Analysis of the Causes of Declining Consumer Confidence in Influencer Marketing in Local Businesses in Indonesia: A Case Study Using the Fishbone Model
Keywords:
Consumer Trust, Influencer Marketing, Local Businesses, Digital Ethics, Brand IntegrityAbstract
This study investigates the systemic barriers causing the decline in consumer confidence toward influencer marketing in Indonesian local businesses. Adopting a systematic descriptive qualitative approach, the research integrates a comprehensive literature review with Focus Group Discussions (FGD) involving digital marketing and entrepreneurship experts. Data were analyzed using a cause-and-effect framework to map causal relationships and a priority matrix to identify critical inhibitors. The findings reveal that trust erosion is primarily driven by three critical factors: low influencer integrity, a lack of transparency in promotional disclosures, and the systemic manipulation of engagement metrics via bots. Specifically, integrity and transparency emerged as the highest priorities for strategic intervention to avoid business failure. The study implies that restoring confidence requires a multidimensional shift focusing on radical transparency, authentic storytelling, and the establishment of national ethical marketing standards. These results provide a strategic roadmap for practitioners and policymakers to foster a more resilient and sustainable digital economy ecosystem in Indonesia.
Downloads
References
Adobor, H., & Kudonoo, E. C. (2025). Antifragility and organizations: an organizational design perspective. Leadership & Organization Development Journal, 46(2), 351–375. https://doi.org/10.1108/LODJ-03-2024-0185
Aghazadeh, H., Zandi, F., Amoozad Mahdiraji, H., & Sadraei, R. (2024). Digital transformation and SME internationalisation: unravelling the moderated-mediation role of digital capabilities, digital resilience and digital maturity. Journal of Enterprise Information Management, 37(5), 1499–1526. https://doi.org/10.1108/JEIM-02-2023-0092
AlQahtani, H., Badi, S., & Nasaj, M. (2025). Role of adaptive marketing capability and organisational agility in the resilience of B2B manufacturing companies during crises. Journal of Business & Industrial Marketing, 40(5), 1106–1130. https://doi.org/10.1108/JBIM-07-2024-0507
Alves, A. de A. S. M., & Carvalho, F. M. P. de O. (2022). How Dynamic Managerial Capabilities, Entrepreneurial Orientation, and Operational Capabilities Impact Microenterprises’ Global Performance. Sustainability, 15(1), 14. https://doi.org/10.3390/su15010014
Badad Alauddin, M., Fitri, D., & Apri Wenando, F. (2025). Tradition to Technology: The Transformation of Indonesian Culture in the Social Media Era. Asian Journal of Media and Culture, 1(1), 1–21. https://doi.org/10.63919/ajmc.v1i1.16
Bolton, D., Habib, M., & Landells, T. (2023). Resilience, Dynamism and Sustainable Development: Adaptive Organisational Capability Through Learning in Recurrent Crises. In Corporate Resilience (pp. 3–32). Emerald Publishing Limited. https://doi.org/10.1108/S2043-052320230000021001
Chen, C.-F., Fu, C., & Chen, Y.-C. (2023). Exploring tourist preference for Mobility-as-a-Service (MaaS) – A latent class choice approach. Transportation Research Part A: Policy and Practice, 174, 103750. https://doi.org/10.1016/j.tra.2023.103750
Choi, T., Kumar, S., Yue, X., & Chan, H. (2022). Disruptive Technologies and Operations Management in the Industry 4.0 Era and Beyond. Production and Operations Management, 31(1), 9–31. https://doi.org/10.1111/poms.13622
Connelly, B. L., Certo, S. T., Reutzel, C. R., DesJardine, M. R., & Zhou, Y. S. (2025a). Signaling Theory: State of the Theory and Its Future. Journal of Management, 51(1), 24–61. https://doi.org/10.1177/01492063241268459
Connelly, B. L., Certo, S. T., Reutzel, C. R., DesJardine, M. R., & Zhou, Y. S. (2025b). Signaling Theory: State of the Theory and Its Future. Journal of Management, 51(1), 24–61. https://doi.org/10.1177/01492063241268459
Digital Industrialisation Of MSME-Led Economic Transformation. (2024). Nanotechnology Perceptions, 20(5). https://doi.org/10.62441/nano-ntp.v20i5.75
Dzreke, S. S., & Dzreke, S. E. (2025). When advocates become adversaries: Strategic brand responses to influencer betrayal in the de-influencing era. Frontiers in Research, 3(1), 1–19. https://doi.org/10.71350/30624533111
Elshaer, I. A., & Saad, S. K. (2022a). Entrepreneurial resilience and business continuity in the tourism and hospitality industry: the role of adaptive performance and institutional orientation. Tourism Review, 77(5), 1365–1384. https://doi.org/10.1108/TR-04-2021-0171
Elshaer, I. A., & Saad, S. K. (2022b). Entrepreneurial resilience and business continuity in the tourism and hospitality industry: the role of adaptive performance and institutional orientation. Tourism Review, 77(5), 1365–1384. https://doi.org/10.1108/TR-04-2021-0171
Hokmabadi, H., Rezvani, S. M. H. S., & de Matos, C. A. (2024). Business Resilience for Small and Medium Enterprises and Startups by Digital Transformation and the Role of Marketing Capabilities—A Systematic Review. Systems, 12(6), 220. https://doi.org/10.3390/systems12060220
Hu, C., Yun, K. H., Su, Z., & Xi, C. (2022). Effective Crisis Management during Adversity: Organizing Resilience Capabilities of Firms and Sustainable Performance during COVID-19. Sustainability, 14(20), 13664. https://doi.org/10.3390/su142013664
Indiani, N. L. P., Keshminder, J. S., Wiratama, N. I., & Amertha, G. S. (2025). Unlocking e-commerce potential in SMEs: an integrative framework for adoption in emerging markets. Humanities and Social Sciences Communications, 12(1), 766. https://doi.org/10.1057/s41599-025-04952-3
J Nair, A., Manohar, S., & Mittal, A. (2024). Reconfiguration and transformation for resilience: building service organizations towards sustainability. Journal of Services Marketing, 38(4), 404–425. https://doi.org/10.1108/JSM-04-2023-0144
Kashyap, A., & Shukla, O. J. (2023). Analysis of critical barriers in the sustainable supply chain of MSMEs: a case of Makhana (Foxnut) industry. Benchmarking: An International Journal, 30(6), 2040–2061. https://doi.org/10.1108/BIJ-11-2021-0696
Khatami, F., Sanguineti, F., & Khatami, R. (2024). Breaking barriers: the role of digital platforms in enhancing the resilience of food entrepreneurs. British Food Journal, 126(11), 3822–3841. https://doi.org/10.1108/BFJ-02-2024-0142
Kurniasari, F., Lestari, E. D., & Tannady, H. (2023). Pursuing Long-Term Business Performance: Investigating the Effects of Financial and Technological Factors on Digital Adoption to Leverage SME Performance and Business Sustainability—Evidence from Indonesian SMEs in the Traditional Market. Sustainability, 15(16), 12668. https://doi.org/10.3390/su151612668
Kustiningsih, N., Tjahjadi, B., & Soewarno, N. (2022). Projecting Experience of Technology-Based MSMEs in Indonesia: Role of Absorptive Capacity Matter in Strategic Alliances and Organizational Performance Relationship. Sustainability, 14(19), 12025. https://doi.org/10.3390/su141912025
Kyrdoda, Y., Balzano, M., & Marzi, G. (2023). Learn to survive crises: The role of firm resilience, innovation capabilities and environmental dynamism. Technology in Society, 74, 102285. https://doi.org/10.1016/j.techsoc.2023.102285
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226–251. https://doi.org/10.1007/s11747-021-00829-4
Martínez-Peláez, R., Ochoa-Brust, A., Rivera, S., Félix, V. G., Ostos, R., Brito, H., Félix, R. A., & Mena, L. J. (2023). Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology. Sustainability, 15(14), 11221. https://doi.org/10.3390/su151411221
Mohamed Senin, S., Juhdi, N. H., Che Omar, A. R., & Hashim, N. A. (2024). Small and medium enterprises survival during the global crises: a systematic review of theoretical perspectives of building resilience in the time of crisis. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2395428
Mohezar, S., Mohamad, M. N., & Mohd Nor, M. N. (2023). Supply chain risk and SME business continuity strategies in the food industry during COVID-19 pandemic. Continuity & Resilience Review, 5(2), 116–134. https://doi.org/10.1108/CRR-09-2022-0021
Napier, E., Liu, S. Y. H., & Liu, J. (2024). Adaptive strength: Unveiling a multilevel dynamic process model for organizational resilience. Journal of Business Research, 171, 114334. https://doi.org/10.1016/j.jbusres.2023.114334
N.K.Thakre, T.Navaneetha, Kumar Bhasin, N., Samudrala, K., Rao, V. S., & M.Karthik. (2024). Blockchain-enabled Trust and Transparency in Influencer Marketing on Social Media Platforms. 2024 Third International Conference on Electrical, Electronics, Information and Communication Technologies (ICEEICT), 1–7. https://doi.org/10.1109/ICEEICT61591.2024.10718613
Peñarroya-Farell, M., & Miralles, F. (2022). Business Model Adaptation to the COVID-19 Crisis: Strategic Response of the Spanish Cultural and Creative Firms. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 39. https://doi.org/10.3390/joitmc8010039
Putritamara, J. A., Hartono, B., Toiba, H., Utami, H. N., Rahman, M. S., & Masyithoh, D. (2023). Do Dynamic Capabilities and Digital Transformation Improve Business Resilience during the COVID-19 Pandemic? Insights from Beekeeping MSMEs in Indonesia. Sustainability, 15(3), 1760. https://doi.org/10.3390/su15031760
Qi, X., Mou, J., Meng, C., & Ploeger, A. (2023). Factors Influencing Consumers’ Organic Food Continuous Purchase Intentions during the Post-Pandemic Era: An Empirical Investigation in China. Foods, 12(8), 1636. https://doi.org/10.3390/foods12081636
Raharjo, K., Afrianty, T. W., & Prakasa, Y. (2024). Digital literacy and business transformation: social-cognitive learning perspectives in small business enterprises. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2376282
Rizkita, M. A., Winarno, A., Suwono, H., & Malek, N. A. N. N. (2025a). Integrating cultural adaptation in digital marketing strategies: Enhancing competitiveness and sustainability in MSMEs of Java, Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 100609. https://doi.org/10.1016/j.joitmc.2025.100609
Rizkita, M. A., Winarno, A., Suwono, H., & Malek, N. A. N. N. (2025b). Integrating cultural adaptation in digital marketing strategies: Enhancing competitiveness and sustainability in MSMEs of Java, Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 100609. https://doi.org/10.1016/j.joitmc.2025.100609
Rosyidiana, R. N., & Narsa, I. M. (2024). Micro, small, and medium-sized enterprises (MSMEs) during the post-pandemic economic recovery period: digitalization, literation, innovation, and its impact on financial performance. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2342488
Salam, R., Rahardjo, K., Arifin, Z., & Iqbal, M. (2025). The indirect effect of transformational leadership on business resilience: the mediating role of innovation capability and competitive advantage. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2561236
Shaban, A. (2024). Digitalization and Exclusion—Digital Divides and Development. In Digital Geographies—Theory, Space, and Communities (pp. 255–496). Springer Nature Singapore. https://doi.org/10.1007/978-981-97-4734-4_4
Shang, G., Low, S. P., & Lim, X. Y. V. (2023). Prospects, drivers of and barriers to artificial intelligence adoption in project management. Built Environment Project and Asset Management, 13(5), 629–645. https://doi.org/10.1108/BEPAM-12-2022-0195
Steinerowska-Streb, I., Glod, G., & Steiner, A. (2022). What do we know about small and medium enterprises’ survival in a post-global economic crisis context? Local Economy: The Journal of the Local Economy Policy Unit, 37(4), 259–278. https://doi.org/10.1177/02690942221112042
Sun, Y., Leng, K., & Xiong, H. (2022). Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era. Journal of Retailing and Consumer Services, 69, 103118. https://doi.org/10.1016/j.jretconser.2022.103118
Theodorakopoulos, L., Theodoropoulou, A., & Klavdianos, C. (2025). Interactive Viral Marketing Through Big Data Analytics, Influencer Networks, AI Integration, and Ethical Dimensions. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 115. https://doi.org/10.3390/jtaer20020115
Wei, W., Nowak, J., & Rolf, S. (2024). Leapfrog logistics: digital trucking platforms, infrastructure, and labor in Brazil and China. Review of International Political Economy, 31(3), 930–954. https://doi.org/10.1080/09692290.2023.2267074
Yu, T., Pan, Y., & Jang, W. (2025). Modeling Consumer Reactions to AI-Generated Content on E-Commerce Platforms: A Trust–Risk Dual Pathway Framework with Ethical and Platform Responsibility Moderators. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 257. https://doi.org/10.3390/jtaer20040257
Yunita Mustika. (2024). SUSTAINING CULINARY MSMEs THROUGH ADAPTIVE STRATEGIES IN ECONOMIC CRISIS. Global Research in Economics and Advanced Theory (GREAT), 1(3), 119–127. https://doi.org/10.65788/greatjournal.v1i3.56
Zighan, S., Abualqumboz, M., Dwaikat, N., & Alkalha, Z. (2022a). The role of entrepreneurial orientation in developing SMEs resilience capabilities throughout COVID-19. The International Journal of Entrepreneurship and Innovation, 23(4), 227–239. https://doi.org/10.1177/14657503211046849
Zighan, S., Abualqumboz, M., Dwaikat, N., & Alkalha, Z. (2022b). The role of entrepreneurial orientation in developing SMEs resilience capabilities throughout COVID-19. The International Journal of Entrepreneurship and Innovation, 23(4), 227–239. https://doi.org/10.1177/14657503211046849
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Nurul Haeriyah Ridwan (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
