Anteseden dan konsekuensi dari attitude towards the influencer

DETAIL KOLEKSI

Anteseden dan konsekuensi dari attitude towards the influencer

Oleh : I Nyoman Andika Putera Yasa

Info Katalog

Subyek : Marketing -- Management

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Kuniawati

Kata Kunci : trust, subjective norms, perceived expertise, perceived congruence, attractiveness, likeability, att

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TS_MMJ_122012011031_Halaman-Judul.pdf
2.	2023_TS_MMJ_122012011031_Lembar-Pengesahan.pdf
3.	2023_TS_MMJ_122012011031_Bab-1-Pendahuluan.pdf
4.	2023_TS_MMJ_122012011031_Bab-2-Landasan-Teori.pdf
5.	2023_TS_MMJ_122012011031_Bab-3-Metode-Penelitian.pdf
6.	2023_TS_MMJ_122012011031_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2023_TS_MMJ_122012011031_Bab-5-Kesimpulan.pdf
8.	2023_TS_MMJ_122012011031_Daftar-Pustaka.pdf
9.	2023_TS_MMJ_122012011031_Lampiran.pdf	34

Abstrak
Abstract

P Perkembangan teknologi internet sangat mempengaruhi dunia bisnis, Fenomena saatini banyak terjadi yaitu mempromosikan produk atau jasa melalui orang yang sudahdikenal oleh masyarakat atau disebut influencer. Influencer dianggap sebagai suatustrategi marketing yang efektif karena mampu membangun kepercayaan yang kuatdengan para followers. Pertumbuhan jumlah pengguna media sosial membentuk trendan strategi pemasaran. Mulai menganggap sosial media sebagai saluran utama untukberkomunikasi dan berinteraksi dengan pelanggan.Metode pengambilan sampel yang digunakan dalam penelitian ini adalah denganmenggunakan metode non probability sampling, yaitu dengan teknik purposivesampling. Sampel yang digunakan dalam penelitian ini adalah responden yangmengenal para fashion influencer dan responden yang pernah membeli brand local.Jumlah sampel yang diambil sebanyak 155 responden. Metode analisis yangdigunakan dalam penelitian ini adalah Structural Equation Model (SEM) denganbantuan softwae AMOS22.Hasil analisis menunjukan bahwa Trust, Subjective Norms, Likeability berpengaruhpositif terhadap Attitude Towards the Influencer. Perceived Expertise, PerceivedCongruence, Attractiveness tidak berpengaruh positif terhadap Attitude Towards TheInfluencer. Attitude Towards The Influencer berpengaruh positif terhadap BrandAttitude dan Purchase Intention. Serta Brand Attitude tidak berpengaruh positif terhadap Purchase Intention

T The development of internet technology has greatly influenced the business world.There are many phenomena nowadays, namely promoting products or servicesthrough people who are already known by the public or called influencers.Influencers are considered an effective marketing strategy because they are able tobuild strong trust with followers. The growth in the number of social media usersshapes marketing trends and strategies. Starting to think of social media as the mainchannel for communicating and interacting with customers.The sampling method used in this study is to use a non-probability sampling method,namely the purposive sampling technique. The sample used in this research isrespondents who know fashion influencers and respondents who have bought localbrands. The number of samples taken was 155 respondents. The analytical methodused in this study is the Structural Equation Model (SEM) with the help of AMOS22software.The results of the analysis show that Trust, Subjective Norms, Likeability have apositive effect on Attitude Towards the Influencer. Perceived Expertise, PerceivedCongruence, Attractiveness have no positive effect on Attitude Towards TheInfluencers. Attitude Towards the Influencer has a positive effect on Brand Attitudeand Purchase Intention. And Brand Attitude has no positive effect on Purchase Intention