Penelitian ini bertujuan untuk mengeksplorasi strategi dan praktik kolaborasi antara influencer dan merek di Indonesia, mengingat pertumbuhan pesat digital marketing dan peran penting influencer dalam membangun kepercayaan konsumen. Dengan menggunakan pendekatan eksploratif, data dikumpulkan melalui wawancara semi-terstruktur terhadap 18 influencer dari berbagai niche seperti kecantikan, gaya hidup, fitness, game, dan petualangan. Temuan menunjukkan bahwa motivasi utama influencer berasal dari passion pribadi, keinginan membangun personal branding, serta keterlibatan emosional dengan audiens. Influencer menekankan pentingnya konten yang autentik dan relevan, serta kolaborasi yang didasarkan pada komunikasi terbuka dan nilai bersama. Tantangan utama yang dihadapi adalah ekspektasi merek yang tidak realistis dan kurangnya pemahaman terhadap gaya komunikasi influencer. Penelitian ini memberikan kontribusi teoritis bagi literatur pemasaran digital serta implikasi praktis untuk pengelolaan kemitraan influencer-brand di Indonesia.

Adams, W. C. (2015). Conducting Semi-Structured Interviews. In Handbook of Practical Program Evaluation (pp. 492–505). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781119171386.ch19

Agung, H., Marta, R. F., Kembau, A. S., Firellsya, G., Venness, V., Indrawan, G. B., & Christanti, C. (2023). Digital business communication strategy barometer: Stimulation of K-pop brand ambassadors for consumers of e-commerce products in Indonesia. International Journal of Advanced Multidisciplinary, 1(4), 366–375.

Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008

Braun, V., & Clarke, V. (2013). Successful Qualitative Research. SAGE Publications Ltd. https://uk.sagepub.com/en-gb/eur/successful-qualitative-research/book233059

Breves, P. L., Liebers ,Nicole, Abt ,Marina, & and Kunze, A. (2019). The Perceived Fit between Instagram Influencers and the Endorsed Brand: How Influencer–Brand Fit Affects Source Credibility and Persuasive Effectiveness. Journal of Advertising Research, 59(4), 440–454. https://doi.org/10.2501/JAR-2019-030

Brinkmann, S., & Kvale, S. (2014). InterViews: Learning the Craft of Qualitative Research Interviewing. SAGE Publications.

Childers, C. C., Lemon ,Laura L., & and Hoy, M. G. (2019). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258–274. https://doi.org/10.1080/10641734.2018.1521113

Creswell, J. W., & Poth, C. N. (2017). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE Publications.

De Veirman, M., Cauberghe ,Veroline, & and Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

Enke, N., & and Borchers, N. S. (2019). Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. International Journal of Strategic Communication, 13(4), 261–277. https://doi.org/10.1080/1553118X.2019.1620234

Guest, G., Bunce, A., & Johnson, L. (2006). How Many Interviews Are Enough?: An Experiment with Data Saturation and Variability. Field Methods, 18(1), 59–82. https://doi.org/10.1177/1525822X05279903

Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). https://doi.org/10.9707/2307-0919.1014

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375

Kapitan, S., & Silvera, D. (2015). From digital media influencers to celebrity endorsers: Attributions drive endorser effectiveness. Marketing Letters, 27. https://doi.org/10.1007/s11002-015-9363-0

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101

Kembau, A. S., Kolondam, A., & Mandey, N. H. J. (2024). Virtual Influencers and Digital Engagement: Key Insights from Indonesia’s Younger Consumers. Jurnal Manajemen Pemasaran, 18(2), 123–136.

Lou, C., & Yuan, S. (2018). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19, 1–45. https://doi.org/10.1080/15252019.2018.1533501

Makarawung, R. J. (2022). The Structural Model of Customer Loyalty Through Customer Satisfaction: A Case Study of Grab Bike in Manado City. 8ISC Abstract Proceedings, 28–28.

NielsenIQ. (2024, December 4). NielsenIQ Indonesia Mid-Year Consumer Outlook Guide to 2025. NIQ. https://nielseniq.com/global/en/insights/report/2024/nielseniq-indonesia-mid-year-consumer-outlook-guide-to-2025/

Patton, M. Q. (2014). Qualitative Research & Evaluation Methods: Integrating Theory and Practice. SAGE Publications.

Seruni, N., Suryaniadi, S., & Dewi, N. (2024). PENGARUH INFLUENCER MARKETING TERHADAP MINAT PEMBELIAN PRODUK KECANTIKAN BRAND AZARINE PADA GENERASI Z: STUDI KASUS KABUPATEN BADUNG. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8, 885–900. https://doi.org/10.31955/mea.v8i3.4534

Statista. (2025). Social media in Indonesia—Statistics & facts. Statista. https://www.statista.com/topics/8306/social-media-in-indonesia/

Thompson, A. (2025, February 5). Digital 2025: The essential guide to the global state of digital. We Are Social Indonesia. https://wearesocial.com/id/blog/2025/02/digital-2025-the-essential-guide-to-the-global-state-of-digital/

Yin. (2015). Qualitative Research from Start to Finish: Second Edition. Guilford Press. https://www.guilford.com/books/Qualitative-Research-from-Start-to-Finish/Robert-Yin/9781462517978?srsltid=AfmBOoplrQsqHiqLdNcTd62_c3hiAPAim69Kl1PIdM8sHHQOihSKg2hK