Pengaruh Emosional dan Rasional Influencer Brand Post

Authors

  • Sofiya Sofiya Universitas Trisakti , Indonesia
  • Fida Hasanah Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.14659

Keywords:

Influencer Post (Emotional Branding dan Rational Branding), E-Wom, Purchase Intention

Abstract

Penelitian ini bertujuan untuk menganalisi Pengaruh Emosional dan Rasional Influencer Brand Post terhadap E-wom dan Purchase Intention. Sampel dalam penelitian ini berjumlah 118 responden, pada penelitian ini menggunakan Non- Probability Sampling yang artinya penarikan sampel bersifat subjektif yang berarti tidak semua populasi memiliki kesempatan untuk dijadikan sampel. Dalam pengambilan sampel menggunakan teknik Purposive Sampling, dengan kriteria yang telah ditentukan yaitu adapun kriteria untuk respondennya adalah individu yang telah mengikuti brand atau influencer tersebut di Social media, dan lainnya. Variabel penentian terdiri dari Influencer Post (Emotional Branding dan Rational Branding), E-Wom dan Purchase Intention. Pengujian hipotesis dilakukan dengan metode Stuctural Squation Model (SEM) dengan bantuan Software SPSS, dan Amos. Hasil dalam penelitian ini menunjukan Influencer Post (Emotional Branding dan Rational Branding) berpengaruh secara positif terhadap E-Wom dan secara signifikan berpengaruh positif terhadap Purchase Intention.

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Published

26-04-2024

How to Cite

Sofiya, S., Hasanah, F., & Arafah, W. (2024). Pengaruh Emosional dan Rasional Influencer Brand Post. Jurnal Pendidikan Tambusai, 8(1), 15969–15974. https://doi.org/10.31004/jptam.v8i1.14659

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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