Peran Influencer Marketing Terhadap Loyalitas Merek di Era Digital: A Systematic Literature Review
DOI:
https://doi.org/10.61104/alz.v4i3.5783Keywords:
era digital, influencer marketing, kepercayaan konsumen, Loyalitas Merek.Abstract
Transformasi digital telah mengubah cara perusahaan membangun hubungan dengan konsumen. Influencer marketing tidak lagi sekadar alat promosi, tetapi menjadi strategi penting dalam membentuk loyalitas merek melalui kepercayaan dan kedekatan emosional. Kajian yang menyintesis peran tersebut secara sistematis masih terbatas. Penelitian ini menggunakan pendekatan Systematic Literature Review (SLR) dengan panduan PRISMA 2020. Data diperoleh dari Scopus, Web of Science, Garuda, dan DOAJ dalam rentang 2020 hingga 2026. Dari 310 artikel awal, proses seleksi menghasilkan 14 artikel yang relevan untuk dianalisis. Hasil menunjukkan bahwa influencer marketing berpengaruh terhadap loyalitas merek, baik secara langsung maupun melalui variabel perantara. Hubungan ini dimediasi oleh kepercayaan konsumen, electronic word-of-mouth (EWOM), pengalaman merek, serta respons emosional. Faktor moderasi meliputi kredibilitas dan autentisitas influencer, e-brand love, konteks budaya, serta penggunaan data analytics. Kesimpulan dari penelitian ini adalah Influencer marketing berperan penting dalam membangun loyalitas merek secara multidimensional. Efektivitasnya bergantung pada kesesuaian nilai antara influencer dan merek serta kualitas interaksi dengan audiens. Masih terdapat kesenjangan penelitian, terutama pada studi longitudinal dan perbandingan jenis influencer, yang membuka peluang riset selanjutnya.
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