HUTAJULU, NOVIANIKA (2021) PENGARUH KOMUNIKASI PERSUASIF PARA AFFILIATE MARKETER TERHADAP PENINGKATAN PENJUALAN PRODUK VIVA DI BELIVIVA.COM (Survei penerapan kognitif, afektif, dan konatif ). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Persuasion has become an alternative that is widely used in communication. The term persuasion means to persuade, invite, or seduce. Persuasive communication has the goal of changing the beliefs, attitudes, or behavior of other individuals or groups by transmitting several messages. This research is very important because in communicating, communicators are not always able to meet face to face with the communicant. That persuasive communication must be focused on the goal, namely to influence others. Attitude is a mental and nervous state of readiness regulated through observations that provide a dynamic or directed influence on individual responses to all objects and situations related to it. Attitude contains three components, namely the cognitive component, the affective component, and the behavioral component. To achieve the research objectives, quantitative research methods are used. The quantitative method can be defined as a postpositivist research method, which is used to examine a certain population or sample, data collection using research instruments, statistical data analysis to test predetermined hypotheses, from the results of a survey conducted on Beliviva.com, affiliate marketers in the DKI Jakarta area. The number of samples used was 75 respondents, with the number of questionnaires as many as 58 questions. Of the 75 respondents, the characteristics of filling out the questionnaire were entirely dominated by women as much as 100% who were over 27 years old as many as 58.7%. Most affiliate marketers have only joined Beliviva.com for about a year. Affiliate marketers also obtained information about the existence of Beliviva.com from social media. The results of hypothesis testing using the T-test in this study also showed the influence of variable X, namely X1, X2, and X3, on variable Y. So it can be said that persuasive communication through affective and conative cognitive applications affects increasing the income of affiliate marketers. From the normality test, the persuasive communication variable on the sales increase variable, the significance value is 0.140. This number is greater than 0.05. Therefore, the residual value of the variables in this study is normally distributed. Based on the research results, the advice that can be given to Beliviva.com is that it is better to maintain and increase knowledge about persuasive communication to affiliate marketers. With the increase in persuasive communication skills, it is hoped that in line with the increase in these affiliates' income. Keywords: Persuasive Communication, Affiliate Marketer, Surveys. Persuasi telah menjadi alternatif yang banyak digunakan dalam komunikasi. Istilah persuasi berarti membujuk, mengundang, atau merayu. Komunikasi persuasif memiliki tujuan untuk mengubah keyakinan, sikap, atau perilaku individu atau kelompok lain dengan mengirimkan beberapa pesan. Penelitian ini sangat penting karena dalam berkomunikasi, komunikator tidak selalu dapat bertatap muka dengan komunikan. Komunikasi persuasif itu harus difokuskan pada tujuan yaitu mempengaruhi orang lain. Sikap adalah keadaan kesiapan mental dan saraf yang diatur melalui pengamatan yang memberikan pengaruh dinamis atau terarah pada respons individu terhadap semua objek dan situasi yang terkait dengannya. Sikap mengandung tiga komponen yaitu komponen kognitif, komponen afektif, dan komponen perilaku. Untuk mencapai tujuan penelitian digunakan metode penelitian kuantitatif. Metode kuantitatif dapat diartikan sebagai metode penelitian post postivisme, yang digunakan untuk meneliti populasi atau sampel tertentu, pengumpulan data menggunakan instrumen penelitian, analisis data statistik untuk menguji hipotesis yang telah ditentukan, dari hasil survei yang dilakukan di Beliviva.com, affiliate marketer di wilayah DKI Jakarta. Jumlah sampel yang digunakan sebanyak 75 responden, dengan jumlah kuesioner sebanyak 58 pertanyaan. Dari 75 responden, karakteristik pengisian kuesioner seluruhnya didominasi oleh perempuan sebanyak 100% yang berusia di atas 27 tahun sebanyak 58,7%. Sebagian besar affiliate marketer baru bergabung dengan Beliviva.com selama kurang lebih satu tahun. Affiliate marketer juga mendapatkan informasi tentang keberadaan Beliviva.com dari media sosial. Hasil pengujian hipotesis dengan menggunakan uji-t pada penelitian ini juga menunjukkan adanya pengaruh variabel X yaitu X1, X2, dan X3 terhadap variabel Y. Sehingga dapat dikatakan bahwa komunikasi persuasif melalui aplikasi kognitif afektif dan konatif berpengaruh terhadap peningkatan pendapatan affiliate marketer. Dari uji normalitas, variabel komunikasi persuasif terhadap variabel peningkatan penjualan, nilai signifikansi 0,140. Angka ini lebih besar dari 0,05. Dengan demikian nilai residual variabel dalam penelitian ini berdistribusi normal. Berdasarkan hasil penelitian, saran yang dapat diberikan kepada Beliviva. com adalah lebih baik memelihara dan menambah pengetahuan tentang komunikasi persuasif kepada affiliate marketer. Dengan meningkatnya kemampuan komunikasi persuasif diharapkan sejalan dengan peningkatan pendapatan affiliate marketer tersebut. Kata kunci: komunikasi persuasif, affiliate marketer, survei.
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