Analisis Peran Promosi Digital Dan Influencer Marketing Dalam Membangun Kepercayaan Konsumen Terhadap Produk Rabbani

Abstract

This research aims to analyze how the role of digital promotion and influencer marketing in building consumer trust and influencing purchasing decisions for Rabbani products as one of the leading Muslim fashion brands in Indonesia. Using a qualitative approach and literature study method, this research examines various current scientific sources to understand the relationship between digital marketing strategies and consumer behavior. The results show that digital promotion allows companies to reach a wide range of consumers, provide product information quickly, interactively, and can be accessed at any time. Meanwhile, influencer marketing plays a role in creating a positive and credible image through trusted figures who have an emotional closeness to the audience. Both strategies are proven to be effective in shaping consumer trust and increasing purchasing decisions, especially in the Muslim fashion industry that emphasizes on shar'i values and halal lifestyle. This study contributes to businesses in designing more adaptive and targeted marketing strategies in the digital era.