EFEKTIVITAS INFLUENCER MARKETING MEDIA SOSIAL INSTAGRAM PADA MEDIA PROMOSI PRODUK KAHF

M. AJI RESTU KRESNA, . (2025) EFEKTIVITAS INFLUENCER MARKETING MEDIA SOSIAL INSTAGRAM PADA MEDIA PROMOSI PRODUK KAHF. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengevaluasi efektivitas strategi influencer marketing melalui media sosial Instagram pada media promosi produk Kahf, merek perawatan kulit pria di Indonesia. Menggunakan pendekatan kuantitatif deskriptif, data dikumpulkan melalui kuesioner online kepada 105 responden yang merupakan pengikut akun @kahfeveryday. Penilaian efektivitas dilakukan menggunakan kerangka 4C (Context, Communication, Collaboration, dan Connection). Hasil penelitian menunjukkan bahwa keempat dimensi tersebut dinilai sebagai “Sangat Efektif,” dengan Kolaborasi mendapatkan skor tertinggi dan Koneksi skor terendah, namun tetap berada dalam rentang “Sangat Efektif.” Hasil ini menunjukkan bahwa strategi pemasaran influencer Kahf berhasil menyampaikan pesan yang relevan, meningkatkan keterlibatan audiens, dan membangun koneksi emosional dengan konsumen. Penelitian ini menegaskan pentingnya pemilihan konten yang tepat dan kolaborasi dengan influencer yang sesuai untuk mengoptimalkan hasil kampanye digital. ***** This study aims to evaluate the effectiveness of influencer marketing on Instagram as a promotional medium for Kahf, a men’s skincare brand in Indonesia. Using a descriptive quantitative method, data were collected through an online questionnaire distributed to 105 respondents who follow @kahfeveryday. The study employs the 4C framework-Context, Communication, Collaboration, and Connection-to assess campaign effectiveness. Findings show that all four dimensions are rated as “Very Effective,” with Collaboration receiving the highest score and Connection the lowest, yet still within the “Very Effective” range. The results suggest that Kahf's influencer marketing strategy successfully delivers relevant messages, fosters audience engagement, and builds emotional connections with consumers. The study highlights the importance of using tailored content and the right influencers to maximize impact in digital marketing campaigns.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, S.E., M.Si., Ph.D. ; 2). Nofriska Krissanya, S.B., M.B.A,CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	M. Aji Restu Kresna .
Date Deposited:	04 Aug 2025 05:45
Last Modified:	04 Aug 2025 05:45
URI:	http://repository.unj.ac.id/id/eprint/57631

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