Peran Social Media Influencer dan User-Generated Content dalam Pembentukan Kepercayaan Konsumen: A Scoping Review

Authors

  • Risa Dias Wandari Universitas Mercu Buana Yogyakarta
  • Audita Nuvriasari Universitas Mercu Buana Yogyakarta
  • Varanova Libels Percinka Universitas Mercu Buana Yogyakarta
  • Siti Ghoitsa Zahira Shofa Universitas Mercu Buana Yogyakarta
  • Alimatus Sahrah Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.38035/jmpd.v4i3.701

Keywords:

Consumer Trust, Digital Marketing, Scoping Review

Abstract

Perkembangan pemasaran digital telah meningkatkan peran Social Media Influencer (SMI) dan User-Generated Content (UGC) sebagai sumber informasi utama dalam membentuk kepercayaan konsumen (consumer trust). Meskipun demikian, hasil penelitian mengenai kontribusi kedua faktor tersebut masih menunjukkan temuan yang beragam sehingga diperlukan sintesis literatur yang komprehensif. Penelitian ini bertujuan untuk memetakan perkembangan penelitian serta mensintesis bukti empiris mengenai peran SMI dan UGC dalam pembentukan consumer trust. Penelitian menggunakan metode scoping review dengan mengadaptasi kerangka kerja Arksey dan O'Malley serta mengikuti pedoman Preferred Reporting Items for Systematic Reviews and Meta-Analyses Extension for Scoping Reviews (PRISMA-ScR). Proses pencarian literatur dilakukan melalui Google Scholar menggunakan search string yang telah disempurnakan. Setelah proses identifikasi, penyaringan, dan seleksi berdasarkan kriteria inklusi dan eksklusi, diperoleh 20 artikel yang memenuhi syarat untuk dianalisis. Hasil sintesis menunjukkan bahwa penelitian mengenai topik ini mengalami peningkatan selama periode 2021-2025 dengan dominasi penelitian di kawasan Asia dan penggunaan platform TikTok serta Instagram. Selain itu, kredibilitas Social Media Influencer yang mencakup expertise, trustworthiness, authenticity, dan hubungan parasosial berperan dalam membangun kepercayaan awal konsumen, sedangkan User-Generated Content melalui ulasan pelanggan, electronic word-of-mouth (eWOM), dan pengalaman pengguna berfungsi sebagai validasi sosial yang memperkuat kepercayaan sebelum keputusan pembelian dilakukan. Temuan penelitian menunjukkan bahwa pembentukan consumer trust merupakan hasil integrasi antara kredibilitas sumber informasi dan validasi sosial. Penelitian ini juga mengidentifikasi peluang penelitian pada virtual influencer, AI-generated content, studi lintas budaya, serta penggunaan pendekatan mixed methods dan longitudinal sebagai arah pengembangan penelitian di masa mendatang.

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Published

2026-07-21

Issue

Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)

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Articles

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Copyright (c) 2026 Risa Dias Wandari, Audita Nuvriasari, Varanova Libels Percinka, Siti Ghoitsa Zahira Shofa, Alimatus Sahrah

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