Pengaruh Daya Tarik Iklan, Kredibilitas Influencer dan Konten Visual Terhadap Kepercayaan Konsumen Pada Makanan Sehat di Media Sosial

Abstract

Abstract

This study investigates the effects of advertising appeal, Influencer credibility, and visual content on consumer trust in healthy food products promoted through social media. A quantitative research design was employed using a survey involving 130 respondents selected through purposive sampling. The population consisted of students at the Islamic University of Malang who actively use social media platforms, particularly Instagram, TikTok, and YouTube, and who have previously encountered promotional content for healthy food products featuring digital advertisements, Influencers, and visual presentations. Data were obtained through questionnaires and subsequently analyzed using multiple linear regression with SPSS. The findings indicate that advertising appeal, Influencer credibility, and visual content simultaneously have a significant influence on consumer trust in healthy food products marketed through social media. In addition, the partial analysis demonstrates that each independent variable has a positive and significant effect on consumer trust. These results suggest that attractive advertisements, credible Influencers, and well-designed visual content can strengthen consumers’ confidence in healthy food products promoted on social media.

Keywords: Advertising Attractiveness, Influencer Credibility, Visual Content, Consumer Trust, Social Media