Pengaruh Influencer Type dan Disclosure of Sponsorship pada Konten Bersponsor di Instagram

  • Nadhira Pratiwi Destyana Fakultas Ekonomi dan Bisnis, Universitas Airlangga, Jalan Airlangga 4-6, Surabaya 60285, Indonesia
  • Gancar Candra Premananto Fakultas Ekonomi dan Bisnis, Universitas Airlangga, Jalan Airlangga 4-6, Surabaya 60285, Indonesia
Keywords: pemasaran influencer, influencer media sosial, influencer type, disclosure of sponsorship, product attractiveness, purchase intention

Abstract

Populernya penggunaan pemasaran influencer menjadikan influencer media sosial dan keefektifannya ketika melakukan endorse produk penting untuk dipertimbangkan oleh pemasar. Terlebih di beberapa negara peraturan kebijakan baru-baru ini mewajibkan influencer media sosial untuk mengungkapkan konten bersponsor saat menggunakan bentuk native advertising. Penelitian ini menguji pengaruh influencer type (micro- vs. macro-influencer) dan disclosure of sponsorship (disclosure vs. non-disclosure) pada unggahan bersponsor mereka di media sosial Instagram terhadap product attractiveness dan purchase intention menggunakan uji MANOVA. Penelitian ini menggunakan desain faktorial 2x2 pada 120 partisipan perempuan Generasi Millenial. Dalam penelitian ini, berdasarkan uji interaction effect, micro-influencer yang mengungkapkan unggahan bersponsor secara disclosure menghasilkan purchase intention yang tinggi dibandingkan influencer type dan disclosure of sponsorship lainnya. Berdasarkan uji main effect, disclosure of sponsorship secara disclosure oleh influencer menghasilkan product attractiveness dan purchase intention yang tinggi dibandingkan secara non-disclosure, sedangkan influencer type yang menghasilkan purchase intention yang lebih tinggi adalah micro-influencer.

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Published
2021-12-31
How to Cite
Destyana, N., & Premananto, G. (2021). Pengaruh Influencer Type dan Disclosure of Sponsorship pada Konten Bersponsor di Instagram. PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia, 4(2), 75-89. Retrieved from https://perwiraindonesia.com/eJournal/index.php/perwira/article/view/51