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American Journal of Economic and

Management Business

p-ISSN: XXXX-XXXX

e-ISSN: 2835-5199

Vol. 2 No. 6 June 2023

Email: [email protected]

Abstract

In the digital era and the development of information technology, social media has

become an important communication tool for many businesses. The purpose of this study

is to understand and analyze how Instagram social media, especially the @greenpublisher

account, is used as an effort to strengthen customer trust. This research uses qualitative

research methods, while data collection techniques are carried out by literature studies

sourced from Google Schoolar and Instagram. The data that has been collected is then

reduced, presented and conclusions are drawn. The results showed that Green Publisher

strengthens customer trust through Instagram social media by subscribing to verified

has become one of the important communication tools for many businesses. Advances in

information technology and wide internet penetration have changed the way businesses

interact with customers, one of the products of this technological advancement is social

media. Social media is a participatory form of its users because they can provide positive

or negative comments. The use of communication and information technology that

facilitates access to information, provides information, or as a means of satisfying needs

Trust is an awareness and feeling that customers have to trust a product, and is used by

service providers as a tool to establish long-term relationships with customers (Diza et

all, 2016).

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Trust can make customers feel comfortable and confident to make transactions with

businesses repeatedly. In addition, customer trust also has a positive impact on business

reputation. Customers who have trust in a business tend to leave positive reviews and

recommend the business to others, this can improve the business image and help attract

new customers.

communication through Social media trust is proven to have positive implications for

increasing customer engagement. Maintaining Social media trust is crucial for business

communication. If you are unable to maintain Social media trust in business

both consumers and potential consumers to interact on an ongoing basis and this is where

trust in the brand will arise and even increase.

has been no research examining the use of Instagram social media in service companies.

In addition, another novelty is the verified feature that was recently launched by meta on

Instagram and has been implemented by Green Publisher, which is one aspect of novelty

that was not examined in previous studies. The purpose of this study is to understand and

analyze how Instagram social media, especially the @greenpublisher account, is used as

an effort to strengthen customer trust.

Instagram. Literature study is a data collection technique by examining books, literature,

notes, and various reports related to the problem to be solved (Nazir, 2003). The data that

has been collected is then reduced, presented and conclusions are drawn.

RESULT AND DISCUSSION

Social media marketing can be a solution as a means of interacting, exchanging

information and presenting products or services to increase trust. The utilization of social

media as a marketing tool is done because this marketing strategy offers various

opportunities to achieve business goals, one of which is building brand trust (Zulfikar,

2017). According to (Kim & Ko, 2010) trust is considered one of the keys to improving

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Green Publisher is a publication institution that has been officially registered with

contribute to academia. Green Publisher has 8 internal journals and more than 30 partner

journals, various indexes and scoupes Green Publisher provides book publication services

and IP management as well as assistance in converting final assignments into books or

articles. Green Publisher has been established since 2018 and until now has helped

thousands of authors to publish journals and books from nationally accredited to highly

reputable. Green Publisher has also successfully organized international conferences.

Green Publisher has various portfolios and official legal entity status, however, this

does not make this institution feel sufficient with this status. Green Publisher also

continues to follow technological developments such as websites, TikTok and Instagram

as a means of marketing and strengthening customer trust. The Instagram application has

reputation of the product/service/organization that makes customers have the confidence

to engage with communication on social media (Golbeck & Hendler, 2004). Green

Publisher's efforts to increase customer trust on Instagram include subscribing to verified

badges every month. This verified badge is a factor that can increase customer trust, this

is because this badge is a sign of authenticity or authenticity from the institution, thus

avoiding fake accounts that have the potential for fraud. This effort also fulfills the points

of Perceived web vendor reputation and Perceived web site quality according to research

(Aprilya, 2014) which can affect customer trust. Perceived web vendor reputation

concerns how other people view the company which results in a good or bad company

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name and everything related. Meanwhile, Perceived web site quality aims to give a good

trust is to utilize the story highlight feature on Instagram. Instagram has introduced a story

highlight feature where posts that have been uploaded can be saved into a personal archive

and can be viewed again (Mufiddah, 2019). Green Publisher utilizes story highlights to

store some important information that can be seen by potential customers in addition to

those in the feed, including information about legality, cooperation and reviews from

customers.

@greenpublisher.id, this institution transparently shows the team working behind it.

Educational background is also added as an effort to create trust in customers that this

institution is operated by competent employees. The concept of transparency is closely

related to honesty, in conveying information the institution must be honest (Nofitasar,

2020). This honesty is one of the factors that can create customer trust, this is in

accordance with research conducted by (Kumadji et all, 2014).

mind. Consumer emotions play an active role in trust formation between customers and

banks. The key to this trust relationship is experience. If positive experiences are often

experienced by consumers, consumers put trust in the product and vice versa (Suhardi,

trust. This feeds feature is in the form of video and photo uploads, Green Publisher's

Instagram posts are filled with infographics, such as information about journal

publications, and various tips when writing scientific articles. This information shows

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that Green Publisher has qualified knowledge and competence in the field of publication

policy, which can lead to brand trust (Li et al., 2008). Customers will have trust in a brand

if they feel that the brand has the necessary knowledge and skills in meeting their needs.

Competence trust involves customers' belief that the brand has the technical expertise,

experience, and proficiency in producing quality products and providing satisfactory

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committed to providing the necessary assistance. Finally, Green Publisher demonstrates

institutional competence through video and photo uploads on feeds. Green Publisher

shares content related to journal publications and provides useful information and tips on

writing scientific articles. Thus, Green Publisher strengthens customer trust by providing

evidence of competence and the quality of services they offer through Instagram social

media.

Anggraeni, R., Layaman, L., & Djuwita, D. (2019). Analisis pemanfaatan social media

Diza, F., Moniharapon, S., & Ogi, I. W. J. (2016). Pengaruh kualitas pelayanan, kualitas

Golbeck, J., & Hendler, J. (2004). Accuracy of metrics for inferring trust and reputation

Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing

Mufiddah, A. (2019). Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran

Mutiah, T., La Ode, Y. M., Raharjo, A., Fitriyanto, F., & Suratriadi, P. (2022).

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Suhardi, G. (2006). Faktor-faktor yang mempengaruhi kepercayaan dan loyalitas nasabah

Thoby Darmawan, Titin Suhartini. (2021). Peran Fitur Live Instagram Sebagai Media

Utami, B. A. (2021). Komunikasi Bisnis melalui Social Media Trust guna Meningkatkan

Zulfikar, A. R. (2017). Pengaruh Social Media Marketing Terhadap Brand Trust