Strategi Pemasaran Melalui Media Sosial Instagram Pada Perusahaan Mochi Tsuki Sukabumi

No. Title Year

Pemanfaatan Micro-Influencer pada Media Sosial

1 2020
sebagai Strategi Public Relations di Era Digital

2 Food Blogger Instagram : Promotion Through Social 2017

Influencer Dan Strategi Penjualan : Studi Netnografi

3 pada pengguna Jasa Selebgram Sebagai Media 2020
Promosi

The Impact of Social Media Influencers on Purchase

4 Intention and the Mediation Effect of Custumer 2017
Attitude
 The Impact Of Social Media Influencer And Brand
5 2019
Images To Purchase Intention

6
7
8
9
10
11
12
13
14
15
rusahaan Mochi Tsuki Sukabumi

Purpose

Tujuan dari penelitian ini adalah untuk mengetahui tingkat efektivitas media sosial Tik Tok sebagai wadah untuk men
pandemi Covid19.

Penelitian ini bertujuan untuk mengetahui promosi melalui food blogger pada media sosial instagram terhadap minat

Penelitian ini bertujuan untuk mengetahui sejauh mana dampak penggunaan influencer sebagai strategi promosi di me

This study is designed to investigate the effectiveness of social media influencers, focusing on source credibility, sour
and meaning transfer.
The major objective of this study is to examine the effect of social media influencers on purchase behaviour for beaut
current study also will examine the mediating role of brand images towards social media influencer and pur chase inte
 Dependent Variables

Kenaikan Penjualan

Minat Beli

Kenaikan Penjualan

Buying Interest and Customer Attitude

Consumer Purchase Intention
 Independent Variables Theories

Volume Penjualan dan Efektivitas Media

Pemasaaran melalui media TikTok
Sosial

Promosi melalui Food Blogger Social Media Marketing dan Food Blogger

Promosi dengan menggunakan Jasa Influencer Strategi Penjualan dan Influencer

Product Marketing with social media influencers as third

Social learning theory
parties
 1. Theory of Brand Images Theory, 2. Theory
Markting Through Social Media and Brand Image of Communication, 3. Theory of Purchase
Intention.
 Data Collection Methods

Penelitian dilakukan dengan metode kualitatif

Penlitian ini merupakan penelitian kuantitatif

Penelitian ini menggunakan pendekatan kualitatif

Survey questionnaires were distributed to respondents for data

collection. In this study, the purposive sampling technique was
adopted by selecting current public university students in
Malaysia.
This study using a purposive sampling technique
conducted by interview method through questionnaires online
using google form application.
 Statistical Techniques

Research Methodology

Analisis Regresi Linier Berganda

Research Exploratory

Analisis Common Method Variance

Structural Equation Modeling (SEM)
 Result

Micro-influencer dilihat efektif dan telah berdampak dalam mempengaruhi pengikut

mereka di media sosial. Pemanfaatan micro-influencer ini dapat menjadi strategi yang
efektif jika perusahaan mampu mengenali target audiens mereka dan influencer yang
sesuai dengan target komunikasi tersebut.

Promosi melalui food blogger pada media sosial instagram dimata responden secara
keseluruhan berada dalam kategori baik. Hal ini menunjukkan bahwa promosi melalui
food blogger pada media sosial instagram dapat menjadi alat yang bisa digunakan oleh
pelaku usaha restoran dalam melakukan promosi usahanya.

Hasil dari penelitian ini diantaranya memberikan gambaran bahwa terdapat dampak
yang positif maupun yang negatif dari penggunaan jasa influencer. Perusahaan harus
jeli dalam pemilihan influencer yang disesuaikan dengan segmentasi produk, harga
serta latar belakang influencer dikarenakan masyarakat saat ini sudah semakin cerdas
dan selektif dalam menentukan pilihan pembelian.

1. This study revealed the effects of source credibility, source attractiveness, product
match-up, and meaning transfer on consumer’s attitude and purchase intention. Firstly,
source credibility of social media influencers was found to have an insignificant
relationship with attitude and purchase intention (H1 and H2 were rejected). 2.
Secondly, source attractiveness of social media influencers failed to influence
consumers' purchase intention (H3 was rejected). 3. Next, social media influencers’
product match-up was found to be significant with purchase intention and consumer
attitude (H5 and H6). 4. Subsequently, the results revealed that meaning transfer of
social media influencers
has a positive relationship in illustrating consumer attitude and purchase intention (H7
and H8). 5. Moreover, a positive relationship hypothesis between customer attitude and
purchase intention was valid (H9). 6. Lastly, consumer attitude was proven to be
significantly mediate the relationship between source attractiveness, product match-up,
and meaning transfer (H11 to H13).
The result of this study hammering the current believes that it is true the medial social
influencer has a significant impact on building the brand images, and it has positive
correlation. But based on the study, using social media influencers to influence
consumer’s purchase intention was not giving a significant impact. It will help the
brand to build a perceived image on consumer’s minds then the brand image was
driving their consideration to purchase. The result from H1, bolding current changes in
communication where company or brand chose social media influencer to deliver their
persuasive message since it is giving significant and positive impact on sharpening
their images. Unfortunately, as a result of H2, give a warning to companies on
connecting sales figures with social media influencers because they don’t give
significant and positive impact to purchase intention. But they have the ability to
improve the images. By improving company or brand images, it is will drive the sales,
as mention on H3, brand image gives a positive and significant impact to purchase
intention.
 Limitations

Penelitian ini terbatas pada perspektif micro-influencer yang

telah bekerja sama dengan sejumlah perusahaan atau brand
untuk kepentingan iklan atau kampanye komunikasi tertentu,
mulai dari proses pengemasan pesan hingga eksekusi dan
observasi dampaknya di linimasa influencer tersebut.

Penelitian ini hanya terbatas dengan penggunaan empat

variabel yaitu Context, Communication, Collaboration, dan
Connection.

Penelitian ini hanya mengambil sample 3 (tiga) perusahaan

yang berlokasi di Jawa Timur.

The respondents' backgrounds were also a restricting factor, as

they were predominantly teenagers with minimal income.
This research focuses on the effect of influencer from various
social media like Facebook, Twitter, Youtube, Instagram, etc,
to brand image and millennials’ purchase intention through
persuasive communication from influencer for beauty and skin
care products.
 Future Study Suggestions

Peneliti tidak melakukan penelitian dari sisi perusahaan yang memanfaatkan

influencer, maupun pengikut dari influencer tersebut. Penelitian lanjutan terhadap
dua aspek ini dapat menjadi saran untuk penelitian selanjutnya.

Pada penelitian selanjutnya diharapkan melakukan penelitian dengan menggunakan

variabel lain yang berhubungan dengan pemanfaatan promosi melalui food blogger
pada media sosial instagram seperti menambahkan pengaruh electronic word of
mouth terhadap minat beli

strategi untuk perusahaan baru dan cakupan sample yang lebih luas bisa menjadi
rujukan perusahan dalam penerapan strategi marketing di masa yang akan datang.

Future studies should expand to a wider range of millennial consumers, and

potentially other generation cohorts to achieve a set of more credible findings
Future research should investigate their purchase behaviour whether they will go
out directly to buy the product at offline store or they will continue surfing on
internet to buy online
 Questionnaire question
Name of Journal
availability for measurement

Jurnal Ilmu
Tidak ada Komunikasi
ULTIMACOMM

Skala Likert Jurnal Ecodemica

Jurnal Manajemen
Dropdown Questions
dan Bisnis

Asian Journal of
Likert Scale
Business Research
 Journal of Applied
Likert Scale
Management
No. Ideas
1 Push and Pull Demand of Geotourism Marketing in Pelabuhanratu
2 Entrepreneurial intentions of local womans
3 efek mitos terhadap destinasi
Attitude masyarakat dalam melibatkan aktivitas mistis pengembangan geopark
4
pelabuhan ratu
5 community empowerment Before and After designation
6
7
8
9
10
11
12
 Method

Fenomenologi
atau eksperimen
No. Variables Type of Variable