The Uniqueness of Influencer Marketing in The Indonesian Muslim Fashion Industry on Digital Marketing Communication Era

Abstract

Influencer marketing is the one who managed to attract the attention of people on digital platforms, such as celebgram and vlogger. The advantages of social media that enable direct interaction with consumers has lead to the use of influencer marketing as a trend to promote the brand. One industry that actively uses influencer marketing is Indonesia's Muslim fashion industry. Research aimed to analyze and find solutions about the effectiveness, creativity process, uniqueness, and selectivity of influencer marketing in promoting the brand in the Indonesia's Muslim fashion industry. The research method used is case study. Case study research is a study that examines the contemporary phenomenon as a whole and comprehensive, this study in accordance with the focus of research on influencer marketing as a present phenomenon. The results obtained that influencer marketing trusted more engage on consumers in promoting the product, the process of creativity in creating ideas and promotional content based on their identity so there were a different approaches, the uniqueness of influencer marketing in Muslim fashion required extra selectivity because they have to build beautiful Islamic branding.

Social Media Influencer, Brand Awareness, and Purchase Decision Among Generation Z in Surabaya

“…Thus, it can increase brand awareness of the restaurants and cafes in Surabaya in the consusmer minds. This is also in accordance with studies by Booth and Matic (2011), Purwaningwulan et al (2018).…”

“…So, when consumers are asked to mention the first brand coming up from their minds, they can name it quite well. This is also in line with the results of the studies by Booth and Matic (2011); Purwaningwulan et al (2018).…”

“…This result is in accordance with a study conducted by Booth and Matic (2011) who find the strengths of SMIs that can shape brand awareness. It is also in line with the result of Purwaningwulan et al (2018) which show that reach has a positive and significant impact on brand awareness of HIJUP products.…”

“…One way to communicate can be through intermediaries who are often known as brand ambassadors to SMIs. The use of brand ambassadors and SMIs in HIJUP product research has been proven to signifycantly increase brand awareness of these products (Purwaningwulan, Suryana, Wahyudin, & Dida, 2018) Referring to the above explanation, the hypotheses in this study are: H1: Reach aspect of SMI has a significant effect on brand awareness of restaurants and cafes toward Generation Z in Surabaya.…”

The Influence of Brand Ambassador BTS (Bangtan Seoyeondan) on Tokopedia Consumer Purchase Intention in Bandung City

“…The Influence of Brand Ambassador BTS (Bangtan Seoyeondan) on Tokopedia Consumer Purchase Intention in Bandung City Natalie Christina Rahayu 1 , Nuslih Jamiat 2 commerce, advertising expenditures account for 34% of total advertising expenditures and are used for brand ambassadors. According to Purwaningwulan et al (2018), one of the most commonly used digital marketing techniques is to use celebrities or celebrities as product brand ambassadors. The process and creativity of promoting content make it hopeful to provide different methods.…”