Analisis Efektivitas Influencer Marketing pada Instagram terhadap Produk RELX

Qeisa Akbar; Mohamad Rizan; Nofriska Krissanya

doi:10.55681/primer.v3i6.472

Authors

Qeisa Akbar Universitas Negeri Jakarta
Mohamad Rizan Universitas Negeri Jakarta
Nofriska Krissanya Universitas Negeri Jakarta

DOI:

https://doi.org/10.55681/primer.v3i6.472

Keywords:

Influencer Marketing, Instagram, Efektivitas, Vape, RELX

Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas influencer marketing khususnya platform Instagram terhadap produk RELX di wilayah Jabodetabek (Jakarta, Bogor, Depok, Tangerang, dan Bekasi). Dengan berkembangnya media sosial saat ini telah melahirkan strategi-strategi komunikasi pemasaran, salah satunya influencer sebagai pihak ketiga dalam mempengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode survei, data dikumpulkan melalui kuesioner online yang didistribusikan kepada 96 responden, berusia 21 tahun ke atas yang berdomisili di Jabodetabek, aktif menggunakan platform Instagram, dan pernah melihat konten influencer marketing RELX di Instagram. Data padra penelitian ini dianalisis menggunakan bantuan software SPSS (Statistical Program for Social Science). Hasil penelitian ini menunjukan bahwa keempat dimensi dari influencer marketing, yaitu kredibilitas, efektivitas ajakan, kualitas konten, dan authenticity berada dalam kategori Efektif Penelitian ini diharapkan bisa dijadikan referensi bagi brand dalam mengoptimalkan strategi komunikasi pemasarannya, khususnya menggunakan pihak ketiga yaitu influencer marketing di platform sosial media Instagram untuk meningkatkan keterlibatan dan keputusan pembelian konsumen.

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