PENGARUH INSTAGRAM INFLUENCER PADA IMPULSE BUYING PRODUK FASHION

AVRYLIA INDAH SARI, . (2023) PENGARUH INSTAGRAM INFLUENCER PADA IMPULSE BUYING PRODUK FASHION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mendapatkan informasi mengenai pengaruh Instagram influencer pada impulse buying produk fashion berdasarkan aspek dari influencer berupa expertise (keahlian), trustworthiness (kepercayaan), similarity (kesamaan), familirity (keakraban) dan liking (kesukaan) serta aspek dari impulse buying yang meliputi spontanitas; kekuatan, kompulsi dan intensitas; kegairahan dan stimulasi; dan ketidakpedulian akan akibat. Metode penelitian menggunakan metode deskriptif dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 90 responden. Metode analisis menggunakan Chi-Square. Hasil penelitian ini menunjukkan pada influencer indikator yang memiiki pengaruh paling tinggi adalah indikator similiarity (kesamaan) dengan persentase sebesar 100%. Pada impulse buying indikator yang memiliki pengaruh paling tinggi adalah indikator kegairahan dan stimulasi dengan kategori sangat tinggi sebesar 78.9%. Hasil analisis data menunjukkan value 0,00 < 0,05. Semakin besar pengaruh Instagram influencer maka semakin besar pula tingkat impulse buying pembelian produk fashion. Setiap perubahan nilai yang terjadi pada influencer akan meningkatkan impulse buying sebesar 5.333. ***** This study aims to obtain information about the influence of Instagram influencers on impulse buying of fashion products based on aspects of influencers in the form of expertise, trustworthiness, similarity, familiarity and liking as well as aspects of impulse buying that are includes spontaneity; strength, compulsions and intensity; excitement and stimulation; and indifference to the consequences The research method uses a descriptive method with a quantitative approach.The sample of this research is 90 respondents. The analytical method uses Chi-Square. The results of this study show in influencer the indicator that has the highest influence is the indicator similarity with a percentage of 100%. In impulse buying, the indicator that has the highest influence is the indicator of excitement and stimulation with a very high category of 78.9%. The results of data analysis show a value of 0.00 <0.05. The bigger the influence of Instagram Influencer the higher the level impulse buying product purchase fashion. Any change in value that occurs in influencer will improve impulse buying of 5,333.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Melly Prabawati, M.Pd. ; 2). Esty Nurbaity Arrsy. S.Pd., M.Km.
Subjects:	Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 17328 not found.
Date Deposited:	02 Mar 2023 05:56
Last Modified:	02 Mar 2023 05:56
URI:	http://repository.unj.ac.id/id/eprint/37571

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