Ramadina, Raysa Farah Mumtaz (2024) Modifikasi Model Social Media Influencer Value dan Pengaruh Kredibilitas Informasi Pada Food Vloggers Terhadap Social Commerce Intention Menggunakan Partial Least Square-Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 5026201050-Undergraduate_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
5026201050-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 October 2026. Download (5MB) | Request a copy |
Abstract
Konteks: Industri F&B Indonesia berkontribusi signifikan terhadap pertumbuhan ekonomi dan budaya kuliner, yang semakin berkembang melalui inovasi produk dan promosi efektif di media sosial oleh food vloggers sehingga meningkatkan minat dan permintaan konsumen. Di Indonesia, penggunaan media sosial aktif mengalami peningkatan jumlah yang pesat. Salah satu tren media sosial yang populer adalah media sosial yang menampilkan video berdurasi pendek atau short-video apps seperti TikTok. TikTok sangat populer di kalangan muda, menawarkan peluang bagi industri pemasaran untuk memanfaatkan influencer marketing. Social Media Influencers (SMI), termasuk food vloggers, menjadi media yang ampuh untuk promosi produk F&B, yang berperan besar dalam pertumbuhan ekonomi dan budaya kuliner Indonesia. Meski penelitian tentang SMI dan pengaruhnya terhadap audiens sudah sering dilakukan, studi khusus tentang food vloggers dan konten mereka di TikTok masih terbatas. Oleh sebab itu, perlu dilakukan studi untuk mengetahui bagaimana pengaruh food vloggers dapat menjadi suatu media promosi yang membantu mendukung industri F&B.
Permasalahan: Industri F&B berkembang pesat, didorong oleh meningkatnya penggunaan media sosial, terutama TikTok, dan dukungan food vloggers. Pengusaha F&B harus terus berinovasi untuk mempertahankan dan menarik pelanggan baru karena tren dalam bisnis ini berubah cepat. Untuk memasarkan produk dan menjangkau lebih banyak konsumen, F&B perlu memahami tren media sosial dan menggunakan food vloggers sebagai media promosi. Namun, tidak semua food vloggers efektif dalam memikat konsumen dan meningkatkan penjualan. Oleh karena itu, pemasar F&B harus memilih food vloggers yang tepat dan food vloggers harus meningkatkan aspek reliabilitas diri mereka kepada audiensnya untuk bekerja sama dengan penjual produk F&B. Maka, perlu penelitian lebih lanjut diperlukan untuk mengetahui faktor-faktor yang memengaruhi sikap dan social commerce intention audiens food vloggers di TikTok.
Tujuan: Penelitian bertujuan untuk memberikan saran dan rekomendasi bagi food vloggers TikTok terkait faktor-faktor yang memengaruhi sikap audiens terhadap konten video pendek dan merek produk F&B yang dipromosikan, sehingga berpengaruh pada social commerce intention mereka. Selain itu, penelitian ini juga memberikan wawasan bagi pengusaha F&B di Indonesia dalam memanfaatkan food vloggers TikTok sebagai media pemasaran.
Metode: Metode penelitian yang digunakan adalah Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan model Social Media Influencer Value (SMIV) sebagai acuan dalam menambahkan variabel tambahan yaitu information credibility. Pengumpulan data dilakukan dengan menyebarkan kuesioner online kepada paling sedikit 200 pengguna platform video pendek TikTok yang merupakan audiens dari food vloggers TikTok.
Hasil: Dari empat komponen sumber kredibilitas, hanya expertise, trustworthiness, dan attractiveness yang berpengaruh signifikan terhadap information credibility. Similarity berpengaruh positif, tetapi kurang signifikan. Informative value dan information credibility berpengaruh signifikan terhadap video attitude dan brand attitude. Entertainment value juga berpengaruh signifikan terhadap video attitude, tetapi tidak signifikan terhadap brand attitude. Brand attitude berpengaruh signifikan terhadap social shopping dan social sharing intention, tetapi video attitude ditemukan berpengaruh signifikan terhadap kedua variabel tersebut.
Nilai Tambah: Penelitian ini diharapkan dapat memberikan data dan analisis tentang faktor-faktor yang memengaruhi sikap dan social commerce intention audiens food vloggers di TikTok, serta memberikan rekomendasi kepada food vloggers dan industri F&B untuk memanfaatkan food vloggers sebagai media promosi.
=================================================================================================================================
Context: The Indonesian F&B industry contributes significantly to economic growth and culinary culture, which is increasingly developing through product innovation and effective promotions on social media by food vloggers, thereby increasing consumer interest and demand. In Indonesia, the number of active social media users has increased rapidly. One of the popular social media trends is social media that displays short videos or short-video apps such as TikTok. TikTok is extremely popular among young people, offering the marketing industry an opportunity to capitalize on influencer marketing. Social Media Influencers (SMI), including food vloggers, are a powerful medium for promoting F&B products, which play a major role in the growth of Indonesia's economic and culinary culture. Although research on SMI and its influence on audiences has often been conducted, specific studies on food vloggers and their content on TikTok are still limited. Therefore, it is necessary to conduct a study to find out how the influence of food vloggers can become a promotional medium that helps support the F&B industry.
Problem: The F&B industry is growing rapidly, driven by the increasing use of social media, especially TikTok, and the support of food vloggers. F&B entrepreneurs must continue to innovate to retain and attract new customers because trends in this business change rapidly. To market products and reach more consumers, F&B needs to understand social media trends and use food vloggers as promotional media. However, not all food vloggers are effective in attracting consumers and increasing sales. Therefore, F&B marketers must choose the right food vloggers and food vloggers must increase their trust aspect toward their audience to work with F&B product sellers. Further research is needed to determine the factors that influence the attitudes and social commerce intentions of food vloggers' audiences on TikTok.
Objective: The research aims to provide suggestions and recommendations for TikTok food vloggers regarding factors that influence the audience's attitude towards short video content and the F&B product brands being promoted, thus influencing their social commerce intention. Apart from that, this research also provides insight for F&B entrepreneurs in Indonesia in utilizing TikTok food vloggers as a marketing medium.
Method: The research method used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the SMIV model as a reference in adding additional variables, namely information credibility. Data collection was carried out by distributing online questionnaires to at least 200 users of the short video platform TikTok who are the audience of TikTok food vloggers.
Results:. Of the four components of credibility sources, only expertise, trustworthiness and attractiveness have a significant effect on information credibility. Similarity has a positive effect, but is less significant. Informative value and information credibility have a significant effect on video attitude and brand attitude. Entertainment value also has a significant effect on video attitude, but not significantly on brand attitude. Brand attitude has a significant effect on social shopping and social sharing intention, but video attitude was found to have a significant effect on both variables.
Value Added: This research is expected to provide data and analysis about the factors that influence the attitudes and social commerce intentions of food vloggers' audiences on TikTok, as well as provide recommendations to food vloggers and the F&B industry to utilize food vloggers as promotional media.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Food Vloggers, Partial Least Square-Structural Equation Modeling, Short-Video Apps, Social Commerce Intention. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Raysa Farah Mumtaz Ramadina |
| Date Deposited: | 19 Jul 2024 03:31 |
| Last Modified: | 19 Jul 2024 03:31 |
| URI: | http://repository.its.ac.id/id/eprint/108475 |
Actions (login required)
 |
View Item |