Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Penelitian ini merupakan adaptasi dari penelitian yang sebelumnya pernah dilakukan di Spanyol. Penelitian ini bertujuan untuk mengetahui pengaruh perceived influence, brand engagement in self-concept, dan brand expected value terhadap intention to purchase recommended brand studi pada beauty vlogger sebagai digital influencer. Data dikumpulkan melalui self-administered questionnaire kepada responden yang berdomisili di Jakarta, Bogor, Depok, Tangerang, dan Bekasi yang aktif menggunakan media sosial YouTube dan mengikuti beauty vlogger di channel YouTube dan mendapatkan 405 responden. Peneliti menggunakan Structural Equation Modelling (SEM) untuk menganalisis pengaruh dari peran beauty vlogger terhadap brand engagement, brand expected value, dan purchase intention. Hasil dari penelitian ini adalah perceived influence berpengaruh secara positif dan signifikan terhadap brand engagement in self-concept dan brand expected value. Perceived influence yang dirasakan responden tidak berpengaruh secara signifikan terhadap purchase intention. Hasil penelitian ini dapat dijadikan referensi untuk perusahaan makeup jika ingin menggunakan jasa beauty vlogger untuk endorsement sesuai dengan karakteristik brand dan beauty vlogger.

---

This research is an adaptation of research previously carried out in Spain. This study aims to determine the effect of perceived influence, brand engagement in self-concept, and brand expected value on intention to purchase recommended brand studies on beauty vloggers as digital influencers. Data was collected through a self-administered questionnaire to respondents who live in Jakarta, Bogor, Depok, Tangerang, and Bekasi who actively use YouTube social media and follow the beauty vlogger on the YouTube channel and got 405 respondents. Researchers used Structural Equation Modelling (SEM) to analyze the effect of the role of beauty vloggers on brand engagement, brand expected value, and purchase intention. The results of this study are perceived influence positively and significantly influence brand engagement in self-concept and brand expected value. Perceived influence perceived by the respondent does not significantly influence purchase intention. The results of this study can be used as a reference for makeup companies if you want to use the services of a beauty vlogger for endorsement in accordance with brand characteristics and beauty vlogger.

Abstrak :
Perkembangan media sosial global menyebabkan strategi pemasaran perusahaan bergeser untuk menggunakan konten digital media sosial melalui influencer, khususnya makro-influencer yang memiliki followers di atas seratus ribu hingga satu juta. Penelitian ini bertujuan untuk menganalisis pengaruh perceived influence terhadap purchase intention melalui brand engagement in self concept dan brand expected value sebagai variabel mediasi. Penelitian ini menggunakan Structural Equation Modeling-Partial Least Square untuk menganalisis data melalui perangkat lunak SMARTPLS-3. Kuesioner dihimpun melalui Google Form dan disebarkan melalui fitur direct message, Instagram, Twitter, Linkedin, dan Whatsapp kepada 279 responden. Hasil penelitian ini membuktikan bahwa perceived influence dari Rifat Sungkar dapat berpengaruh terhadap purchase intention Mitsubishi Xpander apabila dimediasi oleh brand engagement in self concept dan brand expected value (H1 dan H2 diterima). Namun, tidak ada pengaruh signifikan pada perceived influence Rifat Sungkar pada purchase intention Mitsubishi Xpander secara langsung (H3 ditolak). Hasil juga menunjukan bahwa terdapat hubungan signifikan antara brand engagement in self concept dan brand expected value (H4 diterima). ......The development of global social media has caused companies' marketing strategies to shift to using social media digital content through influencers, especially macro-influencers who have followers above one hundred thousand to one million. This study aims to analyse the effect of perceived influence on purchase intention through brand engagement in self concept and brand expected value as mediating variables. This study used Structural Equation Modeling-Partial Least Square to analyse the data through SMARTPLS-3 software. The questionnaire was collected through Google Form and distributed through direct message, Instagram, Twitter, Linkedin, and Whatsapp features to 279 respondents. The results of this study prove that perceived influence from Rifat Sungkar can affect Mitsubishi Xpander purchase intention when mediated by brand engagement in self concept and brand expected value (H1 and H2 accepted). However, there is no significant effect on Rifat Sungkar's perceived influence on Mitsubishi Xpander purchase intention directly (H3 is rejected). The results also show that there is a significant relationship between brand engagement in self concept and brand expected value (H4 accepted).