Dampak Pemasaran Influencer terhadap Kepercayaan Merek serta Implikasinya pada Keputusan Pembelian Produk Pakaian Olahraga
Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran influencer terhadap kepercayaan merek serta implikasinya pada keputusan pembelian produk pakaian olahraga merek Duraking. Penelitian didasarkan pada tingginya persaingan industri pakaian olahraga di Indonesia yang masih didominasi oleh merek global, sehingga merek lokal perlu mengoptimalkan strategi pemasaran yang efektif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari 163 responden yang berdomisili di wilayah Metropolitan Bandung, pernah membeli produk Duraking, serta pernah terpapar konten promosi influencer di media sosial. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa pemasaran influencer berpengaruh positif dan signifikan terhadap kepercayaan merek dan keputusan pembelian. Selain itu, kepercayaan merek juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil pengujian lebih lanjut membuktikan bahwa kepercayaan merek memediasi secara parsial pengaruh pemasaran influencer terhadap keputusan pembelian. Berdasarkan penelitian ini, dapat diambil kesimpulan bahwa strategi pemasaran influencer yang efektif tidak hanya mendorong peningkatan penjualan secara langsung, tetapi juga berperan penting dalam membangun kepercayaan konsumen sebagai aset kompetitif jangka panjang bagi merek lokal.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aisy, A. R., Supriadi, A., & Nupus, H. (2025). Dampak influencer marketing terhadap purchase decision dengan brand trust dan brand image sebagai intervening (Studi pada pengguna brand PIXY pada Gen Z di Kota Cilegon). Jurnal Ilmiah Manajemen dan Kewirausahaan, 4(3), 588–601. https://doi.org/10.55606/jimak.v4i3.4953
Badan Pusat Statistik. (2025). Statistik sosial budaya 2024.
Bagaskara, R. B., Prasetyo, A., Ardhana, N., & Mozart, M. (2024). The influence of influencer marketing on the purchase decision of Ventela brand shoes with brand trust as a mediation variable and brand image as a moderation variable. Growth: Journal Management and Business, 2(1). https://doi.org/10.59422/growth.v2i01.560
Bakker, D. (2018). Journal of Emerging Trends in Marketing and Management (Vol. 1, Issue 1). www.etimm.ase.ro
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products, and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067
Celestino, P. (2023, March 10). Influencer marketing in 2023: Benefits and best practices. Forbes.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Duraking. (2025). About us. Retrieved September 17, 2025, from https://duraking.co.id/pages/about
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885
Glenister, G. (2024). Influencer marketing strategy: How influencers can help grow your business (2nd ed.). Kogan Page.
Guillén, M. J. Y., Alemán, J. L. M., & Ballester, E. D. (2003). Development and validation of a brand trust scale. Journal of Market Research, 45(1).
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Irawanto, A. A., Nersiwad, & Kasnowo. (2023). The influence of brand image and brand trust on purchase decisions through consumer trust as intervening variables in N’cip Roti. International Journal of Management Research and Economics, 3, 261–272. https://doi.org/10.54066/ijmre-itb.v1i3.772
Juliana, Pramono, R., Maleachi, S., Bernarto, I., & Djakasaputra, A. (2021). Investigation purchase decision through brand trust, brand image, price, and quality of product: A service-dominant logic perspective. Kontingensi: Jurnal Ilmiah Manajemen, 9(1), 51–59. https://doi.org/10.56457/jimk.v9i1.95
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing (19th ed.). Pearson.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education Limited.
Lemeshow, S., Hosmer, D. W., Klar, J., & Lwanga, S. K. (1990). Adequacy of sample size in health studies. John Wiley & Sons.
Lestari, Y. D., & Kurniawan, R. (2025). Brand trust as mediator between influencer marketing, brand image, and repurchase intention at Rabbani. Journal of Applied Business, Taxation and Economics Research, 5(2), 265–278. https://doi.org/10.54408/jabter.v5i2.480
Maksum, A., Kristiyanto, A., Cholik, T., & Akbar, R. (2024). Laporan indeks pembangunan olahraga 2024: Industri olahraga sebagai sumber pertumbuhan ekonomi baru.
Mandiri, L. N. P., Jamhari, J., & Darwanto, D. H. (2022). Influencer marketing affects consumer purchase decisions on Cimory product. Agro Ekonomi, 33(2), 80. https://doi.org/10.22146/ae.73195
McKinsey & Company. (2023, April 10). What is influencer marketing?
Pramudhiaz, I. E. (2025, July 29). Ekspor pakaian olahraga Indonesia pada 2024 capai Rp78 triliun tujuan AS hingga Korsel. Tribun Bisnis.
Primandaru, N., Marcelino, B., & Nasution, O. B. (2025). Pengaruh influencer marketing, citra merek, dan trust terhadap keputusan pembelian pada aplikasi TikTok. Jurnal Ekonomi dan Bisnis, 19(2). https://doi.org/10.53916/jeb.v19i2.103
Putri, P. V. N., Ariwangsa, I. G. N. O., Suardana, I. B. R., & Lestari, N. P. N. E. (2025). Brand trust sebagai mediasi user-generated content dan influencer marketing terhadap brand equity Six Letters Coffee. Gemilang: Jurnal Manajemen dan Akuntansi, 6(1). https://doi.org/10.56910/gemilang.v6i1.3408
Rahayu, F., Siregar, R., Risde, K. R., Nurulita, D. A., Wijarnako, F. R., Wijarnako, K. F., & Ying, L. (2024). Building brand credibility to increase consumer purchase intention: The role of influencer emotional attachment. Jurnal Manajemen dan Pemasaran Jasa, 17(2), 293–306. https://doi.org/10.25105/jmpj.v17i2.19970
Rania, D. (2023, October 16). Duraking: Hasilkan omset ratusan milyar dari bisnis alat pancing. Jubelio.com.
Reast, J. D. (2005). Brand trust and brand extension acceptance: The relationship. Journal of Product & Brand Management, 14(1), 4–13. https://doi.org/10.1108/10610420510583707
Ringle, C. M., Wende, S., & Becker, J.-M. (2024). SmartPLS 4. SmartPLS.
Ritonga, M. W. (2024, December 16). Teknologi ramah lingkungan dari produk olahraga buatan anak negeri. Kompas.id.
Rizky, A., Rojuaniah, R., Ramli, A. H., & Gecolea, Z. T. (2025). The effect of brand ambassador, brand trust, and brand image on purchase decision on beauty product. Jurnal Ilmiah Manajemen Kesatuan, 13(2), 881–896. https://doi.org/10.37641/jimkes.v13i2.2966
Rohmawati, S. P., & Ahmadi, M. A. (2024). Analisis pengaruh influencer marketing terhadap brand awareness dan purchase decision pada produk The Originote. PENG: Jurnal Ekonomi dan Manajemen, 2, 1001–1013. https://doi.org/10.62710/ys2tks33
Rozen, A. A., Suparman, Riyanto, S., Dharmawan, L., Khairunisa, A. W., & Awalina, S. P. (2025). The influence of influencer marketing on purchasing decisions for scientific brand products. Golden Ratio of Data in Summary, 5(1), 139–143. https://doi.org/10.52970/grdis.v5i1.848
Sumanti, D. G., Kindangen, P., & Tumewu, F. J. (2024). The impact of influencer marketing on brand image, brand awareness, and brand trust toward purchase decisions for skincare products. Jurnal EMBA, 12(1), 83–98.
Sutrisno. (2024). IDN Times Jabar.
Trifiana, M. L., Wahyuningsih, S., & Widodo, U. (2025). Analisis pengaruh digital marketing dan influencer marketing terhadap keputusan pembelian dengan brand trust sebagai variabel intervening. Jurnal Ilmiah Fokus Ekonomi Manajemen Bisnis & Akuntansi, 4, 122–130. https://doi.org/10.34152/emba.v4i01.1329
Xu, X. (2023). Influencer marketing with social platforms: Increasing brand awareness and user engagement. Journal of Education, Humanities and Social Sciences, 19, 228–234. https://doi.org/10.54097/ehss.v19i.11039