PENGARUH MICRO INFLUENCER TERHADAP MINAT BELI PRODUK ONLINE SHOP INSTAGRAM UNTUK PASAR ANAK MUDA

FAISAL AMRUDIN, RR. Fosa Sarassina, SE, MBA, Ph.D

2020 | Tugas Akhir | D3 MANAJEMEN

ABSTRAK Micro Influencers merupakan influencers yang paling optimal dalam memasarkan suatu produk, menurut penelitian yang dilakukan Expert Voice yang berjudul �The power of influencers, Quantified� pada 2016, mengungkapkan bahwa dalam sepekan, micro influencers memiliki 22,2 kali ajakan pembelian yang lebih banyak daripada konsumen biasa. Tujuan penelitian yang dilakukan adalah mengetahui pengaruh trustworthiness, expertise, attractiveness, respect, similarity terhadap minat beli produk online shop di Instagram. Peneliti menggunakan metode deskriptif dengan pendekatan kuantitatif. Peneliti menggunakan data primer. Peneliti menggunakan populasi tak terhingga atau infinite population. Peneliti menggunakan metode non probability sampling. Peneliti menggunakan regresi linier berganda sebagai teknik analisis data. Peneliti menggunakan SPSS. Hasil olah data menunjukkan 2 variabel yang memiliki pengaruh positif dan signifikan terhadap minat beli produk online shop Instagram untuk pasar anak muda yaitu variabel expertise (X2) dan respect (X4) . Variabel expertise (X2) memiliki pengaruh 34% terhadap minat beli dan variabel respect (X4) memiliki pengaruh 26% terhadap minat beli. Secara simultan variabel trustworthiness, expertise, attractiveness, respect, similarity mempunyai pengaruh pengaruh yang positif serta signifikan terhadap minat beli produk online shop Instagram untuk pasar anak muda, karena memiliki nilai F hitung 14.379 > 2.31 F.

ABSTRAC Micro Influencers are the most optimal influencers in marketing a product ,according to a research conducted by Expert Voice entitled "The power of influencers, Quantified" in 2016, which revealed that in a week, micro influencers had 22.2 more requests to buy than ordinary consumers. . The purpose of this research is to determine the effect of trustworthiness, expertise, attractiveness, respect, similarity to the interest in buying online shop products on Instagram. Researchers used a descriptive method with a quantitative approach. Researchers use primary data. Researchers use an infinite population. Researchers used a non probability sampling method. Researchers used multiple linear regression as a data analysis technique. Researchers used SPSS. The results of data processing show 2 variables that have a positive and significant influence on the interest in buying Instagram online shop products for the youth market, namely expertise (X2) and respect (X4). The variable expertise (X2) has 34% influence on purchase intention and respect variable (X4) has 26% influence on purchase intention. Simultaneously the variables of trustworthiness, expertise, attractiveness, respect, similarity have a positive and significant influence on the interest in buying online shop products on Instagram for the youth market, because it has an F value of 14,379> 2.31 F.

Kata Kunci : Kata Kunci : Micro Influencer, Trustworthiness, Expertise, Attractiveness, Respect, Similarity