat dimensi-dimensi eWOM dan dipandu pula dengan Teori Kredibilitas Sumber (Source Credibility Theory/SCT). Berdasarkan penelitian ini, diketahui bahwa influencer dengan kredibilitas yang tinggi sangat besar perannya dalam pembentukan eWOM positif terkait produk yang dipromosikan. Dengan eWOM positif, maka secara langsung akan meningkatkan nilai positif pada persepsi merek di masyarakat. Hal ini berarti, keberhasilan influencer mampu membuat khalayak memahami informasi tentang produk dan ingin membelinya. Implikasi secara teoritis dan praktis, serta rekomendasi untuk penelitian di masa depan akan dibahas lebih dalam pada artikel ini.

Keywords

eWOM; media sosial; influencer; persepsi merek; teori kredibilitas sumber

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DOI: https://doi.org/10.24198/jmk.v5i2.27628