Peran Sosial Media Influencer dalam Memilih Merek yang Akan Dibeli

Endar Abdi Prakoso; Asmai Ishak

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25 August 2023

Accepted

25 August 2023

Published

28 August 2023

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Abstract

Penelitian ini bertujuan untuk menguji peran sosial media influencer dalam memilih, merekomendasikan, serta niat beli terhadap sebuah merek. Dalam penelitian ini, populasi yang digunakan adalah mng berada di Yogyakarta yang menggunakan sosial media dalam kehidupan sehari – hari. Jumlah sampel sebanyak 195 responden dengan kriteria usia 17-50 tahun yang menggunakan media sosial. Data penelitian diperoleh dengan menggunakan kuesioner secara survey online melalui google form. Teknik analisis data menggunakan Structural Equation Model (SEM) pada progam AMOS 22. Hasil penelitian membuktikan bahwa peran sosial media influencer sangat berpengaruh dalam merekomendasikan, mempengaruhi nilai suatu merek, dan keputusan membeli terhadap sebuah merek.

Keywords

peran sosial media influencer keterlibatan merek nilai yang diharapkan niat pembelian electronic word of mouth

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Prakoso, E. A., & Ishak, A. (2023). Peran Sosial Media Influencer dalam Memilih Merek yang Akan Dibeli. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(3), 249–271. Retrieved from https://journal.uii.ac.id/selma/article/view/30249

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References

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References

Abidin, C. (2015) “Communicative Intimacies: Influencers and Percieved Interconnectedness,” Ada: A Journal of Gender, New Media, and Technology, (8), hal. 1–16. Tersedia pada: https://scholarsbank.uoregon.edu/xmlui/handle/1794/26365.

Al-Debei, M.M. dan Al-Lozi, E. (2014) “Explaining and predicting the adoption intention of mobile data services: A value-based approach,” Computers in Human Behavior, 35, hal. 326–338. Tersedia pada: https://doi.org/10.1016/j.chb.2014.03.011.

Alalwan, A.A. et al. (2016) “Jordanian consumers’ adoption of telebanking: Influence of perceived usefulness, trust and self-efficacy,” International Journal of Bank Marketing, 34(5), hal. 690–709. Tersedia pada: https://doi.org/10.1108/IJBM-06-2015-0093.

Ananda, A.S., Hernández-García, Á. dan Lamberti, L. (2016) “N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations,” Journal of Innovation & Knowledge, 1(3), hal. 170–180. Tersedia pada: https://doi.org/10.1016/j.jik.2016.01.003.

Aninda, N. (2023) Perjalanan Karier Arief Muhammad dari Twitter Receh Hingga Bisnis Miliaran, Hypeabis.id. Tersedia pada: https://hypeabis.id/read/22660/perjalanan-karier-arief-muhammad-dari-twitter-receh-hingga-bisnis-miliaran (Diakses: 20 Agustus 2023).

Arbuckle, J.L. (2014) IBM® SPSS® AmosTM 23 User’s Guide. IBM Corp.; Amos Development Corporation.

Ball-Rokeach, S.J. (1985) “THE ORIGINS OF INDIVIDUAL MEDIA-SYSTEM DEPENDENCY: A Sociological Framework,” Communication Research, 12(4), hal. 485–510. Tersedia pada: https://doi.org/10.1177/009365085012004003.

Ball-Rokeach, S.J., Rokeach, M. dan Grube, J.W. (1984) The Great American Values Test: Influencing Behavior and Belief Through Television. New York: Free Press.

Bao, T. dan Chang, T.S. (2014) “Finding disseminators via electronic word of mouth message for effective marketing communications,” Decision Support Systems, 67, hal. 21–29. Tersedia pada: https://doi.org/10.1016/j.dss.2014.07.006.

Barreda, A.A. et al. (2016) “Online branding: Development of hotel branding through interactivity theory,” Tourism Management, 57, hal. 180–192. Tersedia pada: https://doi.org/10.1016/j.tourman.2016.06.007.

Bataineh, A.Q. (2015) “The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image,” International Journal of Marketing Studies, 7(1), hal. 126–137. Tersedia pada: https://doi.org/10.5539/ijms.v7n1p126.

Brodie, R.J. et al. (2011) “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research,” Journal of Service Research, 14(3), hal. 252–271. Tersedia pada: https://doi.org/10.1177/1094670511411703.

Brown, D. dan Hayes, N. (2007) Influencer Marketing. 1 ed. London: Routledge. Tersedia pada: https://doi.org/10.4324/9780080557700.

Casaló, L. V, Flavián, C. dan Ibáñez-Sánchez, S. (2020) “Influencers on Instagram: Antecedents and consequences of opinion leadership,” Journal of Business Research, 117, hal. 510–519. Tersedia pada: https://doi.org/10.1016/j.jbusres.2018.07.005.

Childers, C.C., Lemon, L.L. dan Hoy, M.G. (2019) “#Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns,” Journal of Current Issues & Research in Advertising, 40(3), hal. 258–274. Tersedia pada: https://doi.org/10.1080/10641734.2018.1521113.

DeFleur, M.L. dan Ball-Rokeach, S.J. (1989) Theories of Mass Communication. New York: Longman.

Erkan, I. dan Evans, C. (2016) “The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption,” Computers in Human Behavior, 61, hal. 47–55. Tersedia pada: https://doi.org/10.1016/j.chb.2016.03.003.

France, C., Merrilees, B. dan Miller, D. (2016) “An integrated model of customer-brand engagement: Drivers and consequences,” Journal of Brand Management, 23, hal. 119–136. Tersedia pada: https://doi.org/10.1057/bm.2016.4.

Ghozali, I. (2016) Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. 8 ed. Semarang: Badan Penerbit Universitas Diponegoro Semarang.

Gogoi, B.J. (2013) “Study of Antecedents of Purchase Intention and its Effect on Brand Loyalty of Private Label Brand of Apparel,” International Journal of Sales and Marketing Management Research and Development, 3(2), hal. 73–86. Tersedia pada: http://www.tjprc.org/publishpapers/2-33-1367497537-6. STUDY OF ANTECEDENTS - full.pdf.

Hahn, K.H.Y. dan Kim, J. (2013) “Salient antecedents of mobile shopping intentions: Media dependency, fashion/brand interest and peer influence,” Journal of Global Fashion Marketing, 4(4), hal. 225–246. Tersedia pada: https://doi.org/10.1080/20932685.2013.817140.

Hennig-Thurau, T. et al. (2004) “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?,” Journal of Interactive Marketing, 18(1), hal. 38–52. Tersedia pada: https://doi.org/`10.1002/dir.10073.

Hsiao, K., Lu, H. dan Lan, W. (2013) “The influence of the components of storytelling blogs on readers’ travel intentions,” Internet Research, 23(2), hal. 160–182. Tersedia pada: https://doi.org/10.1108/10662241311313303.

Hsu, C.-P. et al. (2014) “Basing bloggers’ power on readers’ satisfaction and loyalty,” Online Information Review, 38(1), hal. 78–94. Tersedia pada: https://doi.org/10.1108/OIR-10-2012-0184.

Jiménez-Castillo, D. dan Sánchez-Fernández, R. (2019) “The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention,” International Journal of Information Management, 49, hal. 366–376. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2019.07.009.

Kamboj, S. et al. (2018) “Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response,” International Journal of Information Management, 39, hal. 169–185. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2017.12.001.

Kapitan, S. dan Silvera, D.H. (2016) “From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness,” Marketing Letters, 27, hal. 553–567. Tersedia pada: https://doi.org/10.1007/s11002-015-9363-0.

Keller, K.L. dan Swaminathan, V. (2020) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 5 ed. Harlow: Pearson Education Limited.

Kotler, P. dan Armstrong, G. (2014) Principles of Marketing. 15 ed. Essex: Pearson Education Limited.

Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.

Leckie, C., Nyadzayo, M.W. dan Johnson, L.W. (2018) “Promoting brand engagement behaviors and loyalty through perceived service value and innovativeness,” Journal of Services Marketing, 32(1), hal. 70–82. Tersedia pada: https://doi.org/10.1108/JSM-01-2017-0035.

Lou, C. dan Yuan, S. (2019) “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media,” Journal of Interactive Advertising, 19(1), hal. 58–73. Tersedia pada: https://doi.org/10.1080/15252019.2018.1533501.

Madahi, A. dan Sukati, I. (2012) “The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia,” International Business Research, 5(8), hal. 153–159. Tersedia pada: https://doi.org/10.5539/ibr.v5n8p153.

Magno, F. (2017) “The influence of cultural blogs on their readers’ cultural product choices,” International Journal of Information Management, 37(3), hal. 142–149. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2017.01.007.

Miles, D.A. (2017) A taxonomy of research gaps: Identifying and defining the seven research gaps methodological gap, Doctoral Student Workshop: Finding Research Gaps - Research Methods and Strategies. Dallas. Tersedia pada: https://www.researchgate.net/profile/Sanusi-Sani-Maimagani/post/What-is-a-research-gap-or-knowledge-gap-in-research-and-literature-Is-gap-explored-or-constructed-How-can-gap-in-research-be-identified/attachment/612e5570647f3906fc94fab2/AS%3A10628998501539.

Nurfitriani, A.I. (2021) Pengusaha dan Influencer Terkenal, Inilah Profil Lengkap Arief Muhammad, Karawangpost.com. Tersedia pada: https://karawangpost.pikiran-rakyat.com/selebritas/pr-1422537899/pengusaha-dan-influencer-terkenal-inilah-profil-lengkap-arief-muhammad (Diakses: 20 Agustus 2023).

Purwianti, L. dan Ricarto, T. (2018) “Analisa Faktor-Faktor yang Mempengaruhi Purchase Intention pada Pengguna Smartphone di Batam,” Jurnal Manajemen Maranatha, 18(1), hal. 41–56. Tersedia pada: https://doi.org/10.28932/jmm.v18i1.1095.

Putri, N.W.A.P.A.Y. dan Sharif, O.O. (2021) “The Effect Of Influencer On Engagement, Expected Value, and Purchase Intention,” Jurnal Riset Bisnis Dan Manajemen, 14(2), hal. 53–57. Tersedia pada: https://journal.unpas.ac.id/index.php/jrbm/article/view/3866.

Raza, M.A. et al. (2014) “The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan,” Journal of Public Administration and Governance, 4(3), hal. 1–19. Tersedia pada: https://www.macrothink.org/journal/index.php/jpag/article/view/5846.

Rocamora, A. (2019) “The Labour of Fashion Blogging,” in L. Armstrong dan F. McDowell (ed.) Fashioning Professionals: Identity and Representation at Work In The Creative Industries. London: Bloomsbury Publishing Plc, hal. 65–81. Tersedia pada: https://doi.org/10.5040/9781350001879.ch-004.

Shah, S.S.H. et al. (2012) “The Impact of Brands on Consumer Purchase Intentions,” Asian Journal of Business Management, 4(2), hal. 105–110.

Shiau, W.-L., Dwivedi, Y.K. dan Lai, H.-H. (2018) “Examining the core knowledge on facebook,” International Journal of Information Management, 43, hal. 52–63. Tersedia pada: https://doi.org/10.1016/j.ijinfomgt.2018.06.006.

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Peran Sosial Media Influencer dalam Memilih Merek yang Akan Dibeli

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