Dampak Gender Terhadap Kepercayaan Pada Instagram Influencer Marketing Di FEB Universitas Mataram

Yeldy Dwi Genadi, Adrianda Anwar, Zamroni Alpian Muhtarom, Sherwin Ary Busman

Abstract


Penelitian ini bertujuan untuk mengetahui dampak dari gender terhadap kepercayaan pada Instagram influencer marketing di Fakultas Ekonomi dan Bisnis Universitas Mataram. Penelitian ini menggunakan pendekatan asosiatif dan pengumpulan data menggunakan kuesioner yang disebarkan secara online. Sampel yang dibutuhkan dalam penelitian ini sebanyak 200 responden dengan teknik purposive sampling, dimana masing-masing 100 responden perempuan dan 100 responden laki-laki. Analisis data yang digunakan yaitu outer model (model measurement), inner model (analisis model struktural), direct effect (pengaruh langsung), dan partial least square (PLS) menggunakan SmartPLS dengan teknik bootstrapping. Hasil penelitian menunjukkan bahwa gender baik perempuan dan laki-laki berpengaruh signifikan secara positif terhadap kepercayaan pada Instagram influencer marketing. Selanjutnya diketahui pula bahwa perempuan memiliki pengaruh yang dominan jika dibandingkan dengan laki-laki, dimana perempuan lebih mudah untuk mempercayai seorang influencer di Instagram.

Keywords


Gender, Kepercayaan, Influencer Marketing

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References


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DOI: https://doi.org/10.31764/jabb.v5i1.24655

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