Improving Online Marketing and the Role of Local Influencers in Riau Province, Indonesia
Keywords:
influencer, instagram, local, marketing
Abstract
This research explores the role of local influencers in online marketing in Riau Province, focusing on four key aspects: popularity, credibility, attractiveness, and power as contained in The Meaning Transfer Model theory. Influencers have great potential to attract consumer attention through interesting content. The credibility of an influencer is very important because consumers tend to trust their recommendations in product promotions. The visual appeal and personal interaction between influencers and followers creates a close relationship, increasing engagement and brand loyalty. Through Instagram, local influencers serve as a bridge between brands and audiences. This research uses qualitative methods by interviewing local Riau influencers about their experiences in marketing products that can provide added value to online marketing strategies. The results show that local influencer support positively impacts online marketing. These findings are expected to guide marketers in formulating more effective marketing strategies in the digital era.
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Dhanesh, G., Duthler, G. (2019). Relationship Management Through Social Media Influencers: Effects of Followers' Awareness of Paid Endorsement. Public Relations Review. 45(3). 1-13. Doi:10.1016/j.pubrev.2019.03.002
Dwi Septiani, I. (2019). The Effect Of Non-Celebrity Endorsers on Brand Image and Brand Trust and Impact on Consumer Purchase Interest In Pond's Instabright Tone Up Milk Cream Products Through Instagram Social Media. Journal of Economic Management and Accounting Innovation, 1 (2), 172-187.
Fadhilah, D. A., & Pratiwi, T. (2021). Strategi Pemasaran Produk UMKM Melalui Penerapan Digital Marketing. Coopetition: Jurnal Ilmiah Manajemen, 12 (1), 17-22.
Fathan, M., & Santosa, B. (2023). Strategy For Implementing Digital Marketing Communication of Unknown Coffee Through Social Media Instagram. Jurnal Mantik, 7(2), 1320-1331
Grave, J. F., & Bartsch, F. (2022). #Instafame: Exploring The Endorsement Effectiveness of Influencers Compared to Celebrities. International Journal of Advertising, 41(4), 591-622.
Gunawan, R., Aulia, S., Supeno, H., Wijanarko, A., Uwiringiyimana, J. P., & Mahayana, D. (2021). Social media and gadget addiction for internet users in indonesia. Techno-Socio Ekonomika, 14(1), 1-14.
Haryanti, S., Mursito, B., & Sudarwati, S. (2019). Analisis Strategi Pemasaran Digital Untuk Meningkatkan Penjualan Produk Batik Pada Pt. Danar Hadi Surakarta. Jurnal Ilmiah Edunomika, 3(01).
Irawan, I. C. (2020). Analisis e-Marketing Terhadap Keputusan Pembelian Konsumen Secara Online. Journal of Business and Banking, 9(2), 247-260.
Isalman, I., Ilyas, I., Istianandar, F. R., & Sahdarullah, S. (2023). The Role of Local Influencer Credibility on Instagram on Perceptions of Quality and Purchase Intention of Millennial Consumers. JIMFE (Scientific Journal of Management Faculty of Economics), 9(1), 91-106.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567-579.
Kristiani, P., & Dharmayanti, D. (2017). Pengaruh Social Media Marketing Terhadap Repeat Purchase dengan Variabel Intervening Perceived Service Quality dan Brand Image Pada Industri Fast-Food Restaurant di Surabaya. Petra Business and Management Review, 3(1).
Kusuma, D. F., & Sugandi, M. S. (2018). Instagram Utilisation Strategy As Digital Marketing Communication Media Conducted by Dino Donuts. Journal of Communication Management, 3(1), 18-33.
Mahardini, S., Hidayat, M., & Ikhwan, A. N. (2023). Pengaruh Kualitas Informasi, Produk, dan Promosi Pada Ecommerce Lazada di Wilayah DKI Jakarta. Journal Human Resources 24/7: Business Management, 1(3), 45-54.
Mansyur, V. R. (2023). The Influence of Local Influencers As Celebrity Endorsement on Consumer Intention to Make Online Purchases. EMBA Journal: Journal of Economic Research, Management, Business and Accounting, 11(1), 512-520.
Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara: Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795
Lili, N. A., Niswaty, R., Baharuddin, A., Akib, H., & Nur, A. C. (2022). Peran Influencer, Viral Marketing, dan Citra Merek dalam Mempengaruhi Keputusan Pembelian Produk Kosmetik Lokal pada Followers Instagram@ Somethincofficial. Ekonomektriks, 5(2), 132-139.
Nascimento, T. C. D., Campos, R. D., & Suarez, M. (2020). Experimenting, Partnering and Bonding: A Framework For The Digital Influencer-Brand Endorsement Relationship. Journal of Marketing Management, 36(11-12), 1009-1030.
Permana, R. M. T., Rohandi, M. M. A., & Nugraha, Y. D. (2021). New Business Model For Creative Agency Through Influencer Marketing. Journal of Performance Management and Business, 18(3), 11-19.
Riadi, I., Yudhana, A., & Al Barra, M. (2021). Mobile forensics on Linkedin social media services. JISKA (Sunan Kalijaga Informatics Journal), 6(1), 9-20.
Roy, S. (2018). Meaning Transfer in Celebrity Endorsements: An Explanation Using Metaphors. Journal of Marketing Communications, 24(8), 843-862.
Sarah, Amira Rasyida. (2019). Chapter 1 Introduction. Health Services, 2015, 3-13. http://repository.usu.ac.id/bitstream/123456789/23790/4/Chapter I.pdf
Sari, D. S., Sa'adah, A. F., & Utami, N. I. (2021). Initiation of peer counsellor formation in higher education as a pioneer agent to promote mental health. In proceedings of the national seminar on the results of community service at Ahmad Dahlan University; e-ISSN (Vol. 2686, p. 2964).
Sary, R. (2021). The Effect Of Celebrity Endorsement on Purchasing Interest in Online Shops Through Instagram Social Media in An Islamic Economic Perspective (Study on Instagram Followers @Nunirizkypermata). Repository.radenintan.ac.id, 67. http://repository.radenintan.ac.id/16412/2/Perpus Centre Chapter 1 AND 2.pdf
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Shukmalla, D., Savitri, C., & Pertiwi, W. (2023). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Produk Kosmetik Lokal di Tiktok Shop (Studi Pada Mahasiswa Manajemen Universitas Buana Perjuanagan Karawang). Jurnal Mirai Management, 8(3).
Sobariyah, H., Natalia, D., Agata, A., & Tanjung, A. (2024, February). Pengaruh Strategi Viral Marketing, Online Customer Review Dan Penetapan Harga Terhadap Keputusan Pembelian Pada Brand Mixue (Sosial Media Tiktok). In Prosiding SEMANIS: Seminar Manajemen Bisnis (Vol. 2, No. 1, pp. 871-875).
Tian, S., Tao, W., Hong, C., & Tsai, W. H. S. (2022). Meaning Transfer in Celebrity Endorsement and Co-Branding: Meaning Valence, Association Type, and Brand Awareness. International Journal of Advertising, 41(6), 1017-1037.
Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and Outcomes of Digital Influencer Endorsement: An Exploratory Study. Psychology & Marketing, 36(12), 1267-1276.
Valentina, A. (2023). Pengaruh Content Marketing, Influencer dan Online Customer Review Terhadap Keputusan Pembelian Pada Pengguna Media Sosial Tiktok (Studi Kasus Pada Mahasiswa FEB Universitas Islam Malang Angkatan 2019). Universitas Islam Malang, Malang, Indonesia.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social Media Influencer Marketing: A Systematic Review, Integrative Framework and Future Research Agenda. International Journal of Consumer Studies, 45(4), 617-644.
Waruwu, M. (2023). Educational Research Approaches: Qualitative Research Methods, Quantitative Research Methods and Combination Research Methods (Mixed Method). Tambusai Journal of Education, 7(1), 2896-2910.
Zhang, Y., Lin, Y., & Goh, K. H. (2018). Impact of online influencer endorsement on product sales: Quantifying the value of online influencers. Proceedings of the 22nd Pacific Asia Conference on Information Systems - opportunities and challenges for the digitised society: Are we ready?, PACIS 2018.
Published
2025-02-27
Section
Articles
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