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Meaning Transfer Model pada Social Media Influencer
Abstract
Tidak sedikit usaha milik social media influencer ramai dikunjungi oleh masyarakat pada awal peluncuran, namun usaha yang dijalankan tidak dapat bertahan lebih lama atau bahkan tidak memiliki brand attitude yang lebih baik dibandingkan brand yang di-endorse. Tujuan penelitian ini adalah menguji meaning transfer model untuk mengetahui perbandingan dari seorang social media influencer sebagai brand endorser dan brand entrepreneur pada pengaruhnya terhadap brand attitude dari kedua marketplace. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui survei kepada 110 responden yaitu followers Arief Muhammad. Hasil penelitian membuktikan Arief Muhammad sebagai social media influencer memiliki kredibilitas untuk memengaruhi brand attitude secara signifikan baik Tokopedia maupun Grebe, namun kredibilitas Arief Muhammad memiliki pengaruh lebih besar kepada brand attitude Tokopedia dibandingkan pengaruh kredibilitasnya terhadap brand attitude Grebe. Keahlian yang dimiliki oleh Arief Muhammad memiliki pengaruh paling besar terhadap brand attitude Tokopedia dan Grebe. Substansi penelitian ini memberikan kontribusi berupa kebaruan studi meaning transfer model untuk dilakukan pada social media influencer untuk menguji pengaruh kredibilitas yang dimiliki baik sebagai brand endorser dan brand entrepreneur.
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DOI: https://doi.org/10.31315/jik.v19i1.4293
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