Peran interactivity dan authenticity dalam membangun loyalitas melalui emotional attachment dan trust terhadap influencer
Info Katalog
File Repositori
Nomor Panggil : 022002001158
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Fatik Rahayu
Subyek : Marketing -- Management;Trust;Loyalty
Kata Kunci : influencer interactivity, influencer authenticity, emotional attachment, trust dan loyalty.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2024_TA_SMJ_022002001158_Halaman-Judul.pdf | ||
| 2. | 2024_TA_SMJ_022002001158_Lembar-Pengesahan.pdf | ||
| 3. | 2024_TA_SMJ_022002001158_Bab-1-Pendahuluan.pdf | ||
| 4. | 2024_TA_SMJ_022002001158_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2024_TA_SMJ_022002001158_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2024_TA_SMJ_022002001158_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2024_TA_SMJ_022002001158_Bab-5-Kesimpulan.pdf | ||
| 8. | 2024_TA_SMJ_022002001158_Daftar-Pustaka.pdf | ||
| 9. | 2024_TA_SMJ_022002001158_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis variabel yang mempengaruhi loyalitas terhadap influencer di sosial media yaitu Influencer Interactivity, Influencer Authenticity, Trust dan Emotional attachment. Metode pengumpulan data yang digunakan pada penelitian ini adalah adalah Non-Probability Sampling dengan teknik Purposive Sampling yang disebarkan kepada 268 responden secara online melalui Google Form. Rancangan yang digunakan pada penelitian in adalah pengujian hipotesis dengan hasil Influencer Interactivity berpengaruh positif terhadap Influencer Authenticity, Influencer Interactivity berpengaruh positif terhadap Emotional attachment, Influencer Interactivity tidak berpengaruh positif terhadap Trust, Influencer Authenticity tidak berpengaruh positif terhadap Emotional attachment, Influencer Authenticity berpengaruh positif terhadap Trust, Emotional attachment tidak berpengaruh positif terhadap Loyalty dan Emotional attachment berpengaruh positif terhadap Loyalty melalui Trust. Penelitian selanjutnya disarankan untuk menambah variabel lain yang dapat mempengaruhi Loyalty yaitu Brand Experience, Perceived Quality dan Brand Love.
T This research aims to analyze the variables that influence loyalty towards influencers on social media, namely Influencer Interactivity, Influencer Authenticity, Trust and Emotional attachment. The data collection method used in this research was Non-Probability Sampling with Purposive Sampling techniques which were distributed to 268 respondents online via Google Form. The design used in this research is hypothesis testing with the results that Influencer Interactivity has a positive effect on Influencer Authenticity, Influencer Interactivity has a positive effect on Emotional attachment, Influencer Interactivity has no positive effect on Trust, Influencer Authenticity has no positive effect on Emotional attachment, Influencer Authenticity has a positive effect on Trust , Emotional attachment has no positive effect on Loyalty and Emotional attachment has a positive effect on Loyalty through Trust. Further research is recommended to add other variables that can influence Loyalty, namely Brand Experience, Perceived Quality and Brand Love.
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