PENGARUH SOCIAL MEDIA INFLUENCER TERHADAP TINGKAT INTENTION TO ONLINE SHOPPING - Emely Shulfani Marisa, - (2020)
Tujuan penelitian ini untuk memperoleh (1) Gambaran intention to online shopping (2) Gambaran social media influencer (3) Pengaruh social media influencer terhadap intention to online shopping pada followers akun instagram resmi Focallure Indonesia. Pengambilan sampel dalam penelitian ini menggunakan metode simple random sampling (pengambilan sampel secara acak) dengan menggunakan teknik probability sampling terhadap 200 pengguna akun. Teknik analisis yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan alat bantu program IBM SPSS AMOS versi 24.0 for Windows. Hasil temuan penelitian ini menunjukan bahwa gambaran intention to online shopping, gambaran social media influencer dan pengaruh social media influencer berada pada kategori baik. Implikasi dalam penelitian ini menunjukan Social Media Influencer memiliki pengaruh yang positif dan signifikan terhadap Intention to Online Shopping. Dimensi credibility dalam social media influencer memberi kontribusi yang paling besar dalam membentuk intention to online shopping. The purpose of this study was to obtain (1) an overview of the intention to online shopping (2) an overview of social media influencers (3) The influence of social media influencers on the intention to online shopping on followers of the official Focallure Indonesia Instagram account. Sampling in this study using simple random sampling method (random sampling) using probability sampling techniques to 200 account users. The analysis technique used is the analysis of Structural Equation Modeling (SEM) with IBM SPSS AMOS version 24.0 for Windows. The findings of this study indicate that the description of the intention to online shopping, the description of social media influencers and the influence of social media influencers are in good categories. The implication in this study shows that Social Media Influencers have a positive and significant influence on Intention to Online Shopping. The credibility dimension in social media influencers has the greatest contribution in shaping the intention to online shopping.