Peran Kredibilitas dan Relatabilitas Konten Nano-Influencer dalam Membangun Brand Advocacy melalui Brand Trust pada produk fashion
DOI:
https://doi.org/10.58192/profit.v5i2.4317Keywords:
Brand Advocacy, Brand Trust, Credibility, Nano-Influencers, RelatabilityAbstract
The use of nano-influencers in the fashion industry is increasing, but the effectiveness of credibility and relatability of content in creating brand advocacy still needs to be studied further. The purpose of this study is to analyze the influence of credibility and relatability of nano-influencer content on brand advocacy, with brand trust as a mediating variable. This study used a quantitative approach with a survey method on fashion product consumers, data analysis using Structural Equation Modeling (SEM). The results of this study indicate that credibility has a significant positive effect on brand trust, but does not have a direct effect on brand advocacy. Conversely, relatability has a significant positive effect on both brand trust and brand advocacy. Brand trust was not found to have a direct effect on brand advocacy. The mediation analysis revealed that brand trust acts as a significant partial mediator in the relationship between credibility and relatability on brand advocacy. This indicates that credibility can only encourage brand advocacy if it is able to build trust first. Practically, fashion industry players should prioritize relatable content and focus on building audience trust rather than simply highlighting the formal credibility of influencers.
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