Pengaruh influencer marketing @elikaboen terhadap brand image fashion lokal This Is April pada generasi z

Laurent, Eugene (2024) Pengaruh influencer marketing @elikaboen terhadap brand image fashion lokal This Is April pada generasi z. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Maraknya penggunaan media sosial mendorong perkembangan pesat dalam bidang komunikasi pemasaran digital. Hal ini mengakibatkan semakin banyak merek lokal, terutama dalam bidang pakaian, yang memanfaatkan media sosial dalam memperkuat dan membangun citra merek. Salah satu strategi komunikasi pemasaran digital yang sering dilakukan adalah dengan menggunakan influencer untuk menyampaikan dan menyebarkan informasi mengenai merek tersebut kepada konsumen dan target konsumen. Oleh karena itu, diperlukan penelitian untuk mengetahui seberapa efektif penggunaan influencer marketing dalam memperkuat brand image dari merek pakaian lokal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survei. Pengumpulan data diperoleh menggunakan alat kuesioner. Kuesioner disebarkan secara online kepada para followers dari influencer @elikaboen yang merupakan konsumen This Is April, dengan rentang usia 20-25 tahun yang berdomisili di Jakarta-Tangerang. Hasil penelitian ini menunjukkan bahwa influencer marketing @elikaboen memiliki pengaruh positif sebesar 46% terhadap brand image This Is April. Penelitian ini menemukan dimensi yang paling berpengaruh dalam influencer marketing @elikaboen adalah trustworthiness sebesar 94%, disusul oleh attractiveness sebesar 90%, diikuti oleh expertise dan respect dengan persentase setara yaitu 89%, kemudian similarity sebesar 81%. Dimensi brand image This Is April yang paling terpengaruh adalah brand favorability, sebesar 90%, disusul oleh brand strength sebesar 89%, dan diikuti brand uniqueness sebesar 85% / The increase of social media usage has pushed the rapid growth of digital marketing communication. This caused the growing number of local fashion brands which use social media to build and enhance their brand images. One of the popularly used digital marketing communication strategies is using influencers to help spread the information about a brand to the targeted consumers. Therefore, research about the effectiveness of influencer marketing in enhancing a fashion local brands’ image is necessarily needed. This is quantitative research with survey method. The data is collected by distributing questionnaires to the followers of @elikaboen who are the consumers of This Is April, with the age range of 20-25 years old and reside on Jakarta-Tangerang. The research resulted that @elikaboen’s influencer marketing has 46% positive impact affecting the brand image of This Is April. Furthermore, trustworthiness is shown as the most impactful dimension in @elikaboen’s influencer marketing which reached 94%, then attractiveness with 90%, then both expertise and respect with the same amount of 89%, and similarity which reached 81%. The most impacted dimension of This Is April’s brand image is brand favorability, which reached 90%, brand strength which reached 89%, and then brand uniqueness which reached 85%.

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