Analisis Pengaruh Influencer’s Credibility dan Storytelling Promotion Terhadap

Marketing Effectiveness dan Purchase Intention

1.1 Rumusan Masalah

1. Bagaimana pengaruh influencer’s credibility terhadap marketing effectiveness?
2. Bagaimana pengaruh storytelling promotion terhadap marketing effectiveness?
3. Bagaimana pengaruh influencer’s credibility terhadap purchase intention?
4. Bagaimana pengaruh storytelling promotion terhadap purchase intention?
5. Bagaimana pengaruh marketing effectiveness terhadap purchase intention?

1.2 Tujuan Penelitian

1. Untuk mengidentifikasi pengaruh influencer’s credibility, terhadap marketing
effectiveness.
2. Untuk mengidentifikasi pengaruh storytelling promotion terhadap marketing
effectiveness.
3. Untuk mengidentifikasi pengaruh pengaruh influencer’s credibility, terhadap
purchase intention.
4. Untuk mengidentifikasi pengaruh storytelling promotion terhadap purchase
intention.
5. Untuk mengidentifikasi pengaruh marketing effectiveness terhadap purchase
intention

1.3. Manfaat Penelitian

1. Bagi penulis : penelitian ini diharapkan dapat memperluas wawasan peneliti
seputar influencer marketing dan social media advertising.
2. Bagi pemilik usaha : penelitian ini diharapkan dapat membantu para
wirausahawan dalam mengembangkan bisnisnya menggunakan teknik influencer
marketing dan social media advertising.
3. Bagi Peneliti selanjutnya : Penelitian ini diharapkan dapat menjadi sumber
referensi bagi peneliti selanjutnya yang ingin memperluas pemahamannya
mengenai topik terkait.

1.4 Model Penelitian

 Penelitian ini dilakukan dengan menggunakan 2 variabel independen, 1 variabel mediating,
dan 1 variabel dependen. Variabel independen yang digunakan adalah influencer’ credibility
dan storytelling promotion. Variabel mediating yang digunakan adalah marketing
effectiveness. Variabel dependen yang digunakan adalah purchase intention. Berdasarkan
variable - variabel yang telah ditentukan, maka dibentuklah model penelitian sebagai berikut :

1.5 Tabel Penelitian Terdahulu

No. Penulis Judul Metode Jurnal Variable Hasil
IC SP ME PI
1. Social Media Kuantitatif Journal • • Influencer
Influencer : of credibility was
An Effective Business reported to have
Marketing Research positive influences
Approach? on both types of
attitude, which is
consistent with
previous research
and confirms the
importance of
source credibility in
attitude
development. This
was found to be
likewise for mobile
convenience since
consumers tend to
cultivate a more
favorable attitude as
mobile convenience
decreases the time
and effort necessary
for information.
1. Influencer Kuantitatif Journal • • This study shows
marketing of that effectiveness of
2. and the Business communication
growth of Research efforts is determined
affiliates : in large part by the
The effects of ability and
language motivation to
features on process a message.
engagement The findings of the
behavior present study
advance the idea that
consumers lack the
motivation to
process much of the
content in social
media posts.
2. Influencer kuantitatif Journal • • First, perceived
marketing on of originality is an
3. TikTok : The Retailing essential driver of
effectiveness and intention to follow
of humor and Consume TikTok influencers'
followers’ r accounts and advice.
hedonic Services In addition, original
experience posts cause
followers to enjoy a
hedonic experience,
and to develop
perceptions that
influencers are
opinion leaders.
Second, quality and
quantity of
publications also
influence hedonic
experience and
opinion leadership,
albeit to a lesser
extent. On the other
hand, the results
showed that a high
quantity of posts
diminishes hedonic
experience. Third, a
key contribution of
this work is that
humor was found to
be an alternative
persuasion route.
Opinion leadership
may not influence
intention to follow
the account, but it
positively influences
intention to follow
the advice, which
supports commercial
 purposes.
Drama Goes Kuantitatif Journal • • The results of this
Viral: Effects of study suggest that
of Story Interacti telling a more
Development ve developed story up
on Shares and Marketin to its full
Views of g progression (as
Online measured on a five-
Advertising point drama scale
Videos based on Freytag's
Pyramid) does drive
virality producing
higher shares and
views across a
random sample of
global (US, UK,
AU) brand viral ad
videos (see Table 4
examples). Viral ad
videos with full five-
act story
development
resulted in higher
average shares and
views compared to
videos with less
story development
Effective Kuantitatif Journal • • • The empirical data
Influencer of show that social
Marketing : A Retailing identity positively
Social and dan storytelling
Identity Consume affect the
Perspective r effectiveness of
Services influencer
marketing, as
measured by
followers' purchase
intention, and this
effect is stronger
than those of
followers' interest fit
and influencers'
opinion leadership.
Investigating Kuantitatif Internati • • This study was
the Impact of onal conducted to expand
Social Media Journal the current
Advertising of understanding about
Features on Informati the main aspects
Customer on associated with
Purchase Manage social media ads and
Intention ment their impact on the
customer’s purchase
intention. A closer
 review of the related
literature leads to the
identification of
main factors
(performance
expectancy, hedonic
motivation, habit,
interactivity).
The Effects Kuantitatif Social • • Results showed or
of Social Sciences perceived influencer
Support and and credibility positively
Social Media Humaniti affects restaurant
Influencers’ es Open trust (H2: β = 0.220,
Credibility on t = 4.239, p < 0.05).
Emotional This result aligns
Brand with studies by
Attachment: (Hanna et al., 2020)
The and Leite and
Mediating Baptista (2022) that
Roles of perceived influencer
Trust in credibility positively
Multichannel influences brand
trust.

1.6 Hipotesis Penelitian

1). H0 : Influencer’s credibility tidak berpengaruh secara signifikan terhadap marketing

effectiveness.

H1 : Influencer’s credibility berpengaruh signifikan terhadap marketing effectiveness.

2). H0 : Storytelling promotion tidak berpengaruh signifikan terhadap marketing

effectiveness.

H1 : Storytelling promotion berpengaruh signifikan terhadap marketing effectiveness.

3). H0 : Influencer’s credibility tidak berpengaruh signifikan terhadap purchase intention.

H1 : Influencer’s credibility berpengaruh signifikan terhadap purchase intention.

4). H0 : Storytelling promotion tidak berpengaruh signifikan terhadap purchase intention.

H1 : Storytelling promotion berpengaruh signifikan terhadap purchase intention.

5). H0 : Marketing effectiveness tidak berpengaruh signifikan terhadap purchase intention.

H1 : Marketing effectiveness berpengaruh signifikan terhadap purchase intention.

1.7 Operasional Variabel

Penelitian ini terdiri dari dua variabel independen, yaitu Influencer’s Credibility dan
Storytelling Promotion. Sementara itu, terdapat juga variabel mediasi yaitu Marketing
Effectiveness dan variabel dependen yaitu Purchase Intention.

Variabel Pernyataan Adopsi Sumber Skala

Influencer’s IC1 Influencer ini dapat Müller et al., Ordinal

Credibility dipercaya 2018; Ohanian
(X1) 1990
IC2 Ordinal
Influencer ini ahli dalam
topik tersebut

IC3 Ordinal
Influencer ini
berpengalaman

Storytelling SP1 Saya akan Ordinal

Promotion merekomendasikan
(X2) Brand X kepada orang
terdekat saya.

SP2 Saya akan Ordinal

merekomendasikan
Brand X dibandingkan
Brand lainnya.

SP3 Orang-orang terdekat Ordinal

saya lebih banyak
merekomendasikan
Brand X daripada Brand
lainnya.

Marketing ME1 Media Social dari Brand Ordinal

Effectiveness X dengan mudah
(M1) mempengaruhi gaya
hidup saya.

ME2 Saya sangat sering Ordinal

menggunakan media
 sosial sehingga melihat
iklan dari Brand X
sehingga tertarik untuk
membeli.

ME3 Marketing Brand X yang Ordinal

mencakup luas
segmentasi pasar.

Purchase PI1 Saya berencana untuk Ali et al. (2020); Ordinal

Intention membeli produk Brand X Ashoer & Said
(Y) (2016); Hong &
PI2 Saya akan berusaha Cha (2013) Ordinal
untuk membeli produk
dari Brand X

PI3 Saya akan Ordinal

merekomendasikan
teman atau keluarga
untuk membeli produk
dari Brand X