Artikel Ilmiah : C1H015021 a.n. MUHAMMAD WILDAN
| NIM | C1H015021 |
|---|---|
| Namamhs | MUHAMMAD WILDAN |
| Judul Artikel | THE EFFECT OF SOCIAL MEDIA INFLUENCER TOWARDS BRAND IMAGE, SELF CONCEPT AND PURCHASE INTENTION (STUDY OF APPLE’S IPHONE VIDEO REVIEW BY GADGETIN) |
| Abstrak (Bhs. Indonesia) | Abstrak Fenomena digital marketing saat ini banyak bermunculan media sosial. Banyak merek secara besar-besaran menggunakan influencer media sosial untuk mempromosikan merek mereka. Salah satu vlogger gadget dengan rating teratas adalah GadgetIn, saat ini GadgetIn sudah memiliki 9,43 juta pelanggan, total penonton 2 miliar, dan rata-rata penonton 1,4 juta per video. Penelitian diselesaikan secara kuantitatif dengan menggunakan metode survei, menggunakan kuesioner sebagai alat untuk memperoleh data, dan pertanyaan survei akan dibagikan secara online menggunakan Google Sheets. Teknik pengambilan sampel dalam penelitian ini menggunakan non-probability sampling, dengan teknik accidental sampling terhadap 96 responden. Analisis data dilakukan dengan menggunakan model persamaan struktural-partial least square (SEM-PLS) untuk mengukur pengaruh variabel social media influencer, brand image, dan konsep diri terhadap niat beli. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara variabel social media influencer dan variabel brand image, terdapat pengaruh positif antara variabel social media marketing terhadap variabel konsep diri, terdapat pengaruh positif antara variabel brand image terhadap niat beli. dan terdapat pengaruh positif antara variabel konsep diri terhadap niat beli. |
| Abtrak (Bhs. Inggris) | The current phenomenon of digital marketing is that there are many social media that have sprung up. Many brands are massively using social media influencers to promote their brands. One of the top-rated gadget vloggers is GadgetIn, currently GadgetIn already has 9.43 million subscribers, 2 billion total viewers, and an average viewer of 1.4 million per video. The research was completed quantitatively using a survey method, using a questionnaire as a tool to obtain data, and survey questions will be shared online using Google Sheets. The sampling technique in this study used non-probability sampling, with an accidental sampling technique toward 96 respondents. Data analysis was carried out using the structural equation model-partial least square (SEM-PLS) to measure the influence of social media influencer, brand image, and self-concept variables on purchase intention. The results of the study show that there is a positive influence between social media influencer variables and brand image variables, there is a positive influence between social media marketing variables on self concept variables, there is a positive influence between brand image variables on the purchase intention variable, and there is a positive influence between the self concept variable on the purchase intention. |
| Kata kunci | Social media marketing, Brand image, Self concept, Purchase Intention, Youtube |
| Pembimbing 1 | Dr.Weni Novandari, S.E, M.M |
| Pembimbing 2 | Dr. Nur Choirul Afif, S.E |
| Pembimbing 3 | |
| Tahun | 2022 |
| Jumlah Halaman | 10 |
| Tgl. Entri | 2022-12-26 19:22:15.890731 |