Analisis Social Media Marketing (Smm) Dan Kredibilitas Influencer Terhadap Niat Beli Konsumen Studi Kasus Produk Sneakers

Vijaya, Muhammad Wildan (2022) Analisis Social Media Marketing (Smm) Dan Kredibilitas Influencer Terhadap Niat Beli Konsumen Studi Kasus Produk Sneakers. Other thesis, Institut Teknologi Sepuluh Nopember Surabaya.

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Abstract

Meningkatnya penggunaan media sosial telah memberikan ruang yang lebih baik bagi pemasar untuk semakin terlibat dengan pelanggan. Namun, masih belum banyak dilakukan penelitian mengenai pengaruh efek pemasaran media sosial dari perspektif branding. Selanjutnya, beberapa penelitian tentang merek internasional telah menyelidiki pengaruh merek lokal/nonlocal pada hubungan merek-konsumen. Tujuan dari makalah ini adalah untuk meningkatkan pemahaman tentang anteseden pemasaran media sosial dan pengaruhnya terhadap niat beli produk Sneakers, serta pengaruh moderasi merek Sneakers lokal dan nonlokal pada hubungan ini. Penelitian ini juga bertujuan meningkatkan pemahaman mengenai kredibilitas seorang influencer dan pengaruhnya terhadap niat beli produk Sneakers. Data dikumpulkan secara online dari 217 pengguna media sosial di Indonesia. Model penelitian diuji secara empiris menggunakan Structural Equation Modeling (SEM). Kepercayaan merek, interaksi, dan kredibilitas influencer ditemukan memengaruhi niat beli. Asal merek memiliki efek moderasi dalam hubungan antara interaksi dengan niat beli. Implikasi manajerial yang diusulkan berkontribusi pada pemasaran media sosial
dan penelitian branding dengan mengintegrasikan pengaruh dari merek lokal dan nonlokal
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The increasing use of social media has provided a better space for marketers to further engage with customers. However, there is still not much research done on the effect of social media marketing from a branding perspective. Furthermore, several studies on international brands have investigated the influence of local/non-local brands on brand-consumer relationships. The purpose of this paper is to increase understanding of the antecedents of social media marketing and their influence on the purchase intention of Sneakers, as well as the moderating effect of local and non-local Sneakers brands on this relationship. This study also aims to increase understanding of the credibility of an influencer and its influence on the purchase intention of Sneakers. Data was collected online from 217 social media users in Indonesia. The research model was tested empirically using Structural Equation Modeling (SEM). Brand trust, interaction, and influencer credibility were found to influence purchase intention. Brand origin has a moderating effect on the relationship between interaction and purchase intention. The proposed managerial implications contribute to social media marketing and branding research by integrating the influence of local and non-local brands

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.834 3 Vij a-1
Uncontrolled Keywords:	Merek lokal, merek nonlokal, niat beli, sosial media marketing, kredibilitas Influencer
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	EKO BUDI RAHARJO
Date Deposited:	20 Dec 2022 04:14
Last Modified:	20 Dec 2022 04:14
URI:	http://repository.its.ac.id/id/eprint/95249

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