Aisyah Azzahra Sy, . (2024) KREDIBILITAS SHELLA SAUKIA DAN PENGARUHNYA DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN DI ERA PEMASARAN DIGITAL. Sospol : Jurnal Sosial Politik, 10 (2). pp. 173-185. ISSN 2597-6648
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Abstract
This research aims to determine the extent to which Shella Saukia, as an actor and credible source, influences purchasing decisions in the digital marketing era. Previous studies have focused more on the role of someone who already has personal branding such as celebrities or influencers to influence the audience in increasing purchasing decisions. So far, there has not been much research that focuses on the influence of product owners as credible sources in increasing purchasing decisions through marketing content on social media. The study employs a quantitative method, utilizing research instruments through the distribution of questionnaires to 100 sample respondents from a population of 2.7 million. The data testing techniques have passed validity and reliability tests with a minimum of 30 sample respondents previously. The results of the study show that source credibility has a 54.2% influence on purchasing decisions in the digital marketing era. Based on these results, it can be proven that to be a credible source, it is not necessary to involve someone with established personal branding, such as a brand ambassador, celebrity, or influencer. Instead, this study demonstrates that anyone can become a credible source, including brand owners, as long as the credible source can effectively brand themselves and prove that the information provided aligns with the actual quality of the marketed product.
| Item Type: | Article |
|---|---|
| Additional Information: | [No. Panggilan :2110411022] [Pembimbing : Kusumajanti] [Penguji 1 : Yani Hendrayani] [Penguji 2 : Lusia Handayani] |
| Uncontrolled Keywords: | Instagram, Credibility, Social Media, Digital Marketing, Shella Saukia |
| Subjects: | H Social Sciences > HE Transportation and Communications T Technology > T Technology (General) T Technology > TR Photography |
| 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: | AISYAH AZZAHRA SY |
| Date Deposited: | 17 Feb 2025 03:23 |
| Last Modified: | 17 Feb 2025 03:23 |
| URI: | http://repository.upnvj.ac.id/id/eprint/35435 |
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