PENGARUH KARAKTERISTIK INSTAGRAM INFLUENCER TERHADAP BRAND IMAGE SKINNYCOOK SEMARANG

TANUJAYA, KEVIN ARROWMAX (2021) PENGARUH KARAKTERISTIK INSTAGRAM INFLUENCER TERHADAP BRAND IMAGE SKINNYCOOK SEMARANG. Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh variabel Instagram Influencer terhadap Brand Image Skinnycook di Semarang. Berdasarkan dari sudut pandang konsumen, Instagram Influencer dilihat dari empat variabel yaitu visibility, credibility, attraction dan power. Sampel yang digunakan dalam penelitian ini berjumlah 36 responden. Adapun metode pengambilan sampel dengan menggunakan teknik purposive sampling. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dan uji hipotesis. Hasil penelitian menunjukkan bahwa variabel Instagram Influencer yaitu visibility, credibility, attraction dan power berpengaruh secara simultan terhadap Brand Image Skinnycook. Secara parsial tiap tiap variabel visibility, credibility, attraction dan power berpengaruh secara signifikan dan positif terhadap Brand Image Skinnycook. Hasil ini menunjukkan bahwa pelanggan memandang Instagram Influencer mempengaruhi Brand Image, maka dari itu Skinnycook sebaiknya mempertahaankan penggunaan Instagram Influencer untuk meningkatkan Brand Image Skinnycook di Semarang

Item Type: Thesis (Other)
Subjects: 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations > Brands
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: mr AM. Pudja Adjie Sudoso
Date Deposited: 19 Nov 2021 02:22
Last Modified: 19 Nov 2021 02:22
URI: http://repository.unika.ac.id/id/eprint/27407

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