Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
Influencer Promote MSMEs: How Source Credibility and Parasocial Interaction to Purchase Intention During a Covid-19 Pandemic
Skripsi, 045 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 09:23:32
Oleh : Elsanty Mega Lestari - 175264046 (elsanty.mega.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : source credibility (attractiveness, trustworthiness, expertise, parasocial interaction, purchase intention, MSMEs
One of the affected MSMEs is Dimsanss in the city of Bandung. As many as 2000 MSMEs in Bandung were affected by the COVID-19 pandemic. Dimsans itself experienced a decline of up to 50% during the Covid-19 Pandemic. In addition, Dimsanss also has problems, namely in the field of promotion. In line with the difficulties that Dimsanss is experiencing, digital marketing is highly recommended and effective to attract consumers. One of the social media that currently occupies the number 1 position is YouTube. On YouTube, there are various Influencers, one of which is an Influencer engaged in the food sector. Influencers are one of the strategies to promote a product during the Covid-19 pandemic. Therefore, the purpose of this study is to measure whether influencers can influence the buying interest of MSMEs during the Covid-19 pandemic. This study uses quantitative research with the variables studied are source credibility (attractiveness, trustworthiness, expertise) and parasocial interaction on purchase intentions moderated by gender. This research uses quantitative and qualitative techniques. The questionnaire was distributed online to 400 respondents with the criteria of millennials who like to watch video reviews on YouTube and conducted interviews with nine respondents who want to watch food review videos on YouTube. The results showed that the hypothesis of source credibility variables (attractiveness, trustworthiness, expertise) and parasocial interaction significantly affected purchase intention. In addition, the researcher found that the parasocial interaction variable was the most influential on purchase intention. Furthermore, it was also found in this study that there are differences of men and women regarding trust and expertise in influencers. However, there is no difference in between men and women regarding attractiveness and parasocial interaction on purchase intention. In addition, the qualitative results show the reason for watching YouTube because of the long duration so that the information provided is complete. Then, respondents revealed that expertise in Influencer is the essential factor that must be possessed. Furthermore, respondents advised Dimsanss to always pay attention to the quality of dim sum, sauce, mayonnaise, and chili sauce. The results of this study are a guidebook containing proposed strategies for choosing the right influencers during the covid-19 pandemic. Keywords: source credibility (attractiveness, trustworthiness, expertise, parasocial interaction, purchase intention, MSMEs.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 09:23:32
Oleh : Elsanty Mega Lestari - 175264046 (elsanty.mega.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : source credibility (attractiveness, trustworthiness, expertise, parasocial interaction, purchase intention, MSMEs
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Deskripsi Alternatif :One of the affected MSMEs is Dimsanss in the city of Bandung. As many as 2000 MSMEs in Bandung were affected by the COVID-19 pandemic. Dimsans itself experienced a decline of up to 50% during the Covid-19 Pandemic. In addition, Dimsanss also has problems, namely in the field of promotion. In line with the difficulties that Dimsanss is experiencing, digital marketing is highly recommended and effective to attract consumers. One of the social media that currently occupies the number 1 position is YouTube. On YouTube, there are various Influencers, one of which is an Influencer engaged in the food sector. Influencers are one of the strategies to promote a product during the Covid-19 pandemic. Therefore, the purpose of this study is to measure whether influencers can influence the buying interest of MSMEs during the Covid-19 pandemic. This study uses quantitative research with the variables studied are source credibility (attractiveness, trustworthiness, expertise) and parasocial interaction on purchase intentions moderated by gender. This research uses quantitative and qualitative techniques. The questionnaire was distributed online to 400 respondents with the criteria of millennials who like to watch video reviews on YouTube and conducted interviews with nine respondents who want to watch food review videos on YouTube. The results showed that the hypothesis of source credibility variables (attractiveness, trustworthiness, expertise) and parasocial interaction significantly affected purchase intention. In addition, the researcher found that the parasocial interaction variable was the most influential on purchase intention. Furthermore, it was also found in this study that there are differences of men and women regarding trust and expertise in influencers. However, there is no difference in between men and women regarding attractiveness and parasocial interaction on purchase intention. In addition, the qualitative results show the reason for watching YouTube because of the long duration so that the information provided is complete. Then, respondents revealed that expertise in Influencer is the essential factor that must be possessed. Furthermore, respondents advised Dimsanss to always pay attention to the quality of dim sum, sauce, mayonnaise, and chili sauce. The results of this study are a guidebook containing proposed strategies for choosing the right influencers during the covid-19 pandemic. Keywords: source credibility (attractiveness, trustworthiness, expertise, parasocial interaction, purchase intention, MSMEs.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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- Supervisor: Dr. Mohamad Farid Najib, S.E., M.Si.
Co-Supervisor: Widi Senalasari, S.Ak., M.M., Editor: Erlin Arvelina
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