Pengaruh Influencer Marketing di YouTube Terhadap Purchase Intention Samsung Galaxy A Series Pada Generasi Milenial
DOI:
10.33395/jmp.v14i2.15721Keywords:
Generasi Milenial, Influencer Marketing, Pemasaran Digital, Purchase Intention, Samsung Galaxy A SeriesAbstract
Industri smartphone global menghadapi persaingan yang semakin ketat, terutama dalam meraih perhatian generasi milenial yang sangat aktif di media sosial. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing di YouTube terhadap purchase intention produk Samsung Galaxy A Series di kalangan generasi milenial. Sebagai respon terhadap tantangan ini, penelitian ini menggunakan metode kuantitatif dengan pendekatan survei yang melibatkan 110 responden yang aktif di media sosial. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa influencer marketing berpengaruh positif dan signifikan terhadap purchase intention, dengan koefisien regresi sebesar 0.274 (p < 0.05). Nilai koefisien determinasi (R²) sebesar 0.497 menunjukkan bahwa 49.7% variasi dalam purchase intention dapat dijelaskan oleh influencer marketing. Temuan ini menunjukkan bahwa strategi pemasaran berbasis influencer di YouTube dapat meningkatkan niat beli produk Samsung Galaxy A Series, dengan relevansi yang tinggi di kalangan konsumen milenial.
References
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035
Charis, J. C., Rotty, G. V., Wiraputra, A. L., & Parani, R. (2023). Kekuatan Pemasaran Digital: Analisis Dampak Iklan, Celebrity Endorsement, Dan Influencer Marketing Terhadap Niat Beli Konsumen. Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS), 3(3), 709-714. https://doi.org/10.47233/jkomdis.v3i3.1217
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, communication & society, 22(10), 1432-1446. https://doi.org/10.1080/1369118X.2018.1438491
Febrianti, D., Purwaamijaya, B. M., & Prehanto, A. (2024). The influence of content marketing on purchase intention through the mediation of customer engagement among TikTok followers. Journal of IDEA: Journal of Investment, Development, Economics and Accounting, 1(2), 208–219. https://doi.org/10.70001/jidea.v1i2.226
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era moderen (Sebuah studi literatur). Eksekutif, 15(1), 133-146.
Hermawan, A., Maesaroh, S.S., & Purwaamijaya, B. M. (2020). Digital marketing strategy based on user experience to increase user growth and engagement start-up in Tasikmalaya. Advances in Business, Management and Entrepreneurship, 200–203. https://doi.org/10.1201/9781003131465-42
Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049
IDC. (2024). Worldwide Smartphone Market Grew 6.5% in the Second Quarter of 2024 as Momentum Continues to Build, According to IDC Tracker. https://my.idc.com/getdoc.jsp?containerId=prUS52436724
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905–922. https://doi.org/10.1002/mar.21244
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kontan. (2025). Samsung Galaxy A15 Series Jadi HP Android Terlaris di Dunia Tahun 2024. https://internasional.kontan.co.id/news/samsung-galaxy-a15-series-jadi-hp-android-terlaris-di-dunia-tahun-2024
Kompas Tekno. (2024). Riset Canalys: 5 Besar Vendor Smartphone di Indonesia Kuartal II-2024, Xiaomi Teratas. https://tekno.kompas.com/read/2024/08/08/11320007/riset-canalys--5-besar-vendor-smartphone-di-indonesia-kuartal-ii-2024-xiaomi
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Liang, H. L., & Lin, P. I. (2018). Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. International Journal of Sports Marketing and Sponsorship, 19(4), 415-432. https://doi.org/10.1108/IJSMS-03-2017-0022
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), 19-36.
Qotrunnida, A., Nugroho, A., & Sihite, J. (2021). The Impact of Promotion, Services Quality and Website Quality towards Purchase Intention on the Airflight Tickets. International Journal of Research and Review, 8(2), 310-322.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Education.
Seruni, N. N. A., Suryaniadi, S. M., & Dewi, N. I. K. (2024). Pengaruh Influencer Marketing Terhadap Minat Pembelian Produk Kecantikan Brand Azarine Pada Generasi Z: Studi Kasus Kabupaten Bandung. 8(3).
Statista. (2023). Indonesia: frequency of online purchases among consumers in Indonesia as of January 2023. https://www.statista.com
Ulva, N., & Rasyid, R. (2020). Measuring the Digital Marketing Strategies Effectiveness through Social Media in Purchasing Halal Make Up Brands: A Comparative Study (Penelitian Perbandingan: Keefektifan Iklan, Celebrity Endorsement, dan Influencer Marketing dalam Memengaruhi Niat Beli Merk Make-up Halal). Jurnal Ilmu Pengetahuan dan Teknologi Komunikasi, 22(1), 95-107.
Wulandari, T. A., & Assidiq, M. I. (2023). Influrencer Marketing Strategy of Start-Up Company As The Provider Of Fast-Moving Consumer Goods (FMGC) Products In Indonesia. Journal of Eastern European and Central Asian Research, 10(4), 569–579. https://doi.org/10.15549/jeecar.v10i4.1365
Downloads
How to Cite
Issue
Section
License
Copyright (c) 2025 Muhammad Al Farisi Habibillah, Btari Mariska Purwaamijaya, Syti Sarah Maesaroh
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
