Strategi Microbranding Influencer sebagai Pendukung Pemasaran pada UMKM Kosmetik di Manado
DOI:
https://doi.org/10.36312/1rtwmr77Keywords:
microbranding, influencer marketing, UMKM kosmetik, pemasaran digitalAbstract
Penelitian ini bertujuan untuk menganalisis strategi microbranding influencer sebagai pendukung pemasaran pada UMKM kosmetik di Manado melalui pendekatan kualitatif dengan metode studi kasus. Studi-studi sebelumnya mengenai influencer marketing dan branding digital umumnya didominasi oleh pendekatan kuantitatif yang berfokus pada metrik kinerja pemasaran, seperti peningkatan penjualan dan engagement rate, sementara eksplorasi terhadap aspek sosial, makna relasional, dan dinamika kolaboratif dalam konteks lokal masih relatif terbatas, khususnya di wilayah Manado. Penelitian ini melibatkan 12 partisipan yang terdiri atas pelaku UMKM kosmetik, micro-influencer lokal, dan konsumen, dengan pengumpulan data melalui wawancara mendalam, observasi partisipatif, serta analisis dokumen digital. Analisis data dilakukan menggunakan analisis tematik melalui tahapan open coding, axial coding, dan selective coding. Hasil penelitian mengidentifikasi tiga tema utama, yaitu penyesuaian nilai dan identitas merek, dinamika kolaborasi dan keaslian hubungan, serta keterbatasan dan peluang inovasi dalam pemasaran digital. Secara teoretis, penelitian ini memperkaya kajian pemasaran digital berbasis hubungan sosial dengan menekankan peran nilai, kepercayaan, dan konteks budaya lokal dalam strategi microbranding influencer. Secara praktis, temuan penelitian memberikan implikasi bagi UMKM dalam merancang kolaborasi yang lebih autentik, berkelanjutan, dan kontekstual dengan micro-influencer lokal.
Kata kunci: microbranding; influencer marketing; UMKM kosmetik; pemasaran digital
Microbranding Influencer Strategy as a Marketing Support for Cosmetic MSMEs in Manado
Abstract
This study aims to analyze micro-influencer branding strategies as a marketing support mechanism for cosmetic MSMEs in Manado using a qualitative approach with a case study method. Previous studies on influencer marketing and digital branding have generally been dominated by quantitative approaches focusing on marketing performance metrics, such as sales growth and engagement rates, while in-depth exploration of social aspects, relational meanings, and collaborative dynamics in local contexts remains relatively limited, particularly in the Manado region. The study involved 12 participants consisting of cosmetic MSME owners, local micro-influencers, and consumers. Data were collected through in-depth interviews, participant observation, and digital document analysis. Data analysis was conducted using thematic analysis through the stages of open coding, axial coding, and selective coding. The findings identify three main themes: alignment of brand values and identity, dynamics of collaboration and relationship authenticity, and limitations and opportunities for innovation in digital marketing. Theoretically, this study enriches the literature on relationship-based digital marketing by emphasizing the role of values, trust, and local cultural context in micro-influencer branding strategies. Practically, the findings provide implications for MSMEs in designing more authentic, sustainable, and contextually grounded collaborations with local micro-influencers.
Keywords: Microbranding; Influencer Marketing; Cosmetic MSMEs; Digital Marketing
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Copyright (c) 2025 Merry Juliah Jamilah Langi, Ismail Mokoagow
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