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"Menurut penelitian yang dilakukan oleh We Are Social bersama dengan HootSuite, YouTube adalah platform media sosial yang paling aktif digunakan oleh masyarakat Indonesia. Selain menjadi media untuk mempublikasikan hasil karya, YouTube juga dapat digunakan sebagai media dalam melakukan pemasaran berbagai macam produk. Orang yang melakukan pemasaran pada media digital seperti YouTube umumnya disebut influencer. Penelitian ini melihat peran perceived trust dalam memediasi pengaruh model social media influencer value (SMIV) yang terdapat pada influencer marketing terhadap sebuah produk, yang dalam konteks penelitan ini dikategorikan sebagai high involvement product. Pengaruh antara model SMIV yang terdiri dari advertising value dan source credibility terhadap brand awareness dan purchase intention dengan perceived trust sebagai variabel mediasi juga akan dibahas pada penelitian ini. Metode penelitian yang dilakukan adalah penelitian kuantitatif dengan melakukan proses survei dan data yang didapat akan dianalisis dengan metode Structural Equation Model (SEM).

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According to a research conducted by We Are Social and HootSuite, YouTube is recently the most active social media platform used by Indonesian people. Apart from being a medium for publishing contents, YouTube can also be used as a medium in marketing for various kinds of products. People who do marketing on digital media usually called as an influencer. This research looks at the mediating role of perceived trust on mediating the impact of social media influencer value (SMIV) model in influencer marketing towards a product, which in the context of this research is categorized as high involvement product. The impact of the SMIV model which consists of advertising value and source credibility to brand awareness and intention to purchase, with perceived trust as a mediator will also be discussed in this research. The method used in this research is quantitative research by conducting survey process and the data obtained will be analyzed with Structural Equation Model (SEM) method."

"Penelitian ini bertujuan meneliti faktor-faktor apa saja yang mempengaruhi attitude towards skippable ads dan pengaruhnya terhadap brand awareness dan purchase intention. Dengan teknik Structural Equation Model menggunakan software Lisrel, penelitian ini menemukan informativeness, entertainment, dan emotional appeal memiliki pengaruh positif yang signifikan terhadap attitude towards advertising. Di sisi lain, irritation berpengaruh negatif serta credibility dan personalization tidak berpengaruh signifikan terhadap attitude towards advertising. Attitude towards advertising sendiri berpengaruh positif dan signifikan terhadap brand awareness dan purchase intention. Terakhir, brand awareness berpengaruh positif signifikan terhadap purchase intention.

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This study aims to examine the factors that influence attitude towards skippable ads and their effect on brand awareness and purchase intention. With the Structural Equation Model technique using Lisrel software, this study found that informativeness, entertainment, and emotional appeal have a significant positive effect on attitude towards advertising. On the other hand, irritation has a negative effect, and credibility and personalization have no significant effect on attitude towards advertising. Attitude towards advertising itself has a positive and significant effect on brand awareness and purchase intentions. Lastly, brand awareness has a significant positive effect on purchase intentions."

"Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing yang terdiri dari search engine advertising, content marketing, sosial media dan e-mail marketing terhadap attitude toward digital marketing dan purchase intention dan pengaruh moderasi dari brand awareness, tujuan berikutnya adalah mengetahui saluran digital marketing mana yang paling berpengaruh terhadap membangun sikap dan intensi pembelian konsumen. Data dikumpulkan melalui kuesioner, kepada responden yang berada di Indonesia, memiliki usia minimal 17 tahun, pernah terekspos digital marketing dalam 2 bulan terakhir, dan memiliki sosial media yang aktif. Kuesioner disebar melalui Whatsapp, Instagram dan Line. Responden yang didapatkan sebanyak 253 dan yang lulus tahap screening sebanyak 242. Peneliti menggunakan Partial Least Square Structural Equation Modelling (PLS-SEM) untuk mengalisis pengaruh peran digital marketing terhadap attitude toward digital marketing dan purchase intention dan peran moderasi dari brand awareness. Hasil penelitian ini adalah media sosial berpengaruh secara positif dan signifikan terhadap attitude toward digital marketing dan purchase intention, e-mail marketing berpengaruh positif dan signifikan terhadap attitude toward digital marketing. Attitude toward digital marketing juga memiliki pengaruh positif terhadap purchase intention.

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This research aims to determine the impact of digital marketing which consist of search engine advertising, content marketing, social media and e-mail marketing on attitude toward digital marketing and purchase intention and moderating effect of brand awareness, the next goal is to find out which digital channels marketing has the most influence on building consumer attitude and intention. Data was collected through a questionnaire, the responden who are in Indonesia, have a minimum age of 17 years old, have been exposed by digital marketing in the last 2 month, and have active social media. Questionnaires were distributed via Whatsapp, Instagram and Line. There were 253 responden obtained and only 242 who passed screening stage. Reaseacher use Partial Least Square Structural Equation Modeling (PLS-SEM) to analyze the influence of the role of digital marketing on attitude toward digital marketing and purchase intention and moderating role of brand awareness. The result of this study are that social media has positive and significant effect on attitude toward digital marketing and purchase intention, e-mail marketing has a positive and significant effect on attitude toward digital marketing. Attitude toward digital marketing also has a positive influence on purchase intention. "

"Media sosial saat ini berkembang cukup signifikan, pengguna media sosial di Indonesia bahkan mencapai 191 juta pada tahun 2022. Seiring dengan berkembangnya media sosial, terdapat pengguna media sosial yang mampu mempengaruhi follower/subscribernya, pengguna media sosial seperti inilah yang dikenal sebagai influencer. Influencer memiliki kapabilitas dalam mempengaruhi purchase intention follower/subscribernya terhadap suatu produk ataupun jasa, kapabilitas yang dimiliki oleh seorang influencer berasal dari penilaian karakter (perceived characterization) atas dirinya yang dinilai berdasarkan atribut yang ditampilkan (influencer attributes). Tujuan dari penelitian ini adalah untuk menganalisis pengaruh influencer attributes dan perceived characterization terhadap purchase intention pada subscriber kanal YouTube GadgetIn. Penelitian ini menggunakan metode penelitian kuantitatif, dengan populasi target yang merupakan subscriber kanal YouTube GadgetIn. Pengumpulan data dilakukan dengan menggunakan instrumen kuesioner yang disebarkan secara daring, ukuran sampel pada penelitian ini telah ditentukan sebanyak 155 sampel. Teknik analisis data yang digunakan dalam penelitian ini adalah SEM-PLS dengan software Smart-PLS 4.0. Hasil analisis data pada penelitian ini menunjukkan bahwa terdapat pengaruh parasocial relationship terhadap purchase intention, lebih lanjut parasocial relationship yang dibangun antara seorang influencer dengan follower/subscribernya dipengaruhi oleh social attractiveness influencer tersebut.

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Social media is currently developing quite significantly, social media users in Indonesia will even reach 191 million in 2022. Along with the development of social media, there are social media users who are able to influence their followers/subscribers, social media users like these are known as influencers. Influencers have the capability to influence the purchase intention of their followers/subscribers towards a product or service, the capability possessed by an influencer comes from the perceived characterization of himself which is assessed based on the attributes displayed (influencer attributes).

The purpose of this study was to analyze the effect of influencer attributes and perceived characterization on purchase intention on subscribers of the GadgetIn YouTube channel.

This study used a quantitative research method, with the target population being subscribers of the GadgetIn YouTube channel. Data collection was carried out using a questionnaire instrument that was distributed online, the sample size in this study was determined to be 155 samples. The data analysis technique used in this study is SEM-PLS with Smart-PLS 4.0 software.

The results of data analysis in this study indicate that there is a parasocial relationship influence on purchase intention, furthermore the parasocial relationship that is built between an influencer and his followers/subscribers is influenced by the influencer's social attractiveness."

"Influencer menjadi kunci utama konsumen dalam menentukan keputusan pembelian. Dengan kekuatan yang dimilikinya, influencer berupaya melakukan endorsement dan menciptakan merek sendiri untuk mendapatkan keuntungan komersial dan meningkatkan personal branding. Penelitian ini bertujuan untuk menganalisis hubungan antara anteseden dari consumer’s brand attitude dan purchase intention. Penelitian ini menggunakan PLS-SEM untuk mengolah data dari 385 responden berusia 16-34 tahun yang mengetahui dan/atau mengikuti akun media sosial dan belum pernah membeli salah satu merek milik influencer di Indonesia seperti Menantea, Payakumbuah, Street Boba, Secondate, By Lizzie Parra (BLP), Mother of Pearl (MOP), Lafiye, Minimslm, dan Iwearup. Hasil penelitian adalah influencer-brand congruence, brand-consumer congruence, brand authenticity, dan influencer involvement berpengaruh positif terhadap brand attitude, yang selanjutnya berpengaruh positif terhadap purchase intention. Sementara itu, consumer involvement dan influencer-consumer congruence tidak memiliki pengaruh signifikan terhadap purchase intention. Berdasarkan hasil penelitian, peneliti mengajukan implikasi manajerial dan saran untuk penelitian berikutnya.

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Influencer is the key driver of consumer’s purchase decision. Influencers exert their power to influence consumer through endorsement and creating Influencer-Owned Brand to gain comercial opportunities and to increase personal branding. This study aims to examine the antesedent of consumer’s brand attitudes and purchase intention. This study uses Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze data from 385 respondent with 16-35 years who familiarize themselves with one of targeted Indonesian influencer owned brand and have not experienced in buying the product. The targeted influencer-owned brand involves Menantea, Payakumbuah, Street Boba, Secondate, By Lizzie Parra (BLP), Mother of Pearl (MOP), Lafiye, Minimslm, dan Iwearup. The findings is influencer-brand congruence, brand-consumer congruence, brand authenticity, and influencer involvement positively influence brand attitude, which then positively influence purchase intention. Meanwhile, consumer involvement and influencer-consumer congruence is not significantly influenced brand attitude. According to the findings, this study also proposes managerial implications and suggestions for future studies."

"Iklan konvensional kerap diabaikan karena sudah tidak lagi disukai, hal ini direspon oleh pelaku bisnis dengan bekerja sama dengan influencer untuk melakukan influencer marketing yakni memasarkan produk dan meraih target audiens yang baru. Kini kegiatan influencer marketing lazim digunakan oleh bisnis besar maupunkecil, dan kerap dilakukan pada aplikasi berbagi gambar Instagram. Penelitian ini bertujuan untuk mengetahui pengaruh influencer marketing pada akun Instagramsalah satu influencer yakni Ayudia Bing Slamet terhadap purchase intention produk brand THENBLANK. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan data dari 193 responden di Jabodetabek. Data yang terkumpul dianalisis menggunakan metode regresi linear, dan hasilnya menunjukkan bahwa influencer marketing yang dilakukan Ayudia pada Instagramnya berpengaruh signifikan terhadap minat beli produk brand THENBLANK."

"Perkembangan media sosial dimanfaatkan oleh pemilik brand maupun marketer menjadi channel untuk berkomunikasi dan berinteraksi dengan konsumen. Tidak sedikit perusahaan yang bekerjasama dengan influencer sebagai source of message untuk menawarkan produk atau brand. Namun pemilihan influencer yang tepat bukanlah hal yang mudah. Beberapa fenomena yang terjadi, pelaku usaha mendapatkan hasil yang kurang efektif dari penggunaan influencer marketing. Selain itu, dari literasi sebelumnya didapatkan bahwa kegagalan menemukan keseimbangan antara influencer dan brand dapat menghasilkan citra terbalik, yang menyebabkan kebingungan pelanggan dan sikap negatif terhadap brand. Penelitian dilakukan untuk menjawab fenomena dan permasalahan yang ada dengan mengidentifikasi faktor yang mempengaruhi attitude toward influencer di media sosial dan mencari tahu pengaruhnya terhadap brand attitude dan purchase intention. Penelitian ini merupakan pengembangan dari Theory of Planned Behavior dan elaborasi dari penelitian yang sudah ada sebelumnya dengan menggunakan Structure Equation Modelling (SEM). Hasil penelitian menunjukkan faktor-faktor yang dapat mempengaruhi attitude toward influencer diantaranya perceived credibility, trust, perceived expertise, perceived congruence, dan influencer-brand congruence. Selain itu, didapatkan bahwa attitude toward influencer berpengaruh positif terhadap brand attitude dan purchase intention. Secara praktis penelitian ini memberikan gambaran bagi pelaku usaha dan pemasar mengenai faktor-faktor yang mempengaruhi sikap konsumen Indonesia terhadap influencer sehingga dapat memilih influencer yang tepat dan memberikan dampak positif terhadap brand attitude dan purchase intention. Hal ini juga membantu pelaku usaha dan pemasar untuk memahami kontribusi influencer marketing terhadap brand attitude dan purchase intention.

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The development of social media is used by brand owners and marketers as a channel to communicate and interact with consumers. Many companies have collaborated with influencers as a source of message to offer a product or brand. But choosing the right influencer is not an easy thing. Some phenomena that occur, business actors get less-effective results from the use of influencer marketing. In addition, from previous literature it was found that failure to find a balance between influencers and brands can result in a reversed image, which causes customer confusion and negative attitudes towards the brand. The research was conducted to answer existing phenomena and problems by identifying factors that influence attitudes toward influencers on social media and finding out their influence on brand attitudes and purchase intentions. This research is a development of the Theory of Planned Behavior and an elaboration of previous research using Structure Equation Modeling (SEM). The results of the study show that the factors that can influence attitudes toward influencers include perceived credibility, trust, perceived expertise, perceived congruence, and influencer-brand congruence. In addition, it was found that attitude toward influencers had a positive effect on brand attitude and purchase intention. Practically, this research provides an overview for business actors and marketers regarding the factors that influence Indonesian consumers' attitudes towards influencers so that they can choose the right influencer and have a positive impact on brand attitude and purchase intention. It also helps businesses and marketers to understand the contribution of influencer marketing to brand attitude and purchase intention."

"Tujuan utama skripsi ini adalah untuk mengetahui pengaruh interaksi pengguna media sosial, terhadap brand awareness dan purchase intention. Studi kasus dilakukan pada jenis media sosial Instagram, khusus akun NYX Cosmetics (@nyxcosmetics). Penelitian ini diolah dengan software SPSS 20 untuk pretest dan SmartPLS 2 & 3 untuk main test, menggunakan teknik Partial Least Square Path Modeling (PLS-PM). Hasil pengolahan data menunjukkan bahwa annoyance mempengaruhi brand page commitment secara positif. Lalu, brand page commitment memiliki pengaruh positif terhadap brand awareness tetapi annoyance tidak memiliki pengaruh terhadap brand awareness. Kemudian, brand page commitment dan brand awareness memiliki pengaruh positif terhadap word of mouth, sedangkan annoyance tidak memiliki pengaruh terhadap word of mouth. Brand page commitment, annoyance, brand awareness, dan word of mouth memiliki pengaruh positif terhadap purchase intention.

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The objective of this case is to determine the effect of user interactions in social media on brand awareness and purchase intention. This study involves Instragram account OF NYX Cosmetics (@nyxcosmetics). This research was processed by SPSS 20 software for pretesting and Smart PLS 2 & 3 for main test using Partial Least Square Path Modeling (PLS-PM) technique. The results show annoyance has a positive effect on brand page commitment. Then, brand page commitment has a positive effect on brand awareness, but annoyance has no effect on brand awareness. Brand page commitment and brand awareness have positive effects on word of mouth, and annoyance has no effect on word of mouth. Brand page commitment, annoyance, brand awareness, and word of mouth have positive effects on purchase intention."

"Penelitian ini membahas pengaruh dari Social Media Marketing Activities oleh suatu merek fesyen muslim (Duha Muslimwear) terhadap Attitude towards the Brand, Brand Experiences, dan Purchase Intention pada konsumen muslim. Peneliti melakukan pengambilan sampel data menggunakan self-administered questionnaire dan mendapatkan 504 responden. Ditemukan bahwa Social Media Marketing Activities oleh merek fesyen muslim mempunyai pengaruh positif terhadap sikap konsumen terhadap merek dan Brand Experience. Brand Experience juga mampu mempengaruhi Attitude towards the Brand. Sementara itu, Purchase Intention dipengaruhi positif oleh Attitude towards the Brand. Attitude towards the Brand mempunyai peran sebagai mediasi penuh terhadap pengaruh Social Media Marketing Activities dan Brand Experience terhadap Purchase Intention. Penelitian ini juga menemukan bahwa pengaruh Social Media Marketing Activities terhadap Brand Experiences lebih kuat pada grup umur muda dibandingkan dengan grup umur yang lebih tua. Pengaruh Social Media Marketing Activities terhadap Brand Experiences juga dapat menguat dengan adanya Customer Engagement dan Religiosity. Penelitian ini juga menemukan bahwa Religiositas tidak menguatkan pengaruh Social Media Marketing Activities terhadap attitude seseorang terhadap merek dan purchase intention secara signifikan. Hasil penelitian ini dapat digunakan sebagai referensi pelaku industri fesyen muslim atau modest fashion untuk memaksimalkan pengaruh pemasaran media sosial serta keefektifan pesannya.

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This study discusses the influence of Social Media Marketing Activities by a Muslim fashion brand (Duha Muslimwear) on Attitude towards the Brand, Brand Experiences, and Purchase Intentions of Muslim consumers. Researcher took data samples using self-administered questionnaire and got 504 respondents. This study found that Social Media Marketing Activities positively influence consumer’s Attitudes towards the Brand and Brand Experience. Brand Experience also positively influence Attitude towards the Brand. Meanwhile, Attitude towards the Brand positively influence Purchase Intention. Attitude towards the Brand has a full mediation role on the influence of Social Media Marketing Activities and Brand Experience on Purchase Intention. This study also found that the influence of Social Media Marketing Activities on Brand Experiences was stronger in the younger age group than in the older age group. The influence of Social Media Marketing Activities on Brand Experiences can be strengthened by Customer Engagement and Religiosity. This study also found that religiosity did not significantly strengthen the influence of Social Media Marketing Activities on Attitude towards the Brand and Purchase Intention. The results of this study can be used as reference for Muslim fashion industry doers to maximize the influence of social media marketing and the effectiveness of the message."

"Penelitian ini berfokus untuk mengamati pengaruh Interaksi Pengguna di Media Sosial terhadap Brand Awareness dan Purchase Intention pada Kasus Halaman Instagram Starbucks Indonesia dan Kopi Kenangan. Hasil penelitian ini menunjukkan bahwa untuk kedua merek, annoyance pada brand page berpengaruh negatif signifikan terhadap brand page commitment dan brand awareness, sedangkan annoyance pada brand awareness tidak berpengaruh terhadap word of mouth. Hasil penelitian ini juga menunjukkan bahwa untuk Starbucks, gangguan dengan brand awareness berpengaruh positif signifikan terhadap purchase Intention, sedangkan untuk Kopi Kenangan gangguan dengan brand awareness tidak berpengaruh terhadap Purchase Intention. Selain itu, hasil penelitian ini menunjukkan bahwa untuk kedua merek, brand page commitment berpengaruh positif signifikan terhadap brand awareness, word of mouth, sedangkan brand page commitment tidak berpengaruh terhadap purchase Intention untuk kedua merek. Hasil penelitian ini juga menunjukkan bahwa untuk kedua merek, brand awareness berpengaruh positif signifikan terhadap word of mouth dan purchase Intention. Terakhir, hasil penelitian menunjukkan bahwa untuk kedua merek, word of mouth berpengaruh positif signifikan terhadap purchase Intention.

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This research focuses on observing the impact of User Interaction in Social Media on Brand Awareness and Purchase Intention for the Case of Starbucks Indonesia and Kopi Kenangan’s Instagram page. The result of this research shows that for borth brands, annoyance with the content of a brand page has a significant negative effect on brand page commitment and brand awareness, while annoyance with the content of a brand page has no effect on word of mouth. The result of this research also shows that for Starbucks, annoyance with the content of a brand page has a significant positive effect on purchase intention, while for Kopi Kenangan annoyance with the content of a brand page has no effect on purchase intention. In addition, the result of this research shows that for both brands, brand page commitment has a significant positive effect on brand awareness, word of mouth, while brand page commitment has no effect on purchase intention for both brands. The result of this research also shows that for both brands, brand awareness has a significant positive effect on word of mouth and purchase intention. Lastly, the result of this research shows that for both brands, word of mouth has a significant positive effect on purchase intention."