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Analisis Hubungan Message Value dan Kredibilitas Influencer dengan Consumer Trust terhadap Branded Content di Media Sosial Studi Kasus: Instagram Beauty Influencer
Along with the significant annual growth of the beauty industry in Indonesia, there is a number of beauty influencers who have great influence in this industry. With the increasing use of SMI services by various companies, knowledge is needed about the factors that can increase the effectiveness of influencer marketing campaigns to achieve marketing goals, in particular to assess consumer trust in the content delivered by SMI through advertising message value and influencer credibility. This study was conducted with the aim of showing the relationship between the advertising value of messages conveyed by influencers and the credibility of SMI with consumer trust, where it is possible to achieve marketing objectives, namely brand awareness and purchase intentions. Data were collected using a convenience sampling method through online survey to Instagram users aged 13-54 years who follow Indonesian beauty influencers. Collected data were then processed and analysed using Partial Least Square ? Structural Equation Method (PLS-SEM). The results show that all dimensions of message value have a positive influence on consumer trust and purchase intention, and some dimensions of influencer credibility have a positive effect on consumer trust, brand awareness, and purchase intentions. This study also found that there was no significant relationship between consumer trust and brand awareness and purchase intentions. The results of this study can assist management in identifying and sorting out good SMIs in carrying out the influencer marketing process to get effective results.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12982 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia., 2021 |
|---|---|
| Edisi | - |
| Subjek | Social media Advertising value Influencer Source Credibility |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xi, 150 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |