ANALISIS EFEKTIVITAS KEY OPINION LEADER PADA PRODUK SMARTPHONE INFINIX (STUDI KASUS PADA GENERASI Z JABODETABEK)

MUHAMMAD RAYENDRA PRATAMA, . (2025) ANALISIS EFEKTIVITAS KEY OPINION LEADER PADA PRODUK SMARTPHONE INFINIX (STUDI KASUS PADA GENERASI Z JABODETABEK). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui efektivitas Key Opinion Leader pada Produk Smartphone Infinix pada Generasi Z. Menggunakan metode penelitian kuantitatif yang diukur dengan skala likert. Populasi yang digunakan adalah pengguna smartphone Infinix, pernah berinteraksi dengan konten key opinion leader Infinix, berusia 17-28 tahun, berdomisili di wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Teknik pengambilan sampel penelitian ini menggunakan purposive sampling sebanyak 150 responden yang diperoleh dari penyebaran kuesioner kepada responden secara online melalui Google Form. Teknik analisis penelitian ini yaitu menggunakan software SPSS (Stastical Program for Social Science). Hasil ini menunjukkan bahwa Trustworthiness, Expertise, Attractiveness, Respect, dan Similarity pada key opinion leader terbukti efektif terhadap minat Generasi Z untuk membeli Smartphone Infinix. ******* This study aims to examine the effectiveness of Key Opinion Leaders in promoting Infinix smartphone products to Generation Z. A quantitative research method was employed using a Likert scale measurement. The population consists of Infinix smartphone users aged 17–28 years, residing in Jakarta, Bogor, Depok, Tangerang, and Bekasi, who have interacted with KOL content related to Infinix. The sampling technique used was purposive sampling, involving 150 respondents selected through an online questionnaire distributed via Google Form. Data were analyzed using the SPSS (Statistical Program for Social Science) software. The results show that the dimensions of Trustworthiness, Expertise, Attractiveness, Respect, and Similarity in Key Opinion Leaders Influence Generation Z’s interest in purchasing Infinix smartphones. Keywords: Key Opinion Leader, TEARS Model, Influencer Marketing, Generation Z.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, M.M. 2). Adnan Kasofi, S.Pd., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Muhammad Rayendra Pratama .
Date Deposited:	13 Aug 2025 20:08
Last Modified:	13 Aug 2025 20:08
URI:	http://repository.unj.ac.id/id/eprint/60269

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