Pengaruh influencer media sosial terhadap minat beli audiens pada produk makanan dan minuman di JABODETABEK

Muljana, Rendy (2022) Pengaruh influencer media sosial terhadap minat beli audiens pada produk makanan dan minuman di JABODETABEK. Masters thesis, Universitas Pelita Harapan.

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Abstract

Terdapat beberapa komponen dalam komunikasi persuasif yang menentukan efektifitasnya – sumber, pesan, saluran, penerima dan tujuan. Dalam penelitian ini, kita berfokus pada dua komponen yang berkaitan dengan keunikan Influencer yaitu sumber dan pesan. Karena dalam konteks Influencer marketing saluran yang digunakan adalah media sosial, penerimanya adalah pengguna media sosial dan tujuannya adalah menyampaikan pesan tentang produk dan/atau merek. Selanjutnya, penelitian akan dilakukan untuk menganalisis pengaruh variabel tersebut terhadap kepercayaan audiens kepada influencer dan selanjutnya pengaruhnya terhadap minat beli audiens. Peneliti menggunakan pendekatan kuantitatif dengan metode survei kuesioner terstruktur. Teknik pengambilan sampel dalam penelitian ini adalah non probability sampling. Sampel dalam penelitian ini dipilih menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 200 yang menggunakan rumus Slovin untuk menentukan jumlah sampelnya. Berdasarkan hasil analisis empiris menggunakan metode PLS-SEM menunjukan bahwa variabel Popularitas Influencer secara langsung memiliki pengaruh positif dan signifikan terhadap Kepercayaan Terhadap Influencer. Sama halnya dengan variabel Kredibilitas Influencer secara langsung memiliki pengaruh positif dan signifikan terhadap Kepercayaan Terhadap Influencer. Variabel Kepercayaan Terhadap Influencer secara langsung juga memiliki pengaruh positif dan signifikan terhadap Minat Beli Audiens. Hubungan kedua variabel Popularitas Influencer dan Kredibilitas Influencer terhadap Kepercayaan Terhadap Influencer baik secara parsial maupun simultan memiliki pengaruh positif dan signifikan terhadap Kepercayaan Terhadap Influencer. Melalui analisis hubungan kedua variabel Popularitas Influencer dan Kredibilitas Influencer dapat disimpulkan secara tidak langsung memiliki pengaruh positif dan signifikan terhadap Minat Beli Audiens melalui mediasi dari variabel Kepercayaan Terhadap Influencer./There are several components to persuasive communication that determine its effectiveness – source, message, channel, receiver and destination. In this study, we focus on two components related to the uniqueness of the influencer, namely the source and the message. Because in the context of Influencer marketing the channel used is social media, the recipients are social media users and the goal is to convey messages about products and/or brands. Furthermore, research will be conducted to analyze the effect of these variables on the audience's trust in influencers and subsequently their effect on audience buying interest. The researcher used a quantitative approach with a structured questionnaire survey method. The sampling technique in this study is non-probability sampling. The sample in this study was selected using a purposive sampling technique with a total sample of 200 using the Slovin formula to determine the number of samples. Based on the results of empirical analysis using the PLS-SEM method, it shows that the Influencer Popularity variable directly has a positive and significant influence on Audience Buying Interest. While the Influencer Credibility variable directly has a positive but not significant effect on Audience Buying Interest. The Direct Influencer Trust Variable also has a positive and significant influence on Audience Buying Interest. The relationship between the two variables of Influencer Popularity and Influencer Credibility on Trust in Influencers, either partially or simultaneously, has a positive and significant influence on Trust in Influencers. Through the analysis of the relationship between the two variables of Influencer Popularity and Influencer Credibility, it can be concluded that it indirectly has a positive and significant influence on Audience Buying Interest through the mediation of the Trust Against Influencer variable.

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