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All Journal Jurnal Ekonomi Trisakti J-CEKI
Rizqulloh, Ariiq
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Humanities Economics, Econometrics & Finance Social Sciences

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Pemasaran Influencer Bersponsor: Dampak Orientasi Komersial Konten yang Dibuat oleh Influencer Terhadap Keinginan Pengikut untuk Mencari Informasi Maulana, Mozart Elka; Riorini, Sri Vandayuli; Rizqulloh, Ariiq; Arighi, Rahmat
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 2: Februari 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i2.6859

Abstract

This study aims to analyze the impact of the commercial orientation of content created by influencers on their followers' willingness to seek information, as well as the impact of the credibility built by influencers through their Instagram. The results show that Instagram's commercial orientation, which combines a focus on customer satisfaction and profitability, has a positive effect on the influencer's credibility. Instagram supports this through various features such as feeds, IG Stories, IGTV, and Reels, which allow influencers to showcase products attractively and build trust with their followers. Furthermore, trust in influencers, who are perceived as more authentic and easier to connect with, enhances their credibility on social media. The credibility of the messages conveyed by influencers through Instagram posts also influences customer decisions, as followers tend to trust content that is more authentic and inspirational. Additionally, followers' willingness to seek more information is influenced by the influencer's credibility, where followers who trust the influencer are more likely to explore further details about the products being promoted. This study shows that good credibility has a significant impact on followers' trust and interest in seeking additional information about the products promoted by influencers.
KETERTARIKAN YANG KUAT TERHADAP ESPORT, MENDORONG NIAT UNTUK MEMBELI PRODUK ESPORT TERUS MENERUS Rizqulloh, Ariiq; Sri Vandayuli Riorini
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.23179

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh ketertarikan terhadap eSport terhadap niat pembelian produk eSport secara berkelanjutan dengan pendekatan Self-Determination Theory (SDT). Dalam konteks industri yang berkembang pesat di Indonesia, fenomena keterlibatan tinggi dalam aktivitas eSport dikaji dari sisi motivasi intrinsik, motivasi ekstrinsik, kesadaran perilaku, dan niat pembelian berkelanjutan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) melalui perangkat lunak AMOS. Responden dalam penelitian ini adalah individu berusia 18–40 tahun yang aktif dalam aktivitas eSport. Hasil pengujian menunjukkan bahwa eSport Addiction berpengaruh positif signifikan terhadap motivasi ekstrinsik, tetapi tidak signifikan terhadap motivasi intrinsik. Motivasi ekstrinsik dan intrinsik terbukti berpengaruh positif terhadap kesadaran perilaku, dan kesadaran perilaku menunjukkan pengaruh positif terhadap niat pembelian berkelanjutan, meskipun secara statistik tidak signifikan. Penelitian ini memberikan implikasi praktis bagi perusahaan pengembang eSport dalam menyusun strategi pemasaran yang mampu meningkatkan keterlibatan dan loyalitas konsumen.
Co-Authors Arighi, Rahmat Maulana, Mozart Elka Sri Vandayuli Riorini