Analysis of Followers Buying Interest in the @Itsmekaia Instagram Account using the Elaboration Likelihood Model Theory

Nuriyati Samatan; Marwan Londol; Robingah; Jun Firmansyah; Ludofika Pradnya Diva Kintani

doi:10.38035/sijdb.v3i1.264

Authors

Nuriyati Samatan Universitas Nasional Jakarta, Jakarta, Indonesia
Marwan Londol AMIK Luwuk Banggai, Sulawesi Tengah, Indonesia
Robingah Universitas Gunadarma, Jakarta, Indonesia
Jun Firmansyah Universitas PTIQ, Jakarta, Indonesia
Ludofika Pradnya Diva Kintani Universitas Gunadarma, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/sijdb.v3i1.264

Keywords:

Celebrity Endorser, Buying Interest, Instagram, @itsmekaia, Elaboration Likehood Model

Abstract

Abstract:

This research aims to measure the effect of Credibility (Variable X1); Celebrity Endorser (Variable X2) on the Followers' Buying Interest (Variable Y). The object of research is the @itsmekaia Instagram account using the Elaboration Likehood Model theory.The type of research is quantitative, with a Positivistic paradigm. The object of research is the Instagram account @ itsmekaia, the research subject is the followers on the Instagram account @itsmekaia, which is selected according to predetermined criteria. This research uses non probability sampling technique with purposive sampling method. Determination of the sample size using the Slovin Formula, with a margin of error of 0.5%, the number of respondents is 400.The results of the research involving 400 respondents showed through the Ftest (simultaneous) that Ho3 was rejected and Ha3 was accepted with a calculated Fvalue of 222.146 greater than 3.018 ftable. This showed a significant relationship between message credibility and celebrity endorser credibility on purchase intention. Analysis using the Elaboration Likelihood Model showed that the persuasive message process through credibility and Celebrity Endorser, called the Middle Path, had an effect on followers' purchase intention. The results also showed that the Middle Path jointly influences through the Periphery Path, when persuasive messages attract followers through the appearance, language and gestures of celebrity endorsers.

References

Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analysing the effect of social media on brand attitude and purchase intention: The case of Iran Khodro Company. Procedia-Social and Behavioral Sciences, 143, 822-826.

Annisa, N., & Heriyanto, M. (2017). Pengaruh Country Of Origin Dan Brand Image Terhadap Minat Beli Pada Produk Smartphone Samsung (Studi Pada PT Samsung Electronic Indonesia Cabang Pekanbaru). Jurnal Online Mahasiswa Fisip, 4(2), 1–8.

Appelman, A & S. Shyam S. (2015). Measuring Message Credibility: Construction and Validation of an Exclusive Scale. Journalism & Mass Communication Quarterly, SAGE Publications. 1-21.

Azwar, S. (2007). Sikap Manusia Teori dan Pengukurannya. Yogyakarta: Pustaka belajar.

Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.

Business Insider. (2019). Generation Z: Latest Characteristics, Research, and Facts. Accessed January 19th 2023.

Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues and Research in Advertising, 40(3), 258–274. https://doi.org/10.1080/10641734.2018.15 21113.

Fadhilah, L. A. (2022). Pengaruh Komunikasi Pemasaran dan Affiliate Marketing Akun Instagram @nazwaadinda_Terhadap Minat Pembelian Produk Pada Followersnya. Nivedana: Jurnal Komunikasi dan Bahasa, 3(2), 97-109.

Fraenkel, J., Wallen, N., & Hyun, H. (1993). How to Design and Evaluate Research in Education 10th ed. McGraw-Hill Education.

Indrawan, F. A., Oktarina, R. A., & Kristiyono, J. (2022). Peendorsement Akun Instagram@ TasyaFarasya Terhadap Minat Beli Pengikutnya. DIGICOM: Jurnal Komunikasi Dan Media, 2(2), 43-53.

Indrayuni, E. (2019). Klasifikasi Text Mining Review Produk Kosmetik Untuk Teks Bahasa Indonesia Menggunakan Algoritma Naive Bayes. Jurnal Khatulistiwa Informatika, 7(1).

Kasiram (2008) Metodologi Penelitian Kualittif dan Kuantitatif. Malang: UIN – Maliki Press Malang.

Ningsih, S., & Dukalang, H. H. (2019). Penerapan metode suksesif interval pada analsis regresi linier berganda. Jambura Journal of Mathematics, 1(1), 43-53.

Nur, Y. (2018). Pengaruh Celebrity Endorser Pada Media Sosial Instagram Terhadap Minat Pembelian Produk Lazeta Skin Care di Makassar. Jurnal Bisnis dan Kewirausahaan, 7(1).

Ohanian, Roobina (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Ex-pertise, Trustworthiness, and At-tractiveness. Journal of Advertis-ing, 19 (3), 39-52.

Petty, R. E., Cacioppo, J. T., Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Springer New York. (pp. 1-24).

Prajaka, H. (2016). Hubungan Penguasaan Matematika dan Fisika Terhadap Penguasaan Mekanika Teknik Pada Siswa SMK Negeri di Surabaya. Jurnal Kajian Pendidikan Teknik Bangunan, 2(2/JKPTB/16).

Prakoso, H. D. (2017). Pengaruh Daya Pikat, Kepercayaan, dan Keahlian Celebrity Endorser Christian Gonzales Terhadap Minat Beli Specs.

Rahmawati, M., & Lestari, S. P. (2021). Pengaruh Penggunaan Selebgram Terhadap Minat Beli Konsumen. Jurnal Ekonomi Perjuangan, 2(2), 138–153.

Ridha, A., Perdana, A. H., & As’ad, A. (2018). Celebrity Endorser Pada Jejaring Sosial Instagram Untuk Menarik Minat Pembelian Calon Konsumen. Jurnal Economic Resource, 1(1), 86–96. https:// doi.org/10.33096/jer.v1i1.61

Ruggiero, T. (2000). Uses and Gratifications Theory in the 21st Century, Mass Communication & Society 3(1):3- 37. DOI:10.1207/S15327825MCS0301_02

Sabila, A. A., Martha, E. S., & Anwar, R. C. (2022). Pengaruh Publik Figur Sebagai Brand Ambasador Terhadap Minat Beli Produk Skincare: indonesia. Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS), 2(3), 328-331.

Samatan, N. (2017). Riset Komunikasi 1. Jakarta: Penerbit Gunadarma.

Samatan, N. (2018). Riset Komunikasi II. Jakarta: Gunadarma.

Schiffman & Kanuk. (2004). Perilaku Konsumen (edisi 7). Jakarta: Prentice Hall.

Setiadi, N. J. (2013). Perilaku Konsumen. Edisi Revisi. Jakarta: Kencana Prenada Media Group.

Setiawan, B. (2015). Teknik Hitung Manual Analisis Regresi Linear Berganda Dua Variabel Bebas, e-book.

Sita, K. R. (2018). Pengaruh Online Consumers Review Terhadap Minat Pembelian Pada Website Bukalapak DiIndonesia (Studi Eksplanatif Pada Penggunaan Aplikasi dan Website Bukalapak dengan Pendekatan Elaboration LikelihoodModel). Repository Universitas Brawijaya, 1-110.

Stephanie, Elizabeth., Leonid J.R., & Yohanes S. K. (2013). Analisa Pengaruh Rio Dewanto dan Donita Sebagai Celebrity Endorser Terhadap Minat Beli Produk Axe Anarchy Dengan Daya Tarik Iklan dan Efek Iklan Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran. Vol. 1, No. 2, Hal 1-9

Stephannie, C. (2021). Berapa Lama Orang Indonesia Akses Internet dan Medsos Setiap Hari?https://tekno.kompas.com/read/2021/02/23/11320087/berapa-lama-orang-indonesia-akses-internet-dan-medsossetiap-hari?page=all.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Sujarweni, V. Wiratna. (2014). Metode Penelitian: Lengkap, Praktis, dan Mudah Dipahami. Yogyakarta: Pustaka Baru Press.

Venus, A. (2004). Manajemen Kampanye Panduan Teoretis dan Praktis dalam Mengefektifkan Kampanye Komunikasi. Bandung: Simbiosa Rekatama Media.

Widiastuti, T. (2017). Analisis Elaboration Likelihood Model Dalam Pembentukan Personal Branding Ridwan Kamil di Twitter. Jurnal ASPIKOM, 588-603.

Wilson, S., Leong, P., Nge, C., & Hong, N. (2011). Kepercayaan dan Kredibilitas Kaum Muda Perkotaan Pada Media Berita Online. Jurnal Komunikasi Malaysia, 27(2), 97-120.

Wiryawan, M. A., & Widyo N. (2021). Pengaruh Terpaan Akun Instagram @Bekasifood Terhadap Preferensi Dalam Memilih Kuliner Di Bekasi. Jurnal Komunikasi Nusantara, 3(2), 140-149.

Yuliara, I. M. (2016). Regresi Linier Berganda. Denpasar: Universitas Udayana.

Yusup, P. M. (2022). Ilmu Informasi, Komunikasi, dan Kepustakaan Edisi Kedua. Jakarta: Bumi Aksara.

https://databoks.katadata.co.id/datapublish/2023/09/26/ Diakses pada tanggal 2 Desember 2023.

https://www.suara.com/entertainment/2022/02/03/164232/profil-kaia-syarief-selebgram-kakak-aliando-juga-main-diganteng-ganteng-serigala. Accessed June 12th 2024.