Pengaruh Influencer terhadap Minat Beli Followers

Abstrak / Ringkasan

The development of digital media, especially the dissemination of content on social media, facilitates the dissemination of news, especially buying and selling activities. The amount of public consumption of products promoted by social media influencers is very influential on the growth of the digital economy. One of the rising influencers is Fadil Jaidi. The problem in this study is whether or not there is an influencer's influence on followers' buying interest. The purpose of this study is to determine simultaneously and partially the effect of the independent variable on the dependent variable. The method used in this research is descriptive quantitative research method. The population in this study were followers of the Instagram account @fadiljaidi, totaling 6.1 JT. The results of this study prove that 56.3% of followers' buying interest is influenced by influencers. The remaining 43.7% is influenced by other factors not examined in this study. Suggestions that researchers give to further researchers, should study more deeply about the theory of the influence of promotions such as marketing communications and use other variables that have not been studied in this study such as product quality and price.

Keywords: Influencer, Buying Interest, Instagram.

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