The Effectiveness of Digital Collaboration Between Influencers and Brands in Increasing Consumer Trust

Digital collaboration with influencer has become a strategy that many brands used to gain consumer trust. But this collaboration does not always have a positive impact on the brand, possibly due to mistakes in choosing the influencer who must be suited to the product field as well. The purpose of thisresearch is to analyze the effectiveness of this collaboration using three main variables, namely Influencer Credibility, Influencer Authenticity, and Digital Engagement. This research used quantitative method and questionnaires distributed to 100+ social media users in Indonesia. Result showed that influencer credibility is the main factor that supports consumer trust, because it can attract positive engagement from consumers toward brand. This research limitation is that the respondents are mostly from Java and there is no internal brand data to support the result. This result can be used by companies or brands to help them decide on digital collaboration plans. Future research may also continue to analyze more factors that can help improve consumer trust and brand sales.