Digital Identity and Consumer Trust: A Qualitative Study of Instagram-Based Small Businesses in Makassar

Abstract

The rapid expansion of social commerce has transformed Instagram into a strategic marketplace for Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, particularly in urban areas such as Makassar. As consumers increasingly rely on digital interactions to evaluate products and services, issues of authenticity, credibility, and trustworthiness become central to online purchasing behavior. While previous studies have extensively examined social media marketing and purchase intention, limited qualitative research has explored how urban consumers interpret digital identity and trust within Instagram-based MSME environments in Eastern Indonesia. This study addresses this gap by investigating how consumers in Makassar construct perceptions of trust toward local businesses operating through Instagram marketplaces. Employing a qualitative phenomenological approach, data were collected through in-depth interviews with 20 active Instagram consumers aged 19–34 in Makassar and supported by digital observations of selected MSME accounts. Thematic analysis revealed five major themes: visual authenticity as symbolic trust, interactive responsiveness and relational intimacy, consumer-generated content as social validation, skepticism toward curated branding, and locality-based emotional connection. Findings demonstrate that trust is not solely shaped by product quality but also by perceived transparency, communication style, and culturally familiar digital narratives. The study contributes to social commerce and consumer behavior literature by contextualizing digital trust formation within emerging urban Indonesian markets. Practically, the findings provide strategic insights for MSMEs seeking to strengthen consumer trust through authentic and culturally resonant Instagram branding.