Muhammad Wega Lazuardi, - (2024) HUBUNGAN ENDORSEMENT BUKU PADA AKUN INSTAGRAM @VIVIATAL TERHADAP PENILAIAN KREDIBILITAS INFORMASI DARI PERSPEKTIF PENGGUNA INSTAGRAM. S1 thesis, Universitas Pendidikan Indonesia.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_PSPI_2008670_Title.pdf Download (450kB) |
|
Text
S_PSPI_2008670_Chapter1.pdf Download (220kB) |
|
Text
S_PSPI_2008670_Chapter2.pdf Restricted to Staf Perpustakaan Download (235kB) |
|
Text
S_PSPI_2008670_Chapter3.pdf Download (235kB) |
|
Text
S_PSPI_2008670_Chapter4.pdf Restricted to Staf Perpustakaan Download (535kB) |
|
Text
S_PSPI_2008670_Chapter5.pdf Download (77kB) |
|
Text
S_PSPI_2008670_Appendix.pdf Restricted to Staf Perpustakaan Download (1MB) |
Abstract
Perkembangan teknologi informasi dan komunikasi menghasilkan produk yaitu media sosial. Di tengah banyaknya terpaan informasi yang beredar mengharuskan konsumen media sosial untuk lebih selektif dalam mendapatkan informasi yang kredibel agar informasi dapat diterima serta bermanfaat. Terkhusus dalam fenomena endorsement buku di media sosial sebagai harapan setiap buku dapat dikenal masyarakat luas, serta untuk peningkatan minat beli dan minat baca yang bermanfaat bagi lembaga industri buku hingga perpustakaan. Penelitian ini bertujuan mengkaji bagaimana penilaian kredibilitas informasi terhadap konten endorsement buku @viviatal dari perspektif pengguna Instagram. Metode penelitian yang digunakan yaitu metode korelasional dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 100 responden. Instrumen yang digunakan untuk mengumpulkan data yaitu melalui kuesioner lewat platform Google Form. Teknik pengambilan sampel menggunakan Accidental sampling (non-probability) dengan cara memilih siapa yang kebetulan dijumpai dan sesuai dengan karakteristik. Hasil penelitian menunjukkan bahwa terdapat hubungan positif signifikan antara endorsement buku @viviatal terhadap penilaian kredibilitas informasi konsumen dengan nilai korelasi 0,756, hal ini menunjukkan responden menganggap informasi endorsement buku @viviatal kredibel. Temuan ini menegaskan influencer dengan kemampuan promosi yang baik dan terkenal dapat meningkatkan kredibilitas informasi produk buku di media sosial Instagram. Penelitian ini memberikan rekomendasi bagi para lembaga usaha untuk memanfaatkan endorser seperti @viviatal dalam strategi promosi mereka. The development of information and communication technology produces a product, namely social media. In the midst of the large amount of information circulating requires social media consumers to be more selective in obtaining credible information so that information can be received and useful. Especially in the phenomenon of book endorsements on social media as a hope that each book can be recognized by the wider community, as well as to increase buying interest and reading interest which is beneficial for book industry institutions to libraries. This study aims to examine how the assessment of information credibility of @viviatal book endorsement content from the perspective of Instagram users. The research method used is a correlational method with a quantitative approach. The sample of this study amounted to 100 respondents. The instrument used to collect data is through a questionnaire via the Google Form platform. The sampling technique uses Accidental sampling (non-probability) by choosing who happens to be found and in accordance with the characteristics. The results showed that there is a significant positive relationship between the endorsement of @viviatal books on the assessment of the credibility of consumer information with a correlation value of 0.756, this shows that respondents consider the information endorsed by @viviatal books to be credible. This finding confirms that influencers with good and well-known promotional skills can increase the credibility of book product information on Instagram social media. This research provides recommendations for business institutions to utilize endorsers such as @viviatal in their promotional strategies.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=RKh4cPwAAAAJ&hl=id ID SINTA Dosen Pembimbing: Linda Setiawati: 5995101 Susanti Agustina: 5994966 |
| Uncontrolled Keywords: | Endorsement, Instagram, Kredibilitas Informasi, Media Sosial. Endorsement, Instagram, Information Credibility, Social Media. |
| Subjects: | H Social Sciences > HE Transportation and Communications L Education > L Education (General) Z Bibliography. Library Science. Information Resources > ZA Information resources |
| Divisions: | Fakultas Ilmu Pendidikan > Program Studi Perpustakaan dan Informasi |
| Depositing User: | Muhammad Wega Lazuardi |
| Date Deposited: | 10 Oct 2024 19:21 |
| Last Modified: | 10 Oct 2024 19:21 |
| URI: | http://repository.upi.edu/id/eprint/127179 |
Actions (login required)
 |
View Item |