The Influence of Influencer Credibility, Message Personalization, and Brand Trust on Viral Marketing Intention of Local Fashion Brands on Social Media
Keywords:
influencer credibility, message personalization, brand trust, viral marketing intentionAbstract
Local fashion companies need to adopt viral marketing techniques because digital market competition requires them to build their brand presence through natural methods. The study tests the effect of three variables which are influencer credibility message personalization and brand trust on local fashion brands' social media viral marketing operations. The study used a quantitative approach which followed an explanatory research design. The researchers conducted a survey to gather data from 210 social media users who followed local fashion brand accounts and engaged with influencer content. The research team applied multiple linear regression analysis to test the data after conducting all necessary validity reliability and classical assumption tests. The findings reveal that users who trust brands from social media platforms together with their personalized messages. The research found that people trusted influencers who displayed credibility which increased their acceptance of messages and content, and personalized messages made users more relevant to the audience while building emotional connections, and brand trust functions as the key element that drives people to support companies. The success of viral marketing in local fashion brands depends on how well they implement influencer communication strategies and personalize content and build trust with customers. The study results create strategic value for local fashion businesses by demonstrating how to develop successful and lasting social media marketing programs.
References
Handayani, J., Derriawan, S., & Hendratni, T. W. (2020). Pengaruh desain produk terhadap keputusan pembelian dan dampaknya pada kepuasan konsumen Shopping Goods. Journal of Business and Banking, 10(1), 91-103.
Farizky, M. I., Thalib, S., & Hendratni, T. W. (2022). Pengaruh Kualitas Produk Dan Promosi Melalui Media Sosial Terhadap Kepuasan Pelanggan Di “What’s Good Coffee’. JIMP: Jurnal Ilmiah Manajemen Pancasila, 2(2), 92-103.
Hendratni, T. W. (2021). Pelatihan Digital Marketing sebagai upaya peningkatan Pendapatan Bagi UMKM di kabupaten MBS. BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat, 3(2), 59-66.
Sudirjo, F., Sari, E. N., Apramilda, R., & Hendra. (2024). The role of customer trust toward digital sales and website visitor satisfaction on customer loyalty of Zara Indonesia. Jurnal Informasi dan Teknologi, 6(1), 291-296.
Dharta, F. Y., Achmady, S., Apramilda, R., Aswadi, D., & Setiowati, R. (2024). Analysis of The Influence of Marketing Attributes Proper Identification, Brand Competitiveness and Digital Communication on Effectiveness of Local Fashion Brand Promotion in Global Market. Jurnal Sistim Informasi dan Teknologi, 101-105.
Karyono, K., Violin, V., Osman, I., Gusti Rao, D., & Apramilda, R. (2024). Analysis of the interrelationship of human resource performance, digital service quality, perceived of service value and customer loyalty. Int. J. Eng. Sci. Inform. Technol, 4(3), 66-71.
Setiawan, E. B., Valdhavessa, D., Bambang, H., Marina, S., Desa, L., Bilqis, F. R., ... & Sidjabat, S. (2021). How to build customer loyalty: Through customer experience, perceived price, and customer satisfaction. Turkish Journal of Computer and Mathematics Education, 12(4), 1546-1554.
Majid, S. A., Ricardianto, P., Pahala, Y., Saribanon, E., Sidjabat, S., Hernawan, M. A., ... & Suryawan, R. F. (2022). Determining Optimal Marketing based on Market Attraction and Market Based Strategies by Considering Customer Life Time Network Value. Industrial Engineering & Management Systems, 21(2), 401-408.
Sarjana, S., Widiana, I. N. W., Sisilia, K., Sidjabat, S., Utami, A. R., Raharto, E., & Fauzan, R. (2022). Manajemen pemasaran. Global Eksekutif Teknologi.
Taufik, Y., Sari, A. R., Zakhra, A., Ayesha, I., Siregar, A. P., Kusnadi, I. H., & Tannady, H. (2022). Peran Social Media Marketing dan Brand Awareness Terhadap Purchase Intention Produk Es Teh Indonesia. Jurnal Kewarganegaraan, 6(2), 5234-5240.
Kusnadi, I. H., Saefullah, A., Rahayu, D. A., Khristianto, W., Tannady, H., & Susanto, P. C. Magdalena., Suyoto, YT (2022). Peran Motivasi Ekstrinsik dan Pelatihan Digital Marketing dalam Meningkatkan Kinerja Pelaku UMKM di Belitung Timur. Jurnal Kewarganegaraan, 6(2), 5025-5027.
Rachmat, Z., Harto, B., Fauzan, R., Syarifuddin, U., Kusnadi, I. H., Sudirjo, F., ... & Zulfikar, M. (2023). Manajemen Pemasaran Perusahaan. Global Eksekutif Teknologi.
Karnowati, N. B., Suwandari, L., Suroso, A., Pradisti, L., & Budayanti, S. (2024). The Divergent Effects of Market Orientation: Uncovering the Links to Entrepreneurial Orientation in Indonesian SMEs. In Proceeding of International Conference Sustainable Competitive Advantage (Vol. 5, pp. 607-621).
Sudirjo, F., Lotte, L. N. A., Sutaguna, I. N. T., Risdwiyanto, A., & Yusuf, M. (2023). The influence of generation Z consumer behavior on purchase motivation in e-commerce shoppe. Profit: Jurnal Manajemen, Bisnis dan Akuntansi, 2(2), 110-126.
Risdwiyanto, A., Sulaeman, M. M., & Rachman, A. (2023). Sustainable digital marketing strategy for long-term growth of msmes. Journal of Contemporary Administration and Management (ADMAN), 1(3), 180-186.
Ausat, A. M. A., Suparwata, D. O., & Risdwiyanto, A. (2025). Optimalisasi digital competence sebagai strategi adaptasi dinamis wirausahawan dalam menghadapi disrupsi pasar di era digital. Jurnal Minfo Polgan, 14(1), 173-182.
Published
How to Cite
Issue
Section
Copyright (c) 2026 Tyahya Whisnu Hendratni, Riesna Apramilda, Sonya Sidjabat, Iwan Henri Kusnadi, Saripermanik Budayanti, Andriya Risdwiyanto
This work is licensed under a Creative Commons Attribution 4.0 International License.
