JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Vol 8 No 1 (2024): Journal of Applied Business Administration

Determinants of Micro Social Media Influencers (Micro SMIs) Existence Attributes in Pekanbaru City  

Wildah, Sri Wahyuni (Unknown)
Berampu, Lailan Tawila (Unknown)

Article Info

Publish Date
22 Mar 2024

Abstract

Abstract This article aims to analyze determination of existence attributes of Micro Social Media Influencers (Micro SMIs) and find the highest contribution value in existence attributes. This study focused on respondents aged between 18-34 years who were followers of Instagram @mahasiswa_universitasriau (MUR) accounts and used as a reference. There are 5 variables used in existence attributes of Micro SMIs, Such as Content, Expertise, Attractiveness, credibility, and Trustworthiness. The biggest cross loading values for each variable is perception of usefulness, communication skills, empathy, popularity, trusted followers. The lowest cross loading value of each variable is the frequency of posts, experience, background similarity, close to followers, and honest.

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Journal Info
JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Website

Abbrev

JABA

Publisher

Politeknik Negeri Batam

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal of Applied Business Administration (JABA) is a journal published by Study Program of Applied Business Administration, Politeknik Negeri Batam. The journal is predominantly devoted to applied business administration with special focus on industries problem solving. JABA publish quality ...