AUTHENTICITY IN ACTION: HOW INFLUENCERS SHAPE CONSUMER TRUST IN LOCAL UMKM

Abstract

In the context of the digital economy, social media influencers hold a strategic role in shaping consumer perceptions of local products and brands. This paper aims to analyze how influencers employ authentic narratives to foster consumer trust in products offered by Indonesia’s Micro, Small, and Medium Enterprises (MSMEs). Adopting a qualitative approach through case studies and observations of digital marketing campaigns involving selected local influencers, the study explores the communication strategies used to highlight the stories behind MSME products and examines how elements of locality and emotional proximity contribute to enhancing product credibility. Personal storytelling, the use of everyday language, and direct engagement with business owners are identified as key factors in constructing perceived authenticity that encourages trust and purchase decisions. Influencers act not merely as endorsers but as effective communication bridges between MSMEs and digital audiences, particularly among younger generations. This article underscores the importance of authentic narrative-based approaches in MSME marketing strategies and the need for stronger collaboration between small business actors and digital public figures in building credible and meaningful brand identities.