Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
The Role of Nano Influencer on E-WOM Engagement in Social Media towards Consumer Purchase Intention for Food and Beverages Local Business
Skripsi, 050 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 13:06:00
Oleh : Livia Nadhifa Putri - 175264051 (livia.nadhifa.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : Social Media Influencer, Influencer Marketing, Nano Influencer, Electronic Word-of-Mouth, Social Media
The spread of information channeled through the Internet makes many companies take advantage of this opportunity to market their products online. Besides electronic commerce, social media is currently the most popular technology in the world. All information can be obtained through social media. This thing is built by electronic word of mouth (E-WOM) from fellow users. Influencer marketing is the result of E-WOM carried out by many social media users to produce opinion leaders. However, there are many categories of influencer marketing, which makes it difficult for many companies to determine the right target influencers for their marketing strategy. It is undeniable that the more followers of the influencer on social media, the more trusted it would be. In contrast, Nano influencers are the smallest among types of influencers, but some opinions say that their engagement rate is relatively large compared to others. Unfortunately, this has not been widely used and known by many companies. Therefore, this study is to identify the role of nano influencers in E-WOM engagement on Instagram and analyze the quality and credibility of the information provided on consumer purchase intention. This study uses descriptive analysis and cross-sectional type by distributing questionnaires to 404 respondents who use social media and at least follow and see reviews from nano influencers regarding food and beverage local businesses. This study takes information quality and credibility variables adapted from the Erkan and Evans research model and add social media influencer and E-WOM engagement variables to measure their effect on purchase intention. They were analyzed using the SmartPLS application to test the hypothesis in this study. The results show that the role of nano influencers measured by social media influencers, E-WOM engagement and information quality on purchase intention leads to significant and positive relationships. This study can help companies, local businesses, or SMEs doubt using nano influencers as their marketing strategy.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 13:06:00
Oleh : Livia Nadhifa Putri - 175264051 (livia.nadhifa.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : Social Media Influencer, Influencer Marketing, Nano Influencer, Electronic Word-of-Mouth, Social Media
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Deskripsi Alternatif :The spread of information channeled through the Internet makes many companies take advantage of this opportunity to market their products online. Besides electronic commerce, social media is currently the most popular technology in the world. All information can be obtained through social media. This thing is built by electronic word of mouth (E-WOM) from fellow users. Influencer marketing is the result of E-WOM carried out by many social media users to produce opinion leaders. However, there are many categories of influencer marketing, which makes it difficult for many companies to determine the right target influencers for their marketing strategy. It is undeniable that the more followers of the influencer on social media, the more trusted it would be. In contrast, Nano influencers are the smallest among types of influencers, but some opinions say that their engagement rate is relatively large compared to others. Unfortunately, this has not been widely used and known by many companies. Therefore, this study is to identify the role of nano influencers in E-WOM engagement on Instagram and analyze the quality and credibility of the information provided on consumer purchase intention. This study uses descriptive analysis and cross-sectional type by distributing questionnaires to 404 respondents who use social media and at least follow and see reviews from nano influencers regarding food and beverage local businesses. This study takes information quality and credibility variables adapted from the Erkan and Evans research model and add social media influencer and E-WOM engagement variables to measure their effect on purchase intention. They were analyzed using the SmartPLS application to test the hypothesis in this study. The results show that the role of nano influencers measured by social media influencers, E-WOM engagement and information quality on purchase intention leads to significant and positive relationships. This study can help companies, local businesses, or SMEs doubt using nano influencers as their marketing strategy.
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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: Adila Sosianika S.E., MAIMM.
Co-Supervisor: Widi Senalasari, S.Ak., M.M., Editor: Erlin Arvelina
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File : CHAPTER 2 - 175264051.pdf
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File : CHAPTER 5 - 175264051.pdf
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