PENGARUH YOUTUBER JEROME POLIN PADA AKUN INSTAGRAM @JEROMEPOLIN TERHADAP MINAT BELI KONSUMEN MENANTEA

MANYU, ABI (2023) PENGARUH YOUTUBER JEROME POLIN PADA AKUN INSTAGRAM @JEROMEPOLIN TERHADAP MINAT BELI KONSUMEN MENANTEA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Jerome Polin is a content creator from Indonesia who is famous for his students studying in Japan, content about Mathematics and also one of the alumni of Waseda University in Japan. Over time, Jerome with Jehian and another team created a brand, namely Menantea, which was established since the Covid 19 pandemic and for 7 months managed to establish 125 outlets in various places in Indonesia. The purpose of this study was to determine whether or not there was an influence from Jerome Polin's Instagram Story on the @jeromepolin Instagram account on Menantea consumers' buying interest. Jerome Polin's Instagram Story is considered to be able to influence Buying Interest in selling Menantea products. The theory used in this study includes VisCAP which consists of 4 dimensions namely, Visbillity, Capability, Attraction, and, Power. In addition, there is the concept of Buying Interest with its dimensions, namely, Transactional Interest, Referential Interest, Preferential Interest, and Explorative Interest. In this study the paradigm used is positivism with the method used is a quantitative descriptive survey. The population taken is followers of Jerome Polin's Instagram account of 7.2 million followers (21 April 2023), and the sample taken is 100 respondents obtained from the Taro Yamane formula and the questionnaire is distributed to get responses to the influence of Jerome Polin's Instagram story on purchase intention Menantea. Based on the results of the questionnaire research, it proves that the Instagram story account @jeromepolin has a 43.3% influence on buying interest for Menantea consumers. This means that the respondents in this study agree that Jerome Polin's Instagram Story has an influence on Menantea consumers' buying interest. Keywords: VisCAP, Purchase Intention, Menantea, Jerome, Instagram Jerome Polin merupakan konten kreator asal Indonesia yang terkenal dikarenakan mahasiswa yang kuliah di Jepang, konten tentang Matematika dan juga salah satu alumni Universitas Waseda di Jepang. Seiring berjalannya waktu, Jerome bersama Jehian dan tim lainnya membuat sebuah brand yaitu Menantea, yang berdiri sejak pandemi covid 19 dan selama 7 bulan berhasil mendirikan sebanyak 125 gerai di berbagai provisi di Indonesia. Tujuan dari penelitian ini adalah untuk mengetahui ada atau tidaknya pengaruh dari Instagram Story Jerome Polin pada akun Instagram @jeromepolin terhadap Minat Beli konsumen Menantea. Instagram Story Jerome Polin dinilai dapat mempengaruhi Minat Beli dalam penjualan produk Menantea. Teori yang digunakan dalam penelitian ini antara lain adalah VisCAP yang terdiri dari 4 dimensi yaitu, Visibillity, Capabillity, Attraction, dan, Power. Selain itu terdapat konsep Minat Beli dengan dimensinya yaitu, Minat Transaksional, Minat Referensial, Minat Preferensial, dan Minat Eksploratif. Dalam penelitian ini paradigma yang digunakan adalah positivisme dengan metode yang digunakan adalah deskriptif kuantitatif survei sampel. Populasi yang diambil merupakan pengikut akun instagram Jerome Polin sebesar 7,2 juta pengikut (21 april 2023), dan sampel yang diambil adalah 100 responden yang didapatkan dari rumus taro yamane dan kuesioner tersebut disebarkan untuk mendapatkan tanggapan terhadap pengaruh instagram story Jerome Polin terhadap Minat beli Menantea. Berdasarkan hasil penelitian kuesioner membuktikan bahwa akun instagram story @jeromepolin memberikan pengaruh sebesar 43,3% dalam minat beli terhadap konsumen Menantea. Artinya, responden dalam penelitian ini setuju bahwa instagram Story Jerome Polin memiliki pengaruh terhadap minat beli konsumen Menantea. Kata Kunci : VisCAP, Minat Beli, Menantea, Jerome, Instagram

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 23 040
Call Number: SK/43/23/031
NIM/NIDN Creators: 44319010008
Uncontrolled Keywords: VisCAP, Minat Beli, Menantea, Jerome, Instagram
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Andriyani
Date Deposited: 14 Oct 2023 03:15
Last Modified: 14 Oct 2023 03:15
URI: http://repository.mercubuana.ac.id/id/eprint/81458

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