SEFTIANI, KHAFIFAH (2025) PENGARUH DAYA TARIK INFLUENCER PADA BRAND LAFIYE TERHADAP MINAT BELI PRODUK HIJAB LAFIYE (Survei pada Followers Instagram @sashfir). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 Cover.pdf Download (326kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 Bab 1.pdf Restricted to Registered users only Download (389kB) |
|
|
Text (BAB II)
03 Bab 2.pdf Restricted to Registered users only Download (283kB) |
|
|
Text (BAB III)
04 Bab 3.pdf Restricted to Registered users only Download (353kB) |
|
|
Text (BAB IV)
05 Bab 4.pdf Restricted to Registered users only Download (423kB) |
|
|
Text (BAB V)
06 Bab 5.pdf Restricted to Registered users only Download (52kB) |
|
|
Text (DAFTAR PUSTAKA)
07 Daftar Pustaka.pdf Restricted to Registered users only Download (118kB) |
|
|
Text (LAMPIRAN)
08 Lampiran.pdf Restricted to Registered users only Download (1MB) |
Abstract
Influencer-based marketing strategies must be designed to build emotional connections with the audience through strong appeal. Effective influencer appeal can create a positive brand perception and drive consumer purchase decisions. Promotional content that is engaging and relevant serves as a stimulus that emotionally influences the audience, resulting in increased purchase intention. This research is based on the Elaboration Likelihood Model (ELM) theory, which describes how an influencer's attractiveness can impact purchasing decisions through information processing mechanisms. In this study, influencer attractiveness is examined through four key aspects: Physical Attractiveness, Similarity, Personality, and Expertise, serving as the independent variable. Meanwhile, purchase intention is analyzed using four dimensions: Transactional, Referential, Preferential, and Exploratory Intention. The study adopts a positivist paradigm, utilizing a survey method with a quantitative approach. The sampling technique follows non-probability sampling with a purposive sampling method. The sample size was determined using the Slovin formula with a 10% precision, resulting in 100 respondents. The findings reveal a strong correlation between influencer attractiveness and purchase intention, with a correlation coefficient of 0.837. Statistical analysis results indicate that the t-score of 15.169 exceeds the ttable value of 1.984, with a significance level of 0.000 (less than 0.05). These results confirm that the null hypothesis (Ho) is rejected, leading to the conclusion that influencer attractiveness has a significant and positive impact on the purchase intention of Lafiye hijab products. Keywords: Influencer, attractiveness, purchase intention, social media, digital marketing Strategi pemasaran berbasis influencer harus dirancang untuk membangun kedekatan emosional dengan audiens melalui daya tarik yang kuat. Daya Tarik Influencer yang efektif dapat menciptakan persepsi positif terhadap suatu merek dan mendorong keputusan pembelian konsumen. Stimulus berupa konten promosi yang menarik dan relevan mampu mempengaruhi audiens secara emosional, sehingga menghasilkan respons berupa peningkatan minat beli. Penelitian ini berlandaskan teori Elaboration Likelihood Model (ELM), yang menjelaskan bagaimana daya tarik seorang influencer dapat mempengaruhi keputusan pembelian melalui proses pemrosesan informasi. Dalam penelitian ini, daya tarik influencer dikaji berdasarkan empat aspek utama, yaitu Physical Attractiveness (penampilan fisik), Similarity (kesamaan), Personality (kepribadian), dan Expertise (keahlian), yang berperan sebagai variabel independen. Sementara itu, minat beli dianalisis menggunakan empat dimensi, yakni Minat Transaksional, Referensial, Preferensial, dan Eksploratif. Penelitian ini menerapkan paradigma positivisme dengan menggunakan metode survei dan pendekatan kuantitatif. Teknik pengambilan sampel dilakukan melalui non-probability sampling dengan metode purposive sampling. Sampel ditentukan menggunakan rumus Slovin dengan presisi yang ditetapkan sebesar 10%, sehingga diperoleh 100 responden. Hasil penelitian menunjukkan bahwa daya tarik influencer memiliki hubungan yang sangat kuat dengan minat beli, dengan nilai korelasi sebesar 0,837. Hasil analisis statistik menunjukkan bahwa nilai t-hitung sebesar 15,169 lebih tinggi daripada t-tabel yang bernilai 1,984, dengan tingkat signifikansi sebesar 0,000 (lebih kecil dari 0,05). Berdasarkan temuan ini, hipotesis nol (Ho) ditolak, sehingga dapat disimpulkan bahwa daya tarik influencer memberikan pengaruh yang signifikan dan positif terhadap minat beli produk hijab Lafiye.. Kata kunci: Influencer, daya tarik, minat beli, media sosial, pemasaran digital
Actions (login required)
 |
View Item |
