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"Penelitian ini bertujuan untuk menentukan pengaruh interactivity, authenticity, emotional attachment, brand trust, customer engagement, dan involvement terhadap brand loyalty pada food influencer sebagai human brand. Pendekatan kuantitatif diterapkan, menggunakan Structural Equation Modeling-Partial Least Squares (SEMPLS) untuk menganalisis data dari 215 pengikut Tanboy Kun di Indonesia. Teknik SEM-PLS memungkinkan untuk penilaian hubungan langsung dan tidak langsung di antara variabel yang mempengaruhi loyalitas terhadap human brand. Temuan utama menunjukkan bahwa brand loyalty dipengaruhi oleh interactivity, brand trust, customer engagement, dan involvement. Interactivity mempengaruhi authenticity, emotional attachment, brand trust, dan customer engagement. Authenticity mempengaruhi customer engagement dan emotional attachment. Emotional attachment mempengaruhi brand trust, sementara customer engagement mempengaruhi involvement. Implikasi dari penelitian ini menunjukkan bahwa influencer perlu mendengarkan saran dan komentar dari pengikut untuk meningkatkan loyalitas, serta menciptakan konten yang relevan dan menarik.

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This research aims to determine the influence of interactivity, authenticity, emotional affection, brand trust, customer engagement, and participation on brand loyalty of food influencer as human brand. A quantitative approach was adopted, utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS) to analyze data from 215 followers in Indonesia. The SEM-PLS technique allowed for an assessment of both the direct and indirect relationships among the variables impacting loyalty to a human brand. The main findings indicate that brand loyalty is influenced by interactivity, brand trust, customer engagement, and involvement. Interactivity influences authenticity, emotional attachment, brand trust, and customer engagement. Authenticity influences customer engagement and emotional attachment. Emotional attachment affects brand trust, while customer engagement influences involvement with the brand. The implications of this research suggest that influencers need to listen to suggestions and comments from their followers to enhance loyalty, as well as create relevant and engaging content."

"Istilah influencer berkembang pesat seiring dengan perkembangan media sosial seperti Instagram dan Tiktok yang menjadi rumah bagi para influencer. Banyak peneliti sebelumnya yang telah membahas bagaimana pengaruh karakteristik influencer terhadap purchase intention, tetapi masih sangat jarang yang membahas bagaimana pengaruh karakteristik influencer terhadap loyalty to influencer, product attitude , dan purchase intention khususnya  pada media sosial Instagram dan Tiktok. Sehingga penting bagi pemasar dan merek untuk dapat mengetahui karakteristik influencer apa saja yang dapat mempengaruhi purchase intention pada kedua platform media sosial ini. Secara umum karakteristik influencer terbagi atas 2 model yaitu Source Credibility Model dan Source Attractiveness Model yang dapat mempengaruhi kepercayaan konsumen yang selanjutnya dapat mempengaruhi loyalty to influencer, product attitude, dan purchase intention. Survey online dilakukan terhadap 450 pengguna media sosial Instagram dan Tiktok yang mengikuti akun influencer pada platform media sosial tersebut.  Hasil penelitian ini menunjukkan bahwa baik pada media sosial Instagram maupun Tiktok, Authenticity merupakan karakteristik influencer yang paling mempengaruhi kepercayaan konsumen pada influencer, sedangkan daya tarik fisik tidak memiliki pengaruh yang signifikan dalam mempengaruhi kepercayaan pada influencer pada kedua media sosial ini.

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The term influencer is growing rapidly along with the development of social media such as Instagram and Tiktok which are homes for influencers. Many previous researchers have discussed how influencer characteristics influence purchase intention, but it is still very rare to discuss how influencer characteristics influence purchase intention, especially on Instagram and Tiktok. So it is important for marketers and brands to be able to find out what characteristics of influencers can influence loyalty to influencer, product attitude, and purchase intention on these two social media platforms. In general, the characteristics of influencers are divided into 2 models, namely The Source Credibility Model and The Source Attractiveness Model which can affect consumer confidence which in turn can affect loyalty to influencer, product attitude, and purchase intention. Online survey was conducted on 450 users of Instagram and Tiktok who follow influencer accounts on these social media platforms. The results of this study indicate that both on Instagram and Tiktok, Authenticity is the characteristic of influencers that most influences consumer trust in influencers, while physical attractiveness does not have a significant influence on influencing trust in influencers on these two social media."