Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer
Yunita Eka Fitrianti
Fakultas Ilmu Komputer, Universitas Brawijaya
Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analisis Pengaruh Atribut Influencer pada Platform Tiktok Terhadap Keputusan Pembelian Yunita Eka Fitrianti; Aryo Pinandito; Intan Sartika Eris Maghfiroh
Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer Vol 6 No 12 (2022): Desember 2022
Publisher : Fakultas Ilmu Komputer (FILKOM), Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The COVID-19 pandemic has forced businesses to switch to digital marketing activities. Businesses must rearrange the marketing strategy that will be implemented in order to continue to make profits in the midst of a pandemic. Among the various types of digital marketing that have emerged, influencer marketing has emerged as a type of marketing that grows rapidly during the pandemic. Influencer marketing involves marketing activities on social media through influential people on those platforms, known as influencers. One platform that is widely used by influencers is TikTok. With the rapid growth of influencer marketing, businesses need to identify the type of influencer that suits their product or service and target consumers. This study aims to determine influencer attributes that can influence consumer purchase decisions, especially influencers on TikTok. The influencer attributes used were perceived expertise, trustworthiness, and parasocial relationships. Data was collected by distributing survey questionnaires and analyzed using the Generalized Linear Model (GLM) method. Based on the results of data analysis, only one hypothesis that accepted, which, the parasocial relationship has a significant effect on consumer purchase decisions. This proves that TikTok users rely more on parasocial relationships with influencers to obtain credible information regarding their purchase decisions.
Co-Authors Aryo Pinandito Intan Sartika Eris Maghfiroh