Analisis Pengaruh Advertising Disclosure dan Source Credibility Seorang Influencer Media Sosial Instagram pada Customer Purchase Intention = Analysis the Effect of Advertising Disclosure and Source Credibility of an Instagram Social Media Influencer on Customer Purchase Intention

Pratiwi, Tika (2021) Analisis Pengaruh Advertising Disclosure dan Source Credibility Seorang Influencer Media Sosial Instagram pada Customer Purchase Intention = Analysis the Effect of Advertising Disclosure and Source Credibility of an Instagram Social Media Influencer on Customer Purchase Intention. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Objek yang menjadi penelitian ini adalah pengguna media sosial Instagram di yang mengikuti seorang influencer. Pada latar belakang penelitian terdapat perbedaan pada hasil penelitian yang dilakukan sebelumnya yang menunjukan fenomena influencer memengaruhi purchase intention. Berdasarkan perkembangan teknologi penggunaan internet terus bertambah yang pada akhirnya meningkatkan E- commerce sehingga penjual akan mencari cara dalam mempromosikan produknya. Instagram menjadi salah satu tempat untuk brand atau perusahaan memasarkan produknya. Adanya digital influencer membantu untuk memasarkan suatu produk. Pada penelitian ini peneliti akan meneliti pengaruh antara Advertising Disclosure berdasarkan influencer credibility terhadap Customer Purchase Intention pada media sosial instagram. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data non-probability sampling menggunakan online kuisioner. Data yang di dapat di analisis dengan SmartPLS menggunakan pengukuran model luar dan model dalam. Hasil penelitian menunjukkan Advertising Disclosure seorang influencer memiliki pengaruh positif terhadap source credibility dari Customer Purchase Intention. Implikasi manajerial dari penelitian memberikan beberapa saran untuk pengiklan sebuah produk atau jasa yang bekerja sama dengan seorang influencer dapat memilih seorang influencer dengan influencer yang memiliki kredibilitas jelas agar dapat meningkatkan Customer Purchase Intention. / The object of this research is Instagram social media users who follow an influencer. In the background of the study, there are differences in the results of previous research which shows the phenomenon of influencers influencing purchase intention. Based on technological developments, internet usage continues to increase which in turn increases E-commerce so that sellers will find ways to promote their products. Instagram is a place for brands or companies to market their products. The existence of digital influencers helps to market a product. In this study, researchers will examine the effect of Advertising Disclosure based on influencer credibility on Customer Purchase Intention on Instagram social media. This study uses a quantitative approach with non-probability data collection methods, sampling methods using online questionnaires. The data is analyzed by SmartPLS using the measurement of the outer model and the inner model. The results show that an influencer's Advertising Disclosure has a positive influence on source credibility from Customer Purchase Intention. The managerial implications of the research provide some suggestions for advertisers of a product or service who work with an influencer with good credibility in order to increase Customer Purchase Intention.

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