Hasil Pencarian  ::  Simpan CSV :: Kembali

"Seiring dengan perkembangan teknologi komunikasi dan internet sekarang ini, media sosial telah menjadi sarana komunikasi, sumber informasi, dan pemasaran merek yang strategis bagi perusahaan, salah satunya dengan digital influencer. Sebagai online opinion leader, opini dan rekomendasi digital influencer mampu mempengaruhi persepi para pengikutnya. Namun beberapa hasil penelitian terdahulu menyatakan bahwa tingkat popularitas digital influencer belum tentu sebanding dengan tingkat pengaruh yang dapat diberikan kepada pengikutnya. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh perceived influence Tasya Farasya sebagai mega-influencer produk kosmetik Indonesia terhadap purchase intention pengikutnya pada produk kosmetik merek Maybelline melalui brand engagement in self-concept dan brand expected value sebagai variabel mediasi. Pendekatan penelitian kuantitatif dengan sampel sebanyak 220 orang melalui kuesioner online Gform dengan metode non probabilita. Hasil penelitian menunjukkan bahwa perceived influence berpengaruh positif secara langsung terhadap purchase intention; perceived influence berpengaruh positif terhadap purchase intention melalui brand engagement in self-concept dan brand expected value, serta brand engagement in self-concept berpengaruh positif terhadap brand expected value. Rekomendasi penelitian agar Maybelline mempertahankan penggunaan influencer yang memiliki keahlian di bidang produk kosmetik seperti Tasya Farasya serta meningkatkan pertimbangannya untuk memilih influencer yang memiliki kemampuan persuasif yang tinggi dalam mempengaruh persepsi pengikutnya.

---

Along with the development of communication technology and the internet nowdays, social media has become a means of communication, a source of information, and strategic brand marketing for companies, one of which is digital influencers. As an online opinion leader, digital influencers' opinions and recommendations are able to influence the perceptions of their followers. However, some previous research results state that the level of popularity of digital influencers is not necessarily proportional to the level of influence that can be given to their followers. Therefore, this research aims to analyze the effect of Tasya Farasya's perceived influence as a mega influencer on the purchase intention of Maybelline cosmetic products by her followers on Instagram through brand engagement in self-concept and brand expected value as a mediating variable. A quantitative research approach with a sample of 220 people through an online google form questionnaire with a non-probability method. The results shows that perceived influence had a direct positive effect on purchase intention; perceived influence has a positive effect on purchase intention through brand engagement in self-concept and brand expected value; and brand engagement in self-concept has a positive effect on brand expected value. This study recommends that Maybelline maintain the use of influencers who have expertise in cosmetic products such as Tasya Farasya and increase their consideration in choosing influencers who have high persuasive abilities in influencing the perceptions of their followers."

"Laporan ini menyelidiki efektivitas pemasaran influencer untuk promosi produk di media sosial, dengan fokus khusus pada identifikasi tingkat influencer optimal untuk mencapai tujuan pemasaran secara hemat biaya. Penelitian ini menggunakan analisis data dan praktik yang digunakan oleh PT. IND, platform pemasaran influencer terkemuka di Indonesia. PT. IND menghubungkan merek dengan jaringan influencer yang luas, dikategorikan berdasarkan jumlah pengikut (micro-influencer, macro-influencer, dan mega-influencer). Analisis ini meneliti metrik biaya per jangkauan (Cost-per-Reach/CPR), biaya per interaksi (Cost-per-Interaction/CPI), dan biaya per tayang (Cost-per-View/CPV) yang terkait dengan kolaborasi influencer untuk menentukan tingkat paling hemat biaya untuk berbagai tujuan kampanye. Berdasarkan teori pemasaran yang relevan dan pengalaman praktis PT. IND, tesis ini membahas pertimbangan antara jangkauan, engagement, dan biaya yang terkait dengan tingkat influencer yang berbeda. Selain itu, penelitian ini menekankan pentingnya pengambilan keputusan berbasis data dalam pemilihan influencer, menganjurkan pendekatan holistik yang mempertimbangkan faktor-faktor di luar jumlah pengikut, seperti demografi audiens dan keselarasan konten dengan citra merek.

---

This report investigates the effectiveness of influencer marketing for social media product promotion, with a specific focus on identifying the optimal influencer tier for achieving marketing objectives on a cost-effective basis. The research utilizes an analyzing data and practices employed by PT. IND, a leading Indonesian influencer marketing platform. PT. IND connects brands with a vast network of influencers categorized by follower count (micro, macro, and mega-influencers). The analysis examines cost-per-reach (CPR), cost-per-interaction (CPI), and cost-per-view (CPV) metrics associated with influencer collaborations to determine the most cost-effective tier for various campaign goals. Drawing upon relevant marketing theories and the practical experience of PT. IND, this thesis explores the trade-offs between reach, engagement, and cost associated with different influencer tiers. Furthermore, the research emphasizes the importance of data-driven decision making in influencer selection, advocating for a holistic approach that considers factors beyond follower count, such as audience demographics and content alignment with the brand voice."