Konsekuensi influencer interactivity
Info Katalog
File Repositori
Nomor Panggil : 022001805018
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Harsini Suetomo
Subyek : Brand loyalty
Kata Kunci : influencer interactivity, brand trust, emotional attachment, brand loyalty, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001805018_Halaman-Judul.pdf | 12 | |
| 2. | 2022_TA_SMJ_022001805018_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001805018_Bab-1-Pendahuluan.pdf | 4 | |
| 4. | 2022_TA_SMJ_022001805018_Bab-2-Tinjauan-Pustaka.pdf | 11 |
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| 5. | 2022_TA_SMJ_022001805018_Bab-3-Metoda-Penelitian.pdf | 17 |
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| 6. | 2022_TA_SMJ_022001805018_Bab-4-Analisi-dan-Pembahasan.pdf | 13 |
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| 7. | 2022_TA_SMJ_022001805018_Bab-5-Kesimpulan.pdf | 4 |
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| 8. | 2022_TA_SMJ_022001805018_Daftar-Pustaka.pdf | 6 | |
| 9. | 2022_TA_SMJ_022001805018_Lampiran.pdf | 12 |
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P enelitian ini bertujuan untuk menganalis konsekuensi Influencer Interactivity. Penelitian memiliki tujuan untuk menganalis pengaruh Influencer Interactivity terhadap brand trust dan emotional attachment, pengaruh brand trust dan emotional attachment terhadap brand loyalty, pengaruh brand loyalty terhadap purchase intention. Sampel yang digunakan dalam penelitian ini sebanyak 200 responden dengan menggunakan metode penarikan sampel purposive sampling. Untuk menganalisis data, penelitian ini menggunakan metode uji hipotesis. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan teknik purposive sampling. Penelitian ini dilakukan dengan menggunakan perangkat lunak SPSS dan AMOS.Kriteria yang digunakan dalam memilih sampel yaitu pengguna social media yang berinteraksi dengan Influencer di platform media sosial (Instagram, Youtube, danTiktok) minimal 3 kali dalam kurun waktu 6 bulan terakhir. Hasil dari penelitian ini adalah (1) terdapat pengaruh positif influencer interactivity terhadap brand trust, (2) terdapat pengaruh positif influencer interactivity terhadap emotional attachment, (3) terdapat pengaruh positif brand trust terhadap brand loyalty, (4) tidak terdapat pengaruh positif emotional attachment terhadap brand loyalty, (5) terdapat pengaruh positif brand loyalty terhadap purchase intention. Penelitian ini menyarankan influencer untuk tetap menjaga ciri khas,citra dan eksistensinya serta melihat kembali sumber pesan bagi perusahaan yang ingin melakukan promosi melalui influencer.
T his study aims to analyze the consequences of Influencer Interactivity. This study aims to analyze the effect of Influencer Interactivity on brand trust and emotional attachment, the effect of brand trust and emotional attachment on brand loyalty, and the effect of brand loyalty on purchase intention. The sample used in this study were 200 respondents using purposive sampling method. To analyze the data, this study used a hypothesis test method. This research is a quantitative research using purposive sampling technique. This research was conducted using SPSS and AMOS software. The criteria used in selecting the sample were social media users who interacted with Influencers on social media platforms (Instagram, Youtube, and Tiktok) at least 3 times in the last 6 months. The results of this study are (1) there is a positive influence of influencer interactivity on brand trust, (2) there is a positive influence of influencer interactivity on emotional attachment, (3) there is a positive influence of brand trust on brand loyalty, (4) there is no positive effect of emotional attachment on brand loyalty, (5) there is a positive influence of brand loyalty on purchase intention. This study suggests influencers to maintain their characteristics, image and existence as well as look back at the source of the message for companies that want to promote through influencers.
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