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Faktor - Faktor yang Memengaruhi Loyalitas Pengikut seorang Influencer di Instagram: Peran Interactivity terhadap Authenticity , Trust, dan Emotional Attachment

Rulia, Salsabila Putri - ; Gita Gayatri, M.M Ph.D. (Pembimbing/Promotor) - ;

This study aims to find out how followers are loyal to influencers by reviewing the role of Interactivity on Authenticity, Brand Trust, and Emotional Attachment in building Loyalty. The samples studied were those who had followed influencers on Instagram for at least three months, who were domiciled in Indonesia and aged 18-34 years. The number of respondents who were collected in this study were 331 respondents. The data that has been collected is processed using the Structural Equation Modeling (SEM) method and IBM AMOS 26 software. This study focuses more on examining influencers as human brands, rather than as brand endorsers. The results of this study indicate that Influencer Interactivity significantly effecting Influencer Authenticity, Emotional Attachment, and (Influencer) Brand Trust. Influencer Authenticity also significantly effecting (Influencer) Brand Trust, but not significantly effecting Emotional Attachment. Then this study found that Emotional Attachment and (Influencer) Brand Trust can both affect Loyalty. Managerial suggestions and further research are discussed in this study..Ada Tabel


Ketersediaan

Call NumberLocationAvailable
13535PSB lt.2 - Karya Akhir1
PenerbitDepok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022
Edisi-
SubjekInteractivity
Digital Marketing
Influencer Brand
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikxiii, 129 p. ; diagr. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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