The Impact of Electronic Word of Mouth (E-WOM) Using Micro Influencers on Repurchase Intention and Trust (Case Study of Instagram Users in Indonesia)
Abstract
This study aims to analyze the influence of micro influencers on repurchase intention and trust with electronic word of mouth (e-WOM) as an intervening variable. Using a quantitative approach and the Structural Equation Modeling (SEM) method, this study involved 384 respondents who were followers of micro influencers on Instagram social media. The results of this study show that micro influencers have a positive and significant influence on buying intent (β = 0.456, p < 0.001) and trust (β = 0.523, p < 0.001). E-WOM proved to be a significant intervening variable in the relationship between micro influencers and buying intent (β = 0.312, p < 0.001) and trust (β = 0.387, p < 0.001). These findings indicate that micro influencers are more effective in building personal relationships with audiences than macro influencers, so they can increase credibility and engagement. The practical implication of this study is the need for a marketing strategy that focuses more on collaboration with micro influencers to increase the effectiveness of digital marketing campaigns.
Downloads
References
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569.
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.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
Ferdinand, Augusty. 2006. Research Methodology. Semarang: Publishing Agency, Diponegoro University.
Ghozali, Imam. 2011. Application of Multivariate Analysis with IBM SPSS19 Program, Publishing Agency, Diponegoro University, Semarang.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.
Husein, Umar. 2002. Marketing Research and Consumer Behavior. Gramedia Pustaka Utama, Jakarta
Influencer Marketing Hub. (2023). The State of Influencer Marketing 2023: Benchmark Report. Retrieved from https://influencermarketinghub.com/
Indrasari, M. (2019). Marketing and Customer Satisfaction. Surabaya: Unitomo Press
Kotler. P & Amstrong.G (2018), Principle of Marketing. Pearson.
Kotler, Phillip. 2012. Marketing Management. Grammar. Jakarta.
Kotler, P. and Keller, K.L. (2009) Marketing Management. Jakarta: Index Publisher.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Narver, J.C. and Slater, S.F. 1990. “The Effect of Market Orientation on Business Profitability”, Journal of Marketing. p.20-35.
Nguyen,Leclerc and LeBlanc. (2013). The Mediating Role of Customer Trust on Customer Loyalty. Vol.06. (96-109). Journal of service science and management. Faculty of business Administration. University of Moncton Canada.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Sugiyono. 2007. Business Research Methods. Alphabet. Jakarta.
Social., W. A. (2023). Digital 2023: Indonesia. Retrieved From.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
Scott, Fandy. 2014. Service Marketing: Principles, Applications and Research. Andi, Yogyakarta
Tjiptono, F., & Gregorius, C. (2017). STRATEGIC MARKETING EDITION 3 – Exploring Strategic Marketing, Branding Strategy, Customer Satisfaction, Competitive Strategy to e-Marketing (III ed.). Yogyakarta: ANDI Publisher (Member of IKAPI).
Uncles, M. 2000. “Market Orientation”. Australian Journal Management. Vol.25, No.2
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929
Copyright (c) 2026 Lutfiah Chairunisa, Nurhayati Nurhayati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
