Dhiva Shavira, . (2024) PENGARUH KREDIBILITAS DAN GAYA KOMUNIKASI INFLUENCER TERHADAP CHANNEL LOYALTY PADA PENGIKUT AKUN JUAN OWEN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Social media has become a key tool for people to communicate, share information and build communities. One interesting phenomenon that occurs in social media, including TikTok, is the emergence of influencers. As a source of information, influencers must care about credibility in order to attract more followers or viewers of their content. In addition to credibility, an influencer's communication style is also important to attract audiences and also to make them want to watch new content created and want to recommend the influencer to others (channel loyalty). The purpose of this study is to measure and explain the effect of influencer credibility and communication style on channel loyalty on Juan Owen’s followers. The theory used is the Elaboration Likelihood Model which assumes that people can process a persuasive message in different ways, namely the central route and peripheral route. This research uses explanatory quantitative research. The survey method was used to distribute questionnaires to 100 respondents who are followers of Juan Owen's TikTok account. Data analysis uses classical assumption test calculations, coefficient of determination, multiple linear regression, and hypothesis testing. Based on the results of the calculation and hypothesis testing, it was found that Ho1 and Ho2 were rejected, and Ha1 and Ha2 were accepted. The results show that influencer credibility has a positive effect on channel loyalty, while communication style has a negative effect on channel loyalty. The results showed that the influence of influencer credibility is more dominant on channel loyalty than the communication style variable.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010411088] [Pembimbing: Drina Intyaswati] [Penguji 1: Rini Riyantini] [Penguji 2: Nuril Ashivah Misbah] |
| Uncontrolled Keywords: | Influencer, Credibility, Communication Style, Channel Loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | DHIVA SHAVIRA |
| Date Deposited: | 19 Sep 2024 02:03 |
| Last Modified: | 19 Sep 2024 02:03 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32433 |
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