CHAERULLAH, MUHAMAD DZAKI (2026) PENGARUH TERPAAN KONTEN PEMASARAN VIDEO ENDORSEMENT FADIL JAIDI DI INSTAGRAH TERHADAP MINAT BELI USIA GENERASI Z. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
Cover.pdf Download (635kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB 1.pdf Restricted to Registered users only Download (367kB) |
|
|
Text (BAB II)
BAB 2.pdf Restricted to Registered users only Download (311kB) |
|
|
Text (BAB III)
BAB 3.pdf Restricted to Registered users only Download (258kB) |
|
|
Text (BAB IV)
BAB 4.pdf Restricted to Registered users only Download (428kB) |
|
|
Text (BAB V)
BAB 5.pdf Restricted to Registered users only Download (144kB) |
|
|
Text (DAFTAR PUSTAKA)
Daftar Pustaka.pdf Restricted to Registered users only Download (217kB) |
|
|
Text (LAMPIRAN)
Lampiran.pdf Restricted to Registered users only Download (546kB) |
Abstract
This study is motivated by the development of Instagram as a marketing communication medium utilized by influencers to convey promotional messages through video endorsement content. Fadil Jaidi is one of the influencers who actively conducts endorsement activities through his Instagram account, @fadiljaidi, characterized by creative, entertaining, and informative message delivery. The endorsement content examined in this study was delivered through Instagram Stories, which have the characteristic of being temporary and available for 24 hours. This condition causes the level of exposure to the content received by each follower to vary in terms of frequency, duration, and attention to the content. This study aims to determine the effect of exposure to Fadil Jaidi’s video endorsement marketing content on Instagram on Generation Z’s purchase intention. This research employs a quantitative approach using a survey method involving 100 Generation Z respondents who are followers of the Instagram account @fadiljaidi. The main theory used in this study is Media Exposure Theory, with the indicators of frequency, duration, and attention. Meanwhile, purchase intention is measured through cognitive and affective aspects. Data analysis was conducted using validity tests, reliability tests, correlation analysis, simple linear regression, t-test, and coefficient of determination. The results show that exposure to Fadil Jaidi’s video endorsement marketing content on Instagram has a positive and significant effect on Generation Z’s purchase intention. This is evidenced by the calculated t-value of 16.709, which is greater than the t-table value of 1.984, with a significance value of 0.000 < 0.05. The R² value of 0.740 indicates that exposure to video endorsement marketing content contributes 74% to Generation Z’s purchase intention, while the remaining 26% is influenced by other factors outside this study. Therefore, the higher the exposure to Fadil Jaidi’s endorsement content, the higher Generation Z’s purchase intention. Keyword: Content Exposure,Fadil Jaidi, Instagram, Purchasing Interest, Generation Z Penelitian ini dilatarbelakangi oleh perkembangan Instagram sebagai media komunikasi pemasaran yang dimanfaatkan oleh influencer untuk menyampaikan pesan promosi melalui konten video endorsement. Fadil Jaidi merupakan salah satu influencer yang aktif melakukan kegiatan endorsement melalui akun Instagram @fadiljaidi dengan karakteristik penyampaian pesan yang kreatif, menghibur, dan informatif. Konten endorsement yang menjadi objek penelitian disampaikan melalui Instagram Story yang memiliki karakteristik tayangan sementara selama 24 jam. Kondisi tersebut menyebabkan tingkat terpaan konten yang diterima oleh setiap followers dapat berbeda, baik dari segi frekuensi, durasi, maupun perhatian terhadap konten. Penelitian ini bertujuan untuk mengetahui pengaruh terpaan konten pemasaran video endorsement Fadil Jaidi di Instagram terhadap minat beli Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden Generasi Z yang merupakan followers akun Instagram @fadiljaidi. Teori utama yang digunakan dalam penelitian ini adalah Teori Terpaan Media (Media Exposure), dengan indikator frekuensi, durasi, dan atensi. Sementara itu, minat beli diukur melalui aspek kognitif dan afektif. Analisis data dilakukan melalui uji validitas, uji reliabilitas, analisis korelasi, regresi linear sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa terpaan konten pemasaran video endorsement Fadil Jaidi di Instagram berpengaruh positif dan signifikan terhadap minat beli Generasi Z. Hal tersebut dibuktikan dengan nilai t hitung sebesar 16,709 yang lebih besar dari t tabel sebesar 1,984, serta nilai signifikansi sebesar 0,000 < 0,05. Nilai R² sebesar 0,740 menunjukkan bahwa terpaan konten pemasaran video endorsement memberikan pengaruh sebesar 74% terhadap minat beli Generasi Z, sedangkan 26% lainnya dipengaruhi oleh faktor lain di luar penelitian ini. Dengan demikian, semakin tinggi terpaan konten endorsement Fadil Jaidi, semakin tinggi pula minat beli Generasi Z. Kata Kunci: Terpaan Media, Fadil Jaidi, Instagram, Minat Beli, Generasi Z.
Actions (login required)
 |
View Item |
