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"Seiring dengan meningkatnya penggunaan perangkat seluler, media sosial, dan online review yang semakin penting dalam penyebaran WOM, serta berperan penting dalam pengambilan penting dalam pengambilan keputusan konsumen dan consumer journey. Perusahaan dapat memanfaatkan online review berupa User-Generated Review (UGR) dan Influencer-Generated Review untuk meningkatkan strategi pemasaran. Penelitian ini bertujuan untuk mengetahui online review manakah yang lebih efektif antara user-generated review dan influencer-generated review. Penelitian ini memprediksi adanya perbedaan antara kedua online review tersebut dalam mempengaruhi consumer purchase intention. Hasil penenelitian ini menemukan influencer-generetad review lebih efektif dalam mempengaruhi purchase intention. Penelitian ini juga menemukan bahwa konsumen membuat kesimpulan penting saat melihat online review yang diposting pada media sosial instagram.

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As the use of mobile devices increases, social media and online reviews are increasingly important in the spread of WOM and play an important role in consumer decisions and the consumer journey. Companies can take advantage of online reviews in the form of User-Generated Reviews (UGR) and Influencer-Generated Reviews (IGR) to improve marketing strategies. This study aims to determine which online review is more effective between user-generated reviews and influencer-generated reviews. This study predicts differences between the two online reviews influencing consumer purchase intentions. This study found that influencer-generated reviews were more effective in influencing purchase intentions. This study also found that consumers make important inferences when viewing online reviews posted on Instagram."

"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."

"Peningkatan pengunaan media sosial untuk beriklan memunculkan pertanyaan aspek iklan apa saja yang penting dimiliki pada sebuah iklan sehingga dapat menarik perhatian konsumen. Tujuan dari penelitian ini adalah untuk mengetahui aspek dari paparan iklan pada media sosial yang sedang marak digunakan di Indonesia, Instagram, terhadap sikap perilaku dari konsumen terhadap iklan, merek, dan niat pembelian. Penelitian ini dilakukan secara kuantitatif dengan menggunakan survey yang disebarkan pada responden sampel dengan kuisioner yang dikelola sendiri. Data diolah menggunakan structural equation modelling SEM dengan LISREL 8.70. Penelitian ini dilakukan di Indonesia dan berfokus pada pengguna Instagram serta kampanye iklan media sosial yang beredar di Indonesia. Meskipun terdapat limitasi, penelitian ini dapat membantu pemasar untuk meningkatkan efektivitas iklan untuk mendapatkan ROI yang ingin dicapai dengan iklan yang memiliki daya tarik emosional, kreativitas, informasi, dan aspek hiburan sehingga dapat meningkatkan sikap positif konsumen terhadap iklan, merek, dan niat pembelian.

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The continuous growth of social media usage for advertising has sparked questions about important aspects of advertisement which could attract the customers. The purpose of this paper is to understand which aspects of the advertising exposure in the widely use social media in Indonesia, Instagram, towards the behavioral attitudes of customers toward the advertising, brand, and purchase intention.

Quantitative research was conducted by a survey among a sample respondents via self administered structured questionnaires. Data was analyzed using Structural Equation Modelling SEM using LISREL 8.70.

This study was only conducted in Indonesia which focus on Instagram user and the advertising campaign runs in Indonesia. Despite this limitation, the findings on this study enable marketers to enhance the effectiveness of their advertising campaign to reach the targeted ROI by an advertising that has emotional appealss, creativity, information, entertainment aspects to increase customer positive attitude toward the advertising, attitude toward the brand and purchase intention."

"ABSTRAKPenelitian ini menganalisis hubungan social media engagement dan social media advertising engagement serta pengaruhnya terhadap advertising evaluation dan purchase intention. Mengacu pada pendekatan engagement experience framework, social media engagement dianalisis melalui experience dimensi yakni entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, innovation/ trendsetter, topicality, dan empowerment. Social media advertising engagement dianalisis dengan experience dimensi entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, dan topicality. Penelitian ini dilakukan dalam konteks Instagram dengan 407 responden yang termasuk kedalam pengguna aktif Instagram dan pernah melihat Instagram Ads sebagai objek penelitian. Data kemudian diolah menggunakan SEM (Structural Equation Model). Hasil penelitian menunjukkan bahwa social media engagement terbukti memiliki pengaruh terhadap social media advertising engagement, namun tidak terbukti memiliki pengaruh terhadap advertising evaluation. Sedangkan social media advertising engagement terbukti memiliki pengaruh terhadap advertising evaluation, selain itu advertising evaluation juga terbukti memiliki pengaruh terhadap purchase intention.

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ABSTRACTThis study analyzes the relationship between social media engagement and the social media advertising engagement and their effect on advertising evaluation and purchase intentions. The experience engagement framework is referred, social media engagement is analyzed through the experience of the entertainment dimension, negative emotions, hobbies, stimulation, identification, practical use, social interaction, innovation/trendsetters, topics, and empowerment. Social media advertisement engagement is analyzed by experience dimensi entertainment, negative emotion, pastime, stimulation, identification, practical use, social interaction, dan topicality. This research was conducted in social media Instagram with 407 respondents those are active Instagram users and had seen Instagram Ads as research objects. The data is then processed using SEM (Structural Equation Model). The results showed that the social media engagement was proven to have an influence on the social media advertising engagement, but it was not proven to have an influence on the evaluation of advertisements. While the socialmedia advertising engagement has been proven to have an influence on advertising evaluations, besides that advertising evaluations have also been shown to have an influence on purchase intentions."

"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."

"Fenomena social media fatigue adalah kecenderungan ?pengguna media sosial? untuk mundur dari penggunaan social media ketika mereka sudah kewalahan dengan terlalu banyak informasi yang ada. Dengan demikian, intensi komplain di social media sepertinya juga akan berkurang. Padahal, perilaku komplain merupakan kesempatan bagi perusahaan untuk memperbaiki kesalahan dan mempertahankan konsumennya. Untuk itu, penelitian ini menambahkan variabel service failure severity untuk menguji intensi komplain di social media tersebut.Hasil penelitian menunjukkan bahwa social media fatigue yang dirasakan oleh seseorang akan berpengaruh terhadap intensi komplain di akun social media resmi perusahaan dengan tambahan variabel service failure severity.

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The phenomenon of social media fatigue is defined as ?social media user? tendency to back away from social media usage when they become overwhelmed with too many information. Thus, complaint intentions on social media will likely be reduced. Whereas, complaint behavior is an opportunity for companies to correct errors and retain they customers. Therefore, this study added the service failure severity as a variable to test the complaint intention on company?s social media account.Result showed that social media fatigue will affect complaint intentions on company?s official social media account if there are other factors, i.e. service failure severity."

"Perkembangan ndash; perkembangan yang terjadi pada media sosial membawa perubahan juga bagi lingkungan bisnis, terutama dalam bidang e-commerce. Perubahan yang dibawa media sosial adalah dalam bentuk social commerce, di mana konsumen dapat melakukan aktivitas e-commerce di media sosial. Berangkat dari teori dukungan sosial, transfer kepercayaan, dan komitmen-kepercayaan, penelitian ini menganalisis pengaruh dari social support, trust dan community commitment terhadap social commerce intention. Sampel penelitian ini terdiri atas 150 orang responden yang merupakan pengguna aktif media sosial dan pernah melakukan transaksi komersial di media sosial dalam satu tahun terakhir. Data dianalisis menggunakan metode PLS-SEM, di mana ditemukan bahwa emotional dan informational support memiliki pengaruh terhadap trust, yang pada akhirnya akan mempengaruhi commitment dan social commerce intention.

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The development of social media has brought changes into the business environment, specifically in the context of e commerce. Changes brought by social media in e commerce context is in the form of social commerce, where consumers can perform e commerce activities in social media. Using theories such as social support theory, trust transfer theory, and commitment trust theory, this research analyzes the effects of social support, trust, and community commitment on social commerce intention. The sample in this research consist of 150 active social media user and and have performed a commercial transaction on their social media within the last year. The data was analyzed using PLS SEM, and shows that informational and emotional support has some effect on trust, which in turn affects commitment and social commerce intention."

"ABSTRAK Perkembangan era global dimana teknologi, sarana dan infrastruktur, hingga sistem informasi saat ini berkembang sangat pesat, dan telah merubah cara-cara tradisional yang biasa digunakan dalam melakukan pemasaran. Seiring dengan perkembangan teknologi hingga sistem informasi, kemudahan dalam mengakses suatu konten telah membawa konsumen kepada penggunaan media digital berbasis online. Dalam beberapa tahun terakhir, media sosial menjadi semakin populer sebagai alat bisnis dan komunikasi. Instagram merupakan salah satu jejaring sosial yang paling cepat perkembangannya sejak pertama kali diluncurkan, hal inilah yang membuat Instagram menjadi alat pemasaran yang efektif bagi perusahaan. Penelitian ini bertujuan untuk mengetahui attitude dan menganalisa faktor-faktor yang dapat mempengaruhi attitude pengguna Instagram terhadap aktivitas komunikasi pemasaran Instagram ads. Selain itu penelitian ini juga betujuan untuk mengetahui pengaruh attitude toward brand dan attitude toward the Instagram ads dapat mempengaruhi behavioral intention. Penelitian ini merupakan penelitian kuantitatif dengan desain cross sectional descriptive research. Berdasarkan hasil penelitian ini, diketahui bahwa baik brand attitude maupun attitude toward instagram ads sama-sama memiliki pengaruh positif yang signifikan antara keduanya, dan untuk brand attitude dan attitude toward instagram ads yang memiliki pengaruh positif yang signifikan terhadap behavioral intention. Dan untuk model 2, diketahui bahwa Ad Perception, Ad Credibility, Informativeness, Irritation, dan Mood memiliki pengaruh yang signifikan terhadap attitude toward the ads pada media sosial instagram.

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ABSTRACT

The development of the global era where technology, facilities and infrastructure, to information systems is currently developing very rapidly, and has changed the traditional ways commonly used in marketing. Along with the development of technology to information systems, the ease of accessing a content has brought consumers to the use of online-based digital media. In recent years, social media has become increasingly popular as a business and communication tool. Instagram is one of the fastest growing social networks since it was first launched, this is what makes Instagram an effective marketing tool for the company. This study aimed to determine attitude and analyze the factors that can influence the attitude of Instagram users towards Instagram ads marketing communication activities. Moreover, this study also aimed to determine the effect of attitude towards the brand and attitude towards Instagram ads may affect behavioral intention. This is a quantitative research with cross sectional descriptive research design. Based on the results of this study, it is known that both brand attitudes as well as attitude towards Instagram ads have a significant positive effect between the two, and that brand attitude and attitude towards Instagram ads have a significant, positive effect on behavioral intention. And for model 2, it is known that Ad Perception, Ad Credibility, Information, Irritation, and Mood have a significant influence on attitude toward the ads on social media instagram"

"Tujuan utama dari skripsi ini adalah untuk mengetahui pengaruh komunikasi akun media sosial, khusunya Instagram terhadap brand loyalty dengan pengaruh mediasi dari brand trust dan brand equity. Komunikasi akun media sosial Instagram yang dimaksud adalah komunikasi yang dihasilkan oleh akun produk kosmetik MAKE OVER (makeoverid) atau firm-created social media communication (FCSMC) dan akun pengguna Instagram lainnya atau bisa disebut user-generated social media communication (UGSMC). Data dari penelitian ini dikumpulkan dari kuesioner yang disebarkan kepada follower Instagram makeoverid dan diolah dengan software IBM SPSS 24 Statistics untuk pretest, serta LISREL 8.51 untuk main test.Penemuan dari penelitian ini menunjukkan bahwa FCSMC dan UGSMC tidak berpengaruh secara signifikan terhadap brand loyalty, dan tidak berpengaruh terhadap brand equity, namun FCMSC dan UGSMC berpengaruh terhadap brand trust. Untuk efek mediasinya, brand equity dapat memediasi hubungan antara FCSMC dan UGSMC dengan brand loyalty, serta hubungan antara brand trust dengan brand loyalty, namun brand trust tidak dapat memediasi hubungan antara FCSMC dan UGSMC dengan brand loyalty.

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The main objective of this paper is to determine the influence of communication made on social media account, especially Instagram on brand loyalty with the mediating influence of brand trust and brand equity. The communication itself is the communication produced by MAKE OVERs Instagram account (makeoverid) or firm-created social media communication (FCSMC) and other Instagram users accounts or called user-generated social media communication (UGSMC). Data from this study was collected from a questionnaire distributed to Makeoverids Instagram followers and processed with IBM SPSS 24 Statistics software for the pretest, and LISREL 8.51 for main test.

The findings of this study indicate that FCSMC and UGSMC do not significantly influence brand loyalty, and do not affect brand equity, but FCMSC and UGSMC significantly influence brand trust. For its mediating effect, brand equity can mediate the influence between FCSMC and UGSMC with brand loyalty, and the influence between brand trust and brand loyalty, but brand trust cannot mediate the influence between FCSMC and UGSMC with brand loyalty."

"Kementerian pariwisata menggunakan media sosial instagram untuk mempromosikan destinasi pariwisata Indonesia. Namun, terdapat tantangan dalam memilih atau menciptakan konten media sosial untuk berhasil menarik perhatian konsumen, merangsang keterlibatan konsumen dengan konten tersebut, dan memotivasi perilaku eWOM mereka. Penelitian ini bertujuan untuk mengidentifikasi dan menguji faktor-faktor langsung dan tidak langsung yang memiliki pengaruh dengan nilai gambar media sosial destinasi pariwisata yang dapat memprediksi eWOM. Dengan menggunakan Stimulus-Organism-Response (S-O-R) sebagai kerangka utama, peneliti mengintegrasikan model Ducoffe dan Elaboration Likelihood Model (ELM) untuk mempelajari pengaruh nilai gambar destinasi media sosial (hiburan, informativitas, irritation, kredibilitas, personalisasi, dan insentif) terhadap nilai yang dirasakan oleh konsumen dan eWOM melalui consumer engagement dan consumer involvement. Menggunakan metode penelitian survei, peneliti mengumpulkan data dari 213 individu dan mengolah data berbasis PLS-SEM dan mendapatkan hasil bahwa hiburan, informativitas, kredibiltas, personalisasi berdampak pada persepsi nilai gambar destinasi wisata sementara irritation dan insentif tidak memiliki pengaruh. Penelitian juga menunjukan bahwa persepsi nilai gambar destinasi wisata di media sosial tanpa adanya mediasi consumer engagement dan consumer involvement tidak memiliki pengaruh yang signifikan terhadap eWOM.

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The Ministry of Tourism uses Instagram as a social media platform to promote tourist destinations in Indonesia. However, there are challenges in selecting or creating social media content that effectively captures consumers' attention, stimulates consumer engagement with the content, and motivates their eWOM behavior. This research aims to identify and test direct and indirect factors that influence the perceived value of social media images of tourist destinations, predicting eWOM. Using the Stimulus-Organism-Response (S-O-R) framework as the primary structure, the researchers integrated Ducoffe's model and the Elaboration Likelihood Model (ELM) to examine the impact of the perceived value of social media destination images (entertainment, informativeness, irritation, credibility, personalization, and incentives) on consumer-perceived value and eWOM through consumer engagement and involvement. Employing a survey research method, the researchers collected data from 213 individuals and processed the data using the PLS-SEM approach. The results indicated that entertainment, informativeness, credibility, and personalization have an impact on the perceived value of tourism destination images, while irritation and incentives do not. The study also showed that the perceived value of tourism destination images on social media, without the mediation of consumer engagement and consumer involvement, does not have a significant influence on eWOM.

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The Ministry of Tourism utilizes the Instagram social media platform to promote tourist destinations in Indonesia. However, there are challenges in selecting or creating social media content that successfully captures consumers' attention, stimulates consumer engagement with the content, and motivates their electronic Word-of-Mouth (eWOM) behavior. This research aims to identify and test direct and indirect factors influencing the perceived value of social media images of tourist destinations, which can predict eWOM. Using the Stimulus-Organism-Response (S-O-R) as the primary framework, researchers integrate the Ducoffe model and the Elaboration Likelihood Model (ELM) to examine the impact of the perceived value of social media destination images (entertainment, informativeness, irritation, credibility, personalization, and incentives) on consumer-perceived value and eWOM through consumer engagement and involvement. The research employs a conclusive descriptive research method with purposive sampling through online questionnaires with structured self-administered questions. The survey involves 213 respondents residing in Indonesia within the last year, following the Instagram social media account Pesona Indonesia, and having visited tourist destinations after seeing posted images on Pesona Indonesia Instagram from January 2020 to the time of the study. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, the researchers find that entertainment, informativeness, credibility, and personalization impact the perceived value of tourist destination images, while irritation and incentives do not have an effect. The study also indicates that the perceived value of tourist destination images on social media, without the mediation of consumer engagement and involvement, does not significantly influence eWOM."