PENGARUH KREDIBILITAS INFLUENCER MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI KONSUMEN DOUBLETREE BY HILTON SURABAYA

Abstract

Abstrak

Penelitian ini dibuat untuk mengetahui Pengaruh Kredibilitas Influencer media sosial Instagram terhadap Minat beli konsumen DoubleTree by Hilton Surabaya. Penelitian ini melibatkan sebanyak 102 responden yang mengikuti akun Instagram Melvin Tenggara, Amanda Kohar, Mrboo, Vicky Yuwono, dan rio Oliver.  Jenis penelitian adalah kuantitatif, dan metode pengolahan data menggunakan regresi linier berganda untuk menganalisa data. Hasil penelitian ini menunjukan kredibilitas influencer berpengaruh signifikan terhadap minat beli DoubleTree by Hilton Surabaya. Variabel familiarity, trustworthy, dan attractiveness berpengaruh positif dan signifikan terhadap minat beli DoubleTree by Hilton Surabaya. Variabel yang paling dominan pada penelitian ini adalah trustworthy.

Kata kunci: Media Sosial, Instagram, Influencer, Minat beli.

Abstract

This research is made to know the influence of credibility influencer media social Instagram on purchase intention consumer’s DoubleTree by Hilton Surabaya. This research involved 102 respondents who followed Instagram account from Melvin Tenggara, Amanda Kohar, Mrboo, Vicky Yuwono, and rio Oliver. The type of research is quantitative, and the data processing method uses multiple linear regression to analyze the data. The results of this study indicate that influencer credibility has a significant effect on purchase intention in DoubleTree by Hilton Surabaya. The variable of familiarity, trustworthy and attractiveness have a positife and significant effect on purchase intention in DoubleTree by Hilton Surabaya.  The most dominant variable ini this research is trustworthy.

Keywords: Social Media, Instagram, Influencer, Purchase intention.