AZIZAH, NAILLA (2023) PENGARUH KREDIBILITAS INFLUENCER CHEF ARNOLD TERHADAP MINAT BELI PRODUK KANZLER PADA MEDIA SOSIAL INSTAGRAM (Survey terhadap followers instagram @arnoldpo). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine how influential chef Arnold's influencer marketing is on Instagram social media on the intention to buy Kanzler products. data analysis is quantitative/statistical in nature, with the aim of testing the established hypotheses. This type of research is descriptive quantitative. Specifically, the research method used in this research is a survey method. The survey method is research that does not make any changes (no special treatment) to the variables studied. Based on the test of the coefficient of determination, an R (correlation) of 0.707 is obtained, which means it shows the level of "strong" relationship between variables X and variable Y because the number 0.707 is between 0.60 - 0.799. And obtained R Square of 0.500 or 50%. This value indicates that the Influencer Marketing variable can be explained by the Buying Interest variable by 50%, while the rest is explained by other variables outside the model. So it can be concluded that the influence of Influencer Marketing Chef Arnold on Instagram Social Media on Interest in Buying Kanzler Products has an effect of 50%. Based on the data above, a significance value of 0.000 <0.05 indicates that the relationship between influencer marketing chef Arnold on Instagram social media and interest in buying Kanzler products is significant. Keywords: Influencer Credibility, Purchase Intention, Kanzler Products Penelitian ini bertujuan untuk mengetahui seberapa pengaruh influencer marketing chef Arnold pada media sosial instagram terhadap minat beli produk Kanzler. analisis data bersifat kuantitatif/ statistik, dengan tujuan untuk menguji hipotesis yang telah ditetapkan. Jenis penelitian ini kuantitatif deskriptif. Secara spesifik metode penelitian yang digunakan dalam penelitian ini adalah metode survei. Metode survei adalah penelitian yang tidak melakukan perubahan apapun (tidak ada perlakuan khusus) pada variabel yang diteliti. Berdasarkan uji koefisien determinasi, diperoleh R (korelasi) sebesar 0,707 yang berarti menunjukan tingkat hubungan “kuat” antara variabel X dan variabel Y karena angka 0,707 berada di antara 0,60 - 0,799. Dan diperoleh R Square sebesar 0,500 atau sebesar 50%. Nilai tersebut menunjukkan bahwa variabel Influencer Marketing dapat dijelaskan oleh variabel Minat Beli sebesar 50%, sedangkan sisanya dijelaskan oleh variabel lain diluar model. Maka dapat ditarik kesimpulan bahwa Pengaruh Influencer Marketing Chef Arnold Pada Media Sosial Instagram Terhadap Minat Beli Produk Kanzler berpengaruh sebesar 50%. Berdasarkan data di atas nilai signifikansi 0,000 < 0,05, hal ini menunjukkan bahwa hubungan antara influencer marketing chef Arnold pada media social instagram dengan minat beli produk kanzler adalah signifikan. Kata Kunci : Kredibilitas Influencer, Minat Beli, Produk Kanzler
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PKP. 23 044 |
| NIM/NIDN Creators: | 44318010013 |
| Uncontrolled Keywords: | Kredibilitas Influencer, Minat Beli, Produk Kanzler |
| Subjects: | 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 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 14 Oct 2023 07:45 |
| Last Modified: | 15 Mar 2024 05:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/82512 |
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