grow in terms of importance for SMBs (Business Insider, 2019). Research conducted by Pedro Torres, Mário Augusto, Marta Matos in 2019, entitled "Antecedents and Outcomes of Digital Influencer Endorsement: An Exploratory Study," has striking differences from this research. That research focuses on brand development for SMEs and local brands through
micro-influences, while this research considers more the influence of digital endorsers on consumer attitudes and behavior. The methodology used is also different; This research uses a descriptive qualitative approach with focused interviews, while the previous research was an exploratory study with a survey method. Regarding theory, this research is based on
Advertising Management Theory and Brand Voice Theory, while previous research refers to Meaning Transfer Theory and literature on celebrity endorsements. The analysis approach is also different; this research focuses more on the natural interpretation of the subject, while previous research is more oriented towards testing conceptual models and validating data.
Despite these differences the two studies
have significant similarities. Both emphasize the influence of endorsers on consumer behavior or attitudes, and recognize the importance of social media in marketing and promotional strategies. In addition, both this research and previous research have a practical purpose in helping marketing managers or SMEs to understand and improve their marketing strategies.
In terms of gaps or problems and novelty, this research faces the problem of a lack of understanding of how brand voice can be packaged to develop SMEs and local brands, but makes a new contribution by approaching brand development strategies through micro influences. On the other hand, previous research suffers from a gap in the lack of research
the effects of digital endorsers on consumer behavior, but provides novelty by considering the influence of digital endorsers in the context of consumer behavior and their effectiveness in marketing strategies. Thus, these two studies provide valuable insights for marketing practitioners in developing effective strategies for leveraging endorser influence to increase
brand awareness and drive sales
Research Methods This study uses a qualitative descriptive approach, analysis of the data obtained (in the form of words, pictures or behavior), and not set forth in the form of numbers or statistics, but by providing an explanation or description of the situation or condition under study in the form of a narrative description. Determining informants using purposive sampling
technique enables the selection of relevant informants beforehand for the research. This technique doesn't impose limits on the number ofParticipant Demographics encompasses various groups, ranging from SME entrepreneurs looking to expand their markets to micro influencers who play a role in promoting local brands. These SME entrepreneurs may come
from various industry sectors, such as beauty products, food, or other consumer goods. Meanwhile, micro influencers can have diverse backgrounds, ranging from models, students, to food vloggers. The demographic data of research participants will aid in understanding the workings of collaboration between entrepreneurs and micro influencers and its impact on the
development of local brands and advertising
management strategies. Ega Putri Novitasari is an entrepreneur who acts as a seller focusing on Retrophiliaaa products, which include selling phone case papers and photography services. Turbawaniati is also involved in the business world as an entrepreneur with Hallyanieshop_ products, offering various skincare products. On the other hand, Chilyatul
Chusna runs a business related to frozen foods, offering a variety of Frozen Food products to consumers. In order to expand brand influence and awareness, Devi Fifi Ariyanti acts as a Key Opinion Leader at Happymee Beautycare company, pioneering in seeking and collaborating with microinfluencers to support local brands. Micro-influencers like Zaidan Bin
Madi with a background as a model, Maulidya as a student, Muhammad Hendi Hidayat Romadhoni as a food vlogger, and Azzahra as a student play a crucial role in expanding market reach for entrepreneurs. With a significant number of followers on the Instagram platform, they have the ability to influence the preferences and purchasing decisions of their
Conclusion
followers. Collaboration between entrepreneurs and micro-influencers can help strengthen brand voice by ensuring that the messages conveyed to the audience are consistent with the established brand identity. The influence of key opinion leaders like Devi Fifi Ariyanti is also crucial in supporting SMEs development. By introducing microinfluencers to the Happymee
Beautycare company, she facilitates mutually beneficial cooperation between entrepreneurs and influencers. Opinions and recommendations from an expert in certain industries such as beauty can help build consumer trust in the brands and products offered by entrepreneurs. Thus, the synergistic relationship between entrepreneurs, micro-influencers, and key opinion leaders is key to achieving business development goals and increasing market presence for
Comments
Post a Comment