Abstract :

The local shoe industry in Indonesia is growing, one of the local shoe brands that is well known is PIERO, which has been established since 1999 Having experienced its peak in the early 2000s, many efforts are being made by Piero to maintain its existence. The development of the digital world, especially the social media sector which eventually became social commerce, made Piero think about whether they should choose brand ambassadors and calculate the budget to collaborate with the right brand ambassador. Moreover, there are two kinds of digital brand ambassadors: micro and macro influencers. This issue ultimately becomes a problem that must be answered immediately, because PIERO’s competitors have begun to move rapidly on social media with their brand ambassadors. The purpose of this research is to identify the effect between micro and macro brand ambassadors related to soft or hard language with brand trust, purchasing decision, brand image on Piero shoes. This research is using quantitative design. To conduct the study, the authors recruited 339 participants from an online social media then randomly assigned to one of four conditions: micro influencer with high selling language, micro influencer with low selling language, macro influencer with high selling language, and macro influencer with low selling language. They were then asked to view an Instagram post by the assigned influencer and fulfill the questionnaire. Based on the result of research analysis using spss through multi anova analysis, the author conclude that : Micro brand ambassador with soft selling language is more effective at brand trust and purchase decision, meanwhile Macro brand ambassador with hard selling language is more effective to represent a good brand image to the customer.

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Keywords :

Brand ambassador, Macro Influencer, Marketing, Micro Influencer, Purchasing Decision

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