ANALISIS EFEKTIVITAS INFLUENCER MARKETING PADA INSTAGRAM PRODUK RELX

QEISA AKBAR, . (2026) ANALISIS EFEKTIVITAS INFLUENCER MARKETING PADA INSTAGRAM PRODUK RELX. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas influencer marketing khususnya platform Instagram terhadap produk RELX di wilayah Jabodetabek (Jakarta, Bogor, Depok, Tangerang, dan Bekasi). Dengan berkembangnya media sosial saat ini telah melahirkan strategi-strategi komunikasi pemasaran, salah satunya influencer sebagai pihak ketiga dalam mempengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode survei, data dikumpulkan melalui kuesioner online yang didistribusikan kepada 96 responden, berusia 21 tahun ke atas yang berdomisili di Jabodetabek, aktif menggunakan platform Instagram, dan pernah melihat konten influencer marketing RELX di Instagram. Data pada penelitian ini dianalisis menggunakan bantuan software SPSS (Statistical Program for Social Science). Hasil penelitian ini menunjukan bahwa keempat dimensi dari influencer marketing, yaitu kredibilitas, efektivitas ajakan, kualitas konten, dan authenticity berada dalam kategori “Efektif” Penelitian ini diharapkan bisa dijadikan referensi bagi brand dalam mengoptimalkan strategi komunikasi pemasarannya, khususnya menggunakan pihak ketiga yaitu influencer marketing di platform sosial media Instagram untuk meningkatkan keterlibatan dan keputusan pembelian konsumen. ***** This study aims to analyze the effectiveness of influencer marketing specifically on Instagram for RELX products in the Jabodetabek region (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The current growth of social media has given rise to new marketing communication strategies, one of which involves influencers as third parties who influence consumers’ purchasing decisions. This study employs a descriptive quantitative approach using a survey method. Data were collected via an online questionnaire distributed to 96 respondents aged 21 and older who reside in the Jabodetabek region, are active on Instagram, and have viewed RELX influencer marketing content on Instagram. The data were analyzed using SPSS (Statistical Program for the Social Sciences) software. The results of this study indicate that the four dimensions of influencer marketing; credibility, call-to-action effectiveness, content quality, and authenticity which fall into the “Effective” category. It is hoped that this study can serve as a reference for brands in optimizing their marketing communication strategies, particularly by utilizing third parties, namely influencer marketing on the Instagram social media platform to increase consumer engagement and influence purchasing decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Mohamad Rizan, S.E., M.M. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Qeisa Akbar .
Date Deposited:	15 Oct 2026 03:26
Last Modified:	15 Oct 2026 03:26
URI:	http://repository.unj.ac.id/id/eprint/73752

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