PENGARUH PERAN KETERLIBATAN DALAM LAMAN MEDIA SOSIAL PADA NIAT MEMBELI KONSUMEN: STUDI PADA AKUN INSTAGRAM THENBLANK

SABILA MENTARI D P, B.M Purwanto, Dr., M.B.A.

2022 | Skripsi | S1 MANAJEMEN

Penelitian ini bertujuan untuk mengidentifikasi bagaimana pengaruh peran keterlibatan dalam media sosial suatu merek terhadap niat membeli konsumen. Objek penelitian adalah akun media sosial Instagram merek THENBLANK. Penelitian ini mengukur pengaruh keakraban merek dan kualitas informasi terhadap keterlibatan pada media sosial suatu merek, pengaruh keterlibatan pada media sosial suatu merek terhadap sikap pada media sosial suatu merek dan niat membeli di masa depan, dan pengaruh sikap pada media sosial suatu merek terhadap niat membeli di masa depan. Responden pada penelitian ini adalah pengikut akun Instagram THENBLANK yang telah mengikuti setidaknya selama 6 bulan. Sebanyak 200 pengikut berpartisipasi dalam penelitian kuantitatif ini sebagai responden. Pengumpulan data dilakukan dengan metode nonprobability sampling menggunakan purposive sampling dalam pengambilan sampel. Metode analisis data dilakukan dengan uji regresi linear sederhana dan uji regresi linear berganda. Hasil pengujian diketahui bahwa variabel keterlibatan pada media sosial suatu merek berpengaruh secara positif terhadap sikap pada media sosial suatu merek, variabel sikap pada media sosial suatu merek berpengaruh secara positif terhadap niat membeli di masa depan, dan variabel keakraban merek berpengaruh secara positif terhadap keterlibatan pada media sosial suatu merek sedangkan variabel keterlibatan pada media sosial suatu merek tidak berpengaruh secara signifikan terhadap niat membeli di masa depan dan variabel kualitas informasi tidak berpengaruh secara signifikan terhadap keterlibatan pada media sosial suatu merek. Namun, penelitian ini memiliki keterbatasan yang terletak pada penyampelan yang mengakibatkan hasil penelitian ini tidak dapat digeneralisasikan.

This research aims to identify the influence of the role of involvement in brand social media on consumer buying intentions. The object of research is THENBLANK Instagram account. This research measures the effect of brand familiarity and information quality on involvement on brand social media, the effect of involvement on brand social media on attitude toward brand social media and future purchase intention, and the effect of attitude toward brand social media on future purchase intention. Respondents in this research were followers of the THENBLANK Instagram account who had followed them for at least 6 months. A total of 200 followers participated in this quantitative research as respondents. Data collection is done by the method of nonprobability sampling using purposive sampling in sampling. The method of data analysis is done by simple linear regression test and multiple linear regression tests. The test results show that the involvement of brand social media has a positive effect on attitude toward brand social media, the attitude toward brand social media has a positive effect on future purchase intention, and the brand familiarity has a positive effect on involvement of brandsocial media. Meanwhile the involvement of brand social media has no significant effect on future purchase intention and the information quality has no significant effect on involvement of brand social media. However, this study has limitations that lie in sampling which results in the results of this study cannot be generalized. A total of 200 followers participated in this quantitative research as respondents. Data collection is done by the method of nonprobability sampling using purposive sampling in sampling. The method of data analysis is done by simple linear regression test and multiple linear regression tests. The test results show that the involvement of brand's social media has a positive effect on attitude toward brand's social media, the attitude toward brand's social media has a positive effect on future purchase intention, and the brand familiarity has a positive effect on involvement of brand's social media. Meanwhile the involvement of brand's social media has no significant effect on future purchase intention and the information quality has no significant effect on involvement of brand's social media. However, this study has limitations that lie in sampling which results in the results of this study cannot be generalized.

Kata Kunci : keakraban merek, kualitas informasi, keterlibatan, media sosial, sikap, niat membeli