Pengaruh kredibilitas influencer Tiktok @fadiljaidi terhadap minat beli followers = The influence of Tiktok influencer @fadiljaidi's credibility on followers' purchase interest

Arthanovia, Vadella Febyrhaina (2024) Pengaruh kredibilitas influencer Tiktok @fadiljaidi terhadap minat beli followers = The influence of Tiktok influencer @fadiljaidi's credibility on followers' purchase interest. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Influencer merupakan individu yang memiliki pengaruh besar di media sosial dan mampu mempengaruhi perilaku serta pendapat pengikutnya Sosok influencer yang akan dikaji dalam penelitian ini adalah @fadiljaidi seorang konten kreator di tiktok dengan pengikut lebih dari 12 juta orang. Teori Kredibilitas Sumber (Source Credibility Theory) mengasumsikan bahwa kredibilitas sumber persuasi memiliki dampak signifikan pada kemungkinan individu untuk menerima pesan persuasif. Dalam menjalankan penjualan suatu produk dengan memanfaatkan kredibilitas seseorang melalui pemanfaatan media, terdapat tiga faktor utama yang mencakup intensitas, isi pesan, dan daya tarik penampilan iklan, yang pada konteks penelitian ini disebut sebagai tindakan endorse. Penelitian ini bertujuan untuk mengevaluasi pengaruh kredibilitas influencer @fadiljaidi terhadap minat beli para pengikutnya. Penelitian ini menggunakan metode análisis kuantitatif dengan menyebarkan kuesioner kepada 100 responden yang merupakan pengikut @fadiljaidi di platform media sosial TikTok. Hasil uji validitas dan reliabilitas menunjukkan bahwa instrumen penelitian ini valid dan dapat diandalkan. Dengan menggunakan model regresi linear berganda, variabel independen seperti intensitas (X1), isi pesan (X2), dan daya Tarik (X3) influencer diukur terhadap variabel dependen yaitu minat beli followers (Y) Analisis data menunjukkan bahwa intensitas, isi pesan, dan daya tarik influencer secara signifikan berkontribusi terhadap minat beli para pengikut. Melalui análisis model regresi didapatkan persamaan : (Y = 4.815 + 0.14X1 + 0.309X2 + 0.368X3). Hasil uji F hitung didapatkan nilai sebesar 4.502 yang lebih besar dari F tabel (2.699) sehingga H0 ditolak dan H1 yaitu kredibilitas influencer TikTok @FadilJaidi memiliki pengaruh terhadap minat beli followers diterima. / Influencers are individuals who have a great influence on social media and are able to influence the behavior and opinions of their followers. The figure of the influencer to be studied in this study is @fadiljaidi, a content creator on tiktok with more than 12 million followers. Source Credibility Theory assumes that the credibility of the source of persuasion has a significant impact on the likelihood of individuals to accept persuasive messages. In carrying out the sale of a product by utilizing a person's credibility through media utilization, there are three main factors that include the intensity, content of the message, and attractiveness of the appearance of the advertisement, which in the context of this study is referred to as the endorse action. This study aims to evaluate the influence of influencer @fadiljaidi's credibility on the purchase intention of his followers. This research uses a quantitative analysis method by distributing questionnaires to 100 respondents who are followers of @fadiljaidi on the TikTok social media platform. The validity and reliability test results show that this research instrument is valid and reliable. Using multiple linear regression models, independent variables such as intensity (X1), message content (X2), and attractiveness (X3) of influencers are measured against the dependent variable, namely followers purchase intention (Y). Data analysis showed that the influencer's intensity, message content, and attractiveness significantly contributed to the followers' purchase intention. Through regression model analysis, the equation is obtained: (Y = 4.815 + 0.14X1 + 0.309X2 + 0.368X3). The calculated F test results obtained a value of 4.502> F table (2.699) so that H0 is rejected and H1, namely the credibility of TikTok influencer @FadilJaidi has an influence on followers buying interest.

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