Pengaruh Persona Dan Kualitas Konten Social Media Influencer Terhadap Keterikatan Produk Go Green

Setiawan, Bagus Aji (2022) Pengaruh Persona Dan Kualitas Konten Social Media Influencer Terhadap Keterikatan Produk Go Green. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Menurut laporan dari We Are Social (2021), pengguna media sosial aktif di Indonesia mencapai 170 juta penduduk. Dengan adanya pekembangan pengguna media sosial yang begitu pesat, menciptakan fenomena Social Media Influencer. Social media influencer yang menjalani conscious lifestyle secara sadar melakukan pertimbangan dan riset saat memilih serta membeli produk atau jasa. Salah satu bentuk conscious lifestyle yang diterapkan oleh social media influencer adalah dengan menggunakan produk berlabel go green. Penggunaan produk berlabel go green yang semakin banyak berkaitan dengan maraknya isu lingkungan di Indonesia. Dengan banyaknya social media influencer pada produk go green, penelitian ini bertujuan untuk menganlisis karakter apa saja yang dibutuhkan influencer dalam membangun keterikatan terhadap pengikutnya. Penilitian ini merupakan bentuk penilitan konklusif-deskriptif dengan pendekatan kuantitatif. Data penelitian ini diperoleh melalu riset survey secara online yang disebarkan ke 243 responden di Indonesia yang memfollow influencer terkait. Untuk mencapai tujuan penelitian dilakukan analisis deskriptif dan SEM. Hasil menunjukkan bahwa terdapat tiga karakter utama dari influencer yang harus dimiliki untuk membangun keterkaitan dengan pengikut yaitu Inspiration, Similarity dan Expertise. Terdapat faktor lain yang kurang mendukung terhadapa keterikatan pengikut yaitu Visual Aesthetic, Enjoyable dan Informativeness. Terdapat implikas manajerial yang diimplikasikan kepada pelaku usaha produk ramah lingkungan untuk bisa memilih inflluencer yang tepat serta untuk influencer supaya bisa memaksimalkan nilai yang akan ditampilkan. Implikasi tersebut berguna untuk peningkatan penggunaan produk ramah lingkungan. =======================================================================================================
According to a report from We Are Social (2021), active social media users in Indonesia reach 170 million people. With the rapid development of social media users, the phenomenon of Social Media Influencers has been created. Social media influencers who lead a conscious lifestyle do conscious judgment and research when selecting and buying products or services. One form of a conscious lifestyle applied by social media influencers is to use products labeled go green. The use of products labeled go green is increasingly related to the rise of environmental issues in Indonesia. With so many social media influencers on go green products, this study aims to analyze what characters are needed by influencers in building attachment to their followers. This research is a form of conclusive-descriptive research with a quantitative approach. This research data was obtained through an online research survey which was distributed to 243 respondents in Indonesia who follow related influencers. To achieve the research objectives, descriptive analysis and SEM were carried out. The results show that there are three characteristics of influencers that must be possessed to build a attachment with followers, namely Inspiration, Similarity and Expertise. There are other factors that are less supportive of follower attachment, namely Visual Aesthetic, Enjoyable and Informativeness. There are managerial implications which are implied by seller of environmentally friendly products to be able to choose the right influence and to influence in order to maximize the value that will be displayed. These implications are useful for increasing the use of environmentally friendly products

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Go Green, Instagram, Konten, Persona, Social Media Influencer Content, Go Green, Instagram, Persona, Social Media Influencer
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Bagus Aji Setiawan
Date Deposited:	10 Feb 2022 07:27
Last Modified:	02 Nov 2022 03:25
URI:	http://repository.its.ac.id/id/eprint/93603

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