PENGARUH TERPAAN CONTENT MARKETING INSTAGRAM MELALUI ELECTRONIC WORD OF MOUTH TERHADAP PRICE PERCEPTION PENGIKUT AKUN @SEPATUCOMPASS

Muhamad Ziyad Faiz Asshidqi, - and Johar Permana, - and Mina Holilah, - (2025) PENGARUH TERPAAN CONTENT MARKETING INSTAGRAM MELALUI ELECTRONIC WORD OF MOUTH TERHADAP PRICE PERCEPTION PENGIKUT AKUN @SEPATUCOMPASS. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Fenomena meningkatnya minat masyarakat terhadap produk lokal, khususnya sneakers yang diiringi dengan munculnya persepsi negatif terhadap harga produk brand lokal seperti Compass yang dianggap overpriced menjadi latar belakang pada penelitian ini. Akun Instagram @sepatucompass menjadi media promosi produk dengan menerapkan strategi content marketing dimana dalam publikasi kontennya dapat menimbulkan beragam opini dan persepsi harga pengikut akun tersebut terhadap produk sepatu Compass. Penelitian ini bertujuan untuk menganalisis pengaruh terpaan content Marketing Instagram terhadap price perception pengikut akun @sepatucompass melalui elctronic word of mouth sebagai variabel mediasi. Penelitian ini menggunakan pendekatan metode kuantitatif dengan metode pengumpulan data kuisioner yang disebar kepada 400 responden pengikut akun @sepatucompass. Teknik analisis data pada penelitian ini menggunakan analisis data statistik inferensial. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang signifikan pada Terpaan Content Marketing Instagram terhadap Price Perception Pengikut Akun @sepatucompass melalui Electronic Word of Mouth dengan nilai regresi variabel mediator sebesar 0.353. Simpulan dari penelitian ini adalah publikasi content marketing yang dilakukan Compass di Instagramnya cenderung menurunkan persepsi harga pengikutnya yang dimana pembentukan persepsi harga tersebut didukung juga oleh komentar terkait pengalaman pribadi dari pengikut lainnya. Kata Kunci: Content Marketing, Electronic Word of Mouth, Instagram, Price Perception, Pengikut Akun @sepatucompass The phenomenon of increasing public interest in local products, particularly sneakers, accompanied by the emergence of negative perceptions regarding the prices of local brand products such as Compass, which are considered overpriced, serves as the backdrop for this study. The Instagram account @sepatucompass serves as a promotional platform for products by implementing a content marketing strategy, where the content published can elicit diverse opinions and price perceptions among the account’s followers regarding Compass shoes. This study aims to analyze the influence of Instagram content marketing exposure on the price perception of @sepatucompass account followers through electronic word of mouth as a mediating variable. This study uses a quantitative approach with a questionnaire data collection method distributed to 400 respondents who are followers of the @sepatucompass account. The data analysis technique in this study uses inferential statistical data analysis. The results of this study indicate that there is a significant influence of Instagram content marketing exposure on the price perception of followers of the @sepatucompass account through electronic word of mouth, with a regression value of the mediator variable of 0.353. The conclusion of this study is that the content marketing publications conducted by Compass on its Instagram account tend to lower the price perception of its followers, where the formation of this price perception is also supported by comments related to the personal experiences of other followers. Keywords: Content Marketing, Electronic Word of Mouth, Instagram, Price Perception, Followers of the @sepatucompass Account

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Johar Permana: 5991886 Mina Holilah: 6146978
Uncontrolled Keywords:	Content Marketing, Electronic Word of Mouth, Instagram, Price Perception, Pengikut Akun @sepatucompass Content Marketing, Electronic Word of Mouth, Instagram, Price Perception, Followers of the @sepatucompass Account
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce P Language and Literature > P Philology. Linguistics
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User:	Muhamad Ziyad Faiz Asshidqi
Date Deposited:	09 Oct 2025 04:10
Last Modified:	09 Oct 2025 04:10
URI:	http://repository.upi.edu/id/eprint/142710

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