The Effect of Micro and Macro Brand Ambassador Related To Soft and Hard Selling Language on Purchase Decision of Piero Shoes in Jakarta, Indonesia

: 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.


INTRODUCTION
The global footwear market size was valued at $409.5 billion in 2022, and is projected to reach $725.1 billion by 2032, growing at a CAGR (Compound Annual Growth Rate) of 5.9% from 2023 to 2032 [1].The Footwear Market is segmented on the basis of type, material, end users, distribution channel, and region.By type, the footwear Market is classified into athletic and nonathletic.Depending on the material, the market is categorized into leather and non-leather.By end users, it is categorized into men, women, and children.Depending on the distribution channel, the market is categorized into E-Commerce and offline channel.By region, the market is analyzed in North America, Europe, Asia Pacific, and LAMEA [1]) There are a number of large multinational companies within the global footwear industry, with sportswear brands well represented, one of the most well known being Nike.In 2021, Nike led its main direct competitors of Adidas and Puma with footwear segment revenues of approximately 28 billion U.S. dollars worldwide.In 2021/22, TJX Cos was the leading apparel and footwear retailing company in the world with revenues of 48.6 billion U.S. dollars.In regards to specialist footwear companies, Skechers posted the largest revenue worldwide at 5.9 billion euros in 2021.[2] Meanwhile, The domestic footwear industry in Indonesia is quite vibrant.Indonesia was able to place itself in fourth position as the world's largest footwear producer, under China, India and Vietnam with a share of total world production of 6.3 percent.[3].Referring to the 2019 World Foot-wear Yearbook report, Indonesia is the fourth largest footwear production center in the world with a total production of 1,271 million pairs of footwear.Indonesia is also the third largest exporter of footwear products in the world, with a total of 406 million pairs of footwear.[3]."Unlike Vietnam, Indonesia together with China and India, apart from being the biggest exporters of footwear, these three countries are also the biggest consumers.So far, the most exported footwear from Indonesia is sports shoes," said Director General of the Chemical, Pharmaceutical and Textile Industry (IKFT) of the Ministry of Industry, Muhammad Khayam.[ if supported by a lot of strong associations.A lot of strong brand associations are related that will create a brand image.The more association is related, the stronger the brand image created by the brand.Brand image is a band of brand association that is created in the consumer's mind [10] 3. Brand awareness Brand awareness is the willingness of a customer to recognize, remember a brand as one of the particular products [10].Brand awareness is the consumer's ability to identify the brand in a different condition, which is reflected by brand recognition orecall performance.Brand awareness is the brand's ability to occur in the consumer's mind when the consumer is thinking of some product and how easy the name occurs [11] Metrics that used to measure brand awareness, are the easiness of consumers to recognize a brand, the easiness for the consumer to remember a brand, the awareness of consumers toward product existence, how often the consumer watches the advertisement in media [11]

Brand trust
Brand trust is a process that is "thought out and carefully designed," and brand loyalty is formed.Brand trust is defined as "the willingness of the average consumer to rely on the ability of the brand to perform its stated function'' [12].Brand trust is a fundamental concept for brand relationships because, in addition to increasing brand loyalty, it strengthens and manages the relationship between customer and business [13].Brand trust consists of two dimensions: trustworthiness and intentions.Trustworthiness is about meeting promises and satisfying needs.The intentions are about the goodwill and attitudinal behavior shown to the client when faced with a problem.The more available these features are the more trust for the brand [14]

Purchasing decision
The purchase decision is a process when a consumer is trying to identify a problem, looking for information about a product or particular brand, and evaluate how good each alternative can solve their problem, which is then leading to purchase decisions.The purchase decision is a process that consists of several stages which consumers do before purchasing a product [15] Purchase intention and the desire to purchase are two components of the purchase decision process.Ads which are shared on social media can catch consumer attention and encourage them to check the product or service, which could create a purchase intention.Consequently, social media can affect the pre-purchase stage and purchase intention of consumers [16]

Relationship Brand Trust, Influencer and Languages
High arousal language refers to language that is emotionally charged, such as "amazing" or "incredible."The authors found that high arousal language increases engagement with micro influencers, but it decreases engagement with macro influencers.This is because high arousal language makes micro influencers appear more trustworthy, while it makes macro influencers appear less trustworthy.[17] From those research can be found that followers express more trust when micro influencers use high arousal language, and the negative effect of high arousal language for macro influencers is mitigated when the post has a more informative than commercial goal or if they include trustworthiness cues in their posts.Overall, the study from Rizzo at 2022 [17] highlights the importance of language in shaping consumer behavior and the need for marketers to carefully consider the language used by influencers in their sponsored posts and suggests that businesses should focus on building trust with their audience by using informative language and including trustworthiness cues in their posts.

CONCEPTUAL FRAMEWORK
This conceptual framework outlines the effect of micro and macro Brand ambassadors in related to soft and hard selling language with purchasing decisions on Piero.It consists of four key stages : deciding the digital Brand ambassadors to review the Piero shoes, deciding the soft selling and hard selling language that will be used by the brand ambassadors on their instagram account, compare the effect of the brand ambassadors related to the language with brand trust, brand awareness, brand image and compare the effect of the micro and macro brand ambassadors related to the soft and hard selling language with purchasing decision.The comparison will be used to give the business recommendation to Piero's company which type of the brand ambassador's that they should collaborate with

RESEARCH DESIGN
Research designs are plans and procedures for research that span the decisions from broad assumptions to detailed methods of data collection and analysis [18].Research seeks to develop relevant, true statements, ones that can serve to explain the situation of concern or that describe the causal relationships of interest.In quantitative studies, researchers advance the relationship among variables and pose this in terms of questions or hypotheses.
This research uses quantitative methodology, focusing on the effect of the brand ambassadors related to soft and hard selling language with brand trust, brand awareness, brand image and the purchasing decision of the Piero shoes.The Multi anova analysis is used to compare the effect between those variable's then the research continues to the competitor analysis.The result of the research is the business recommendation for Piero shoes.

DATA COLLECTION METHOD
The research made an experiment designed to investigate the impact of high arousal language on consumer engagement with micro versus macro influencers.The study also explores the role of persuasion knowledge in this process.To conduct the study, the authors recruited 339 participants from an online social media site.The participants were randomly assigned to one of four conditions: micro influencer with high arousal language, micro influencer with low arousal language, macro influencer with high arousal language, and macro influencer with low arousal language.They were then asked to view an Instagram post by the assigned influencer and rate their engagement with the post. .For the data collection the author used primary and secondary data, for primary data we used interviews and questionnaires and for secondary data we used books, articles and online journals

VARIABLES
To answer the research question, this research needs to collect data on the following variables:

Macro brand Ambassador and micro brand ambassador
This variable chosen by the author in order be divided into different groups and then will be compared.As in Micro KOL (Key Opinion Leader) is Adityalogy with 80.900 followers instagram which is a musician also figure trusted for shoes review.Meanwhile Macro KOL (Key Opinion Leader) is Ari Lesmana with 686.000 followers instagram which is musician as vocalist fourtwenty band and figure who tend to receive instagram endorsement.

Soft and hard selling language
Each group is divided again into 2 groups, based on different styles of language.Therefore the total group is 4, and there are : Micro KOL (Key Opinion Leader) with soft language, Micro KOL (Key Opinion Leader) with hard language, Macro KOL (Key Opinion Leader) with soft language and Macro KOL (Key Opinion Leader) with hard language.
Soft language criteria is write a positive shoes review but there are no superfluous words and include sentence questions with followers.Hard language criteria is write a positive review with superfluous words such as "amazing or very good" and also state the shoe price.
3. The characteristics of the customers: age, gender, income, education and shoe preferences.These are the control variables.These variables are gotten by asking the customers to provide demographic information and their opinions on different aspects of shoes, such as style, comfort, quality, and price.Have you ever seen social media influencers wear shoes on?

Brand awareness
Dependent variables will be divided into 4 groups.These variables acquired by ask some questions such as : Do you know a local shoe brand that KOL uses?How often have you ever heard people talk about the shoe brand above?When was the last time you saw people use Piero Shoes?

Brand trust
Dependent variables will be divided into 4 groups.These variables acquired by ask some questions such as : How much do you trust with shoes reviewed by KOL? How much do you really trust that Piero shoes are really suitable with reviews by KOL on social media?For those who have already purchased, is Piero shoes quality suitable with the price?

Purchasing decision
Dependent variables will be divided into 4 groups.These variables acquired by ask some questions such as : What possibilities would you recommend Piero shoes to friends & family?What is the main reason you decide to buy Piero Shoes?Do you really trust the KOL (Key Opinion Leader) review and decide to buy Piero shoes?This research collects these variable's data using surveys and questionnaires (See the appendix)

DATA ANALYSIS METHOD
The final data project used primary data to do the analysis.The primary data is given from the answer of the questionnaire.The primary data is used to get the comparison effect of the micro and macro brand ambassadors related to the soft and hard selling language with brand trust, brand awareness, brand image and the purchasing decision.This research uses MULTI ANOVA analysis for comparing the mean participants answer's of brand trust, brand awareness, brand image and purchasing decision of the four groups after the intervention to them.After completing a questionnaire, the author conducted reliability test use Cronbach with result should above 0.6 and validity test use Pearson should below 0.6.And the result from the reliability test can be seen at Table 2.

Table 2. Reliability Statistics
And the result from the validity questionnaire is 0.000 use Pearson.From the two results above, the questionnaire in this research is valid and reliable.
From a total 339 questionnaire respondents, which is dominated by men is Micro Brand Ambassador soft selling with total amount 71.1%,Also with Micro Brand Ambassador hard selling dominated by men with total amount 66.7%.For Macro Brand Ambassador soft selling and hard selling, also dominated with men with a total amount 89.8% and 87.5%.As can be seen at table 1 from each group, respondents dominated the age range 21 -26 years old.The total amount from Micro Brand Ambassador soft selling is 43.4%, followed by Micro Brand Ambassador hard selling with total amount 52.9%, and then Macro Brand Ambassador soft selling with total amount 48.9%, followed by Macro Brand Ambassador hard selling with total amount 30.7%.
Questionnaire respondents dominated with employees as can be seen at Table 1 Micro Brand Ambassador soft selling with total amount 55.3% followed by Micro Brand Ambassador hard selling with total amount 55.2%.For Macro Brand Ambassador soft selling the total amount is 42% and for hard selling is 50%.This could happen because employees have their own income so they can buy things independently.
Almost all questionnaire respondents have ever bought local shoe brands as can be seen at Table 1.For Micro Brand Ambassador soft selling the total amount is 77.3%, followed by Micro Brand Ambassador hard selling with total amount 85.1%.And then for Macro Brand Ambassador soft selling total amount is 96.6%, followed by Macro Brand Ambassador with total amount 89.8%.It means that all questionnaire respondents have been familiar with shoe brands made in Indonesia.
Based on the results from Table 1, almost all questionnaire respondents think that local shoe brands need Brand Ambassador.This thing can be seen from the data that Micro Brand Ambassador soft language with total amount 93.2%, followed by Micro Brand Ambassador hard selling with total 93.1%.And then for Macro Brand Ambassador soft selling with a total amount 87.4% followed by Macro Brand Ambassador hard selling with total 94.3%.

BRAND AWARENESS ANALYSIS
In table 1 in the question section "Do you know the shoes worn by the influencer?", there are quite significant differences between the micro brand Ambassador group and the macro brand Ambassador group.For more details, see table 3  As can be seen in more detail at Table 3 respondents from Micro Brand Ambassador soft selling group with total amount 39.5% and Micro Brand Ambassador hard selling with total amount 36.8% know the shoes brand that Micro KOL (Adityalogy) wear.Meanwhile for Macro Brand Ambassador (Ari Lesmana), more respondents know the shoes brand that KOL wear, for Macro Brand Ambassador soft selling total is 60.2% and for Macro Brand Ambassador hard selling with total amount 59.1%.
As can be seen at Adityalogy's Instagram, the brand ambassador or influencer has never worn the shoes used (Piero) in this research.Adityalogy brand ambassadors often wear Compass and Parabellum shoes.Meanwhile, the macro brand ambassador, Ari Lesmana, was a PIERO model around the beginning of 2023, so it is natural that participants still recognize the brand of shoes that Ari Lesmana wears.
The question above reflects brand awareness, however to assess the effectiveness of Micro and Macro Brand Ambassadors on brand awareness, we have to look at other questions as seen at table 4 and then analyze them statistically using SPSS 22. From table 4 it is then processed using SPSS 22 with MULTI ANOVA, with the following results Table 5. ANOVA TEST MICRO VS MACRO in table 5 the results of the answers to questions that reflect the effectiveness of micro and macro KOL related to soft and hard selling language on the brand awareness variable in table 4 are compared between the micro and macro brand Ambassador groups, the results are : the two questions that produce significant differences between the macro and macro groups micro brand ambassadors and there are : "When was the last time you saw someone wearing a local shoe brand above?" with p = 0.006 "Have you ever seen any influencer on social media wearing the local brand shoes above?" with p = 0.009 Table 6.Anova Test Soft Selling Language Vs Hard Selling Language Meanwhile, in table 6 it can be seen that the results of the answers to questions that reflect the effectiveness of micro and macro KOL related to soft and hard selling language on the brand awareness variable between soft and hard selling as a whole do not have a statistically significant difference.7 it can be seen that the results of the answers to questions that reflect the effectiveness of micro and macro KOL related to soft and hard selling language on the brand awareness variable are compared between the four groups, it turns out the results are not significantly different.
To see further explanation, you can see Figure 3, which reflects a comparison graph of the answers between the micro and macro brand ambassador groups to the question "When was the last time you saw someone wearing the local shoe brand above?" with p = 0.006 From the picture, it can be seen that the micro group with hard selling language is the group with the most effective average (mean) answers compared to the other three groups.Even the results from the micro group with soft selling language delivered were still more effective when compared to the results in the macro group with soft or hard selling language delivered.In Figure 4, you can see a comparison graph of the results of answers related to brand awareness regarding "Have you ever seen any influencer on social media wearing the local brand shoes above?" with p = 0.009 From Figure 4, it can be seen that the average (mean) results in the micro brand ambassador group using soft selling language achieved the most effective results when compared to the results of the other three groups.The average (mean) answer results for the Micro brand ambassador group using hard selling language were also still higher compared to the answer results for the macro brand ambassador group, whether using soft selling or hard selling language.
Looking at the results in table 5 table 6 table 7 and figure 3 and figure 4 it can be concluded that micro brand ambassadors are still significantly more effective for brand awareness when compared to macro brand ambassadors, whatever the language in this research.In table 10, it can be seen that there is a statistically significant difference (p = 0.007) in the average answers between the two groups, namely micro brand ambassadors and macro brand ambassadors, to the question "for those who have already purchased, is the quality of the local shoes above appropriate for the price??"This question reflects the brand image, whether PIERO shoes which are the object of research already have a brand image of good quality or not.11 it can be seen that there is a statistically significant difference (p = 0.000) in the average answers between the two groups, namely soft selling language and hard selling language to the question "for those who have already bought, is the quality of the local shoes above appropriate for the price??

BRAND IMAGE ANALYSIS
8102  12, when what is compared is the average answer to the question "for those who have already purchased, is the quality of the local shoes above appropriate for the price?"In the 4 groups, namely: micro brand ambassadors with soft selling language, micro brand ambassadors with hard selling language, macro brand ambassadors with soft selling language, and macro brand ambassadors with hard selling language, there was a statistically significant difference, namely p=0.000 In Figure 5 we get the average results for answers to the question "For those who have already bought them, is the quality of the local shoes above appropriate for the price?" which reflects the brand image that the Macro brand ambassador group with hard selling language has a higher average answer than the answers of the other three groups.The answers with the lowest mean answers were found in the macro brand ambassador group with hard selling delivery.This difference based on  Because the majority of answers to the 4 groups ranged from scale 3, in the end it did not produce a statistically significant difference, or could be interpreted as having similar answers.
As for Figure 6 it is shown that the micro brand ambassador group with hard language delivery is higher than the other three groups, however this difference is not statistically significant after checking through MULTI ANOVA, as attached in table 10, table 11 and table 12.In table 14 the answers to questions reflecting brand trust were analyzed using multi anova in SPSS 22.When the results of the answers from the two questions were compared between the MICRO ambassador and MACRO ambassador groups, it turned out to produce a statistically significant difference (p = 0.000).Meanwhile, when the two questions were compared between the SOFT selling language and HARD selling language groups, it resulted in a significant difference, namely in the answer to the question "How much do you trust the local shoe review above by the following influencer?" resulted in p=0.057 and the answer to the question "Do you really believe Brand Piero is what the influencer says on social media?"produces p=0.042.Figures 7 and 8 show in more detail the comparison of the average answers to the two previous questions between the four groups as follows.From figures 7 and 8, it can be seen that the Micro brand ambassador group who delivered hard selling language had a higher average answer than the other three groups.Meanwhile, the lowest average answer in both images was obtained by the Macro brand ambassador group with soft selling delivery.Graphic figures 7 and 8 based on table 14 are statistically significantly different (p<0.05).So it can be concluded from this research (using multi ANOVA analysis in SPSS 22) that the micro brand ambassador group with hard selling language delivery is more effective in terms of increasing the brand trust among customers.Meanwhile, the most ineffective in increasing brand trust is the MACRO brand ambassador group by using soft selling language.
In accordance with previous research literature states that micro influencers who make a content with high arousal language are more trusted by the public compared to macro influencers who make the content with the same language.[17] Micro influencers are believed to be more detailed when reviewing content, so the public assume they understand more than macro influencers, and of course this makes brands more effective in using marketing budgets.[17].Meanwhile, the reason why macro influencers are less trusted is because the public thinks that it is clearly an endorsement.So they are less trusted by the public.The budget for macro influencers is also much more expensive compared to micro influencers [17] Micro-influencers have a better understanding of their followers' preferences and needs.Micro influencers have invested time in studying their audience, learning about their interests and creating content that resonates with them.Those are the key points as valuable partners for brands [19] PURCHASING DECISION and Brand Ambassador TRUST The most effective question from the questionnaire to measure the purchasing decision related to the brand ambassador trust is "Setelah melihat review influencer tersebut, apakah anda percaya dan memutuskan akan membeli sepatu piero?The result can be seen at the table 15

Figure 2 .
Figure 2. Research Design Dependent variables will be divided into 4 groups.These variables acquired by ask some questions such as : Does a local shoe brand need a Brand Ambassador?Can you know the brand logo if it's not listed?

Figure 3 .
Figure 3. Compare chart micro and macro ambassador related to soft and selling language

Figure 4 .
Figure 4. Compare chart micro and macro ambassador related to soft and selling language

Figure 5
Figure 5 Compare chart micro and macro ambassador related to soft and selling language with multi-anova on spss 22

Figure 6 .ISSN
Figure 6.Compare chart micro and macro ambassador related to soft and selling language with brand image and purchasing decision using multi-anova on spss 22

Figure 7 .ISSNFigure 8 .
Figure 7. Compare chart micro and macro ambassador related to soft and selling language with brand trust using multi-anova on spss 22

Table 3 .
below brand awareness

Table 7 .
ANOVA TEST Micro and soft selling, Micro and hard selling, macro and soft selling, macro and hard selling Meanwhile, in table

Table 8 .
Brand image and relation to purchasing decision ISSN:

table 10
, table 11 and 12 is statistically significant.

Table 14 .
Brand trust analysis with multi in SPSS 22