Studi Kasus Peran Influencer Marketing Dalam Membangun Brand Authenticity Pada Produk Kosmetik Lokal

Abstract

 This case study analyzes the role of influencer marketing in building brand authenticity for local cosmetic products, which is increasingly crucial amidst digital consumer skepticism. Brand authenticity (honesty, transparency, consistency) is tested through influencer marketing mechanisms. Using a qualitative, single-case study approach on the "Ayu Kirana" brand, the findings indicate that success lies in a non-traditional strategy. The brand prioritizes micro- and nano-influencers based on value fit and organic content history, rather than follower count. The influencer's role in strengthening brand authenticity is summarized in two key mechanisms: 1) Full compensation transparency, where the explicit use of the #Ad label builds integrity and reduces skepticism; and 2) creative autonomy, which allows influencers to present personal narratives (personal journeys) to strengthen brand authenticity and symbolism. In conclusion, influencer marketing acts as an authentic mediator. By basing collaborations on values and honesty, the local cosmetic brand successfully translates influencer credibility into consumer loyalty.