MUSTIKA, YHOLANDA (2025) PENGARUH INFLUENCER "SASHFIR" TERHADAP KEPUTUSAN PEMBELIAN PRODUK BRAND "LAFIYE" (Survey pada followers akun instagram @Sashfir). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to determine whether Influncer Marketing Vira Assegaf (Sashfir) influences purchasing decisions on the Lafiye Product Brand among Sashfir Followers. This study uses Influncer Marketing theory with dimensions (Visibility, Credibility, Attraction, Power) in influencing purchasing decisions. As well as seeing which factor is the most dominant in the influence of Sashfir Influncer on purchasing decisions for Lafiye products (Survey on @Sashfir Instagram Account followers) whether Emotional, Social, quality, and Social Value. This study uses a positivistic paradigm quantitative approach, with a survey method distributed through a questionnaire to Sasfir Followers, from a population of 814,171 Followers on the Sashfir Instagram account as of July 2024, a sample of 100 Respondents. The withdrawal of sample research uses Purposive Sampling technique based on certain considerations such as population characteristics or traits that are already known in advance, using the Slovin formula. The data analysis techniques used are correlation coefficient, coefficient of determination analysis, simple linear regression analysis, and T test hypothesis testing using the SPSS 30 program. Based on the results of the study, there is a relationship or a high correlation coefficient value between the Influencer variable (X) and the Purchasing Decision (Y), which is 0.769, it is stated that there is a strong and significant relationship influence. Influencer marketing has an influence of 76.9% on purchasing decisions while 0.231 is another factor. And the results of hypothesis testing with the T value obtained of 11.917> t table 2.365 which states that Influencer Marketing has a significant effect on Purchasing Decisions. The results of this study also show that the emotional value of 4.49 and credibility of 4.38 are the most dominant dimensions in purchasing decisions. Sashfir's emotional attachment and credibility play a major role in building consumer trust in Lafiye. Keywords: Marketing Communication, Influencer Marketing, Purchase Decision, Lafiye. Tujuan penelitian ini adalah untuk mengetahui Apakah Influncer Marketing Vira Assegaf (Sashfir) mempengaruhi keputusan pembelian pada Brand Produk Lafiye di kalangan Followers Sashfir. Penelitian ini menggunakan teori Influncer Marketing dengan dimensi (Visibility, Credibility, Attraction, Power) dalam mempengaruhi keputusan pembelian. Serta melihat faktor mana yang paling dominan terhadap pengaruh Influncer Sashfir terhadap keputusan pembelian produk Lafiye (Survey Pada followers Akun Instagram @Sashfir) apakah Nilai Emosional, Sosial, kualitas, dan Sosial. Penelitian ini menggunakan paradigma positivistik pendekatan kuantitatif, dengan metode survey disebarkan melalui kuesioner pada Followers Sasfir, dari populasi 814.171 Followers pada akun Instagram Sashfir per-Juli 2024, sampel sebanyak 100 Responden. Penarikan penelitian sampel menggunakan teknik Purposive Sampling dengan berdasarkan atas suatu pertimbangan tertentu seperti ciri populasi ataupun sifat yang sudah diketahui sebelumnya, menggunakan rumus Slovin. Teknik analisis data yang digunakan yaitu koefisien korelasi, analisis koefisien determinasi, analisis regtresi linear sederhana, dan uji hipotesis uji T. Dengan menggunakan program SPSS 30. Berdasarkan hasil penelitian terdapat hubungan atau nilai koefisien korelasi yang tinggi antara variabel Influencer (X) dan Keputusan Pembelian (Y) yaitu sebesar 0,769 dinyatakan adanya pengaruh hubungan yang kuat dan signifikan. Influencer marketing memberikan pengaruh sebesar 76,9% terhadap keputusan pembelian sebesar 0,231 merupakan faktor lain. Dan hasil uji hipotesis dengan nilai T yang didapat sebesar 11.917 > t tabel 2,365 yang dinyatakan bahwa Influencer Marketing berpengaruh secara signifikan terhadap Keputusan Pembelian. Hasil penelitian ini juga menunjukkan bahwa nilai emosional 4,49 dan kredibilitas 4,38 adalah dimensi paling dominan dalam keputusan pembelian. Keterikatan emosional dan kredibilitas Sashfir berperan utama dalam membangun kepercayaan konsumen terhadap Lafiye. Kata Kunci: Marketing Communication, Influencer Marketing, Keputusan Pembelian, Lafiye.
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