PENGARUH SOCIAL MEDIA INFLUENCERS TERHADAP ONLINE PURCHASE INTENTION PADA LOCAL BRAND THANKSINSOMNIA: Survei pada followers Instagram Local Pride Indonesia

Mohammad Adjie Febrianto, - (2023) PENGARUH SOCIAL MEDIA INFLUENCERS TERHADAP ONLINE PURCHASE INTENTION PADA LOCAL BRAND THANKSINSOMNIA: Survei pada followers Instagram Local Pride Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh social media influencers terhadap online purchase intention local brand Thanksinsomnia pada followers Instagram Local Pride Indonesia. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Pendekatan kuantitatif populasi dalam penelitian ini berjumlah 540.000 dengan sampel berjumlah 200 responden yang merupakan followers Instagram Local Pride Indonesia dengan menggunakan Teknik probability sampling. Teknik analisis penelitian ini adalah analisis Structural Equation Model (SEM) dengan menggunakan program AMOS for windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran social media influencers dan online purchase intention berada pada kategori baik, berpengaruh secara positif dan signifikan. Temuan pada penelitian ini menegaskan bahwa keberadaan social media influencers mampu menaikkan tingkat online purchase intention brand Thanksinsomnia, peneliti merekomendasikan agar brand Thanksinsomnia mempertahankan, mengelola, dan memaksimalkan keberadaan social media influencers melalui attractiveness, popularity, information quality, expertise, congruence, dan credibility.
This research was conducted to obtain an overview of the influence of social media influencers on the online purchase intention of the local brand Thanksinsomnia among Instagram followers of Local Pride Indonesia. The research design employed is both descriptive and verificative, utilizing a quantitative approach. The population of this study comprises 540,000 individuals, with a sample size of 200 respondents who are followers of LocalprideIndonesia on Instagram, selected through a probability sampling technique. The analytical method employed in this research is the Structural Equation Model (SEM) analysis, utilizing the AMOS for Windows software. The findings of this study reveal that the depiction of social media influencers and online purchase intention falls within the good category and exhibits a positive and significant influence. The results affirm that the presence of social media influencers has the capability to enhance the level of online purchase intention for the Thanksinsomnia brand. The researchers recommend that Thanksinsomnia brand should maintain, manage, and optimize the presence of social media influencers by focusing on attributes such as attractiveness, popularity, information quality, expertise, congruence, and credibility.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=search_authors&hl=en&authuser=3&mauthors= Lili Adi Wibowo: 5984836 Dita Amanah: 5976422
Uncontrolled Keywords:	social media influencers, online purchase intention
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Mohammad Adjie Febrianto
Date Deposited:	23 Oct 2023 03:42
Last Modified:	23 Oct 2023 03:42
URI:	http://repository.upi.edu/id/eprint/109876

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