Zein, Nathania Zakiyah and Susilowati, S.Sos., M.AB (2024) Dampak Electronic Word Of Mouth (E-WOM) Melalui Video Review PT. 1ENGAGE Terhadap Keputusan Berkerjasama Influencer Marketing. Diploma thesis, Universitas Brawijaya.
Abstract
Perkembangan teknologi digital, khususnya media sosial telah menciptakan perubahan dalam dunia bisnis khususnya dunia pemasaran. Kemudahan masyarakat dalam memperoleh informasi melalui media sosial menjadi pendorong utama adanya pemasaran digital. Pemasaran digital menggunakan influencer disebut dengan influencer marketing. Dengan penggunaan influencer marketing mempermudah perusahaan dalam memperkenalkan merek dan berkomunikasi langsung dengan konsumen. Namun dalam menggunakan influencer marketing perlu memperhatikan bidang influencer sesuai dengan bidang perusahaan. 1ENGAGE hadir sebagai agensi penghubung kolaborasi antara influencer dan brand. 1ENGAGE akan membantu perusahaan dalam menemukan influencer yang sesuai dengan kriteria, serta memberikan arahan dan pengawasan dalam menjalankan kampanye pemasaran. Penelitian ini betujuan untuk mengetahui dampak Electronic Word Of Mouth (E-WOM) melalui video review terhadap keputusan bekerjasama influencer marketing. Pada penelitian ini, penulis menggunakan metode kualitatif yang disebarkan kepada influencer yang pernah bekerjasama dengan 1ENGAGE sejak adanya video review. Berdasarkan hasil penelitian menunjukan bahwa kehadiran video review berdampak terhadap keputusan bekerjasama influencer marketing pada 1ENGAGE. Adapun kepercayaan ini timbul akibat video review yang dibuat oleh influencer yang sudah pernah kerjasama memberikan informasi sehingga menumbuhkan keyakinan terhadap influencer baru.
English Abstract
The development of digital technology, especially social media, has created changes in the business world, especially the marketing world. The ease with which people can obtain information through social media is the main driver for digital marketing. Digital marketing using influencers is called influencer marketing. Using influencer marketing makes it easier for companies to introduce their brands and communicate directly with consumers. However, when using influencer marketing, you need to pay attention to the influencer's field according to the company's field. 1ENGAGE is here as a collaboration liaison agency between influencers and brands. 1ENGAGE will help companies find influencers who fit the criteria, as well as provide direction and supervision in running marketing campaigns. This research aims to determine the impact of Electronic Word of Mouth (EWOM) through video reviews on decisions to collaborate with influencer marketing. In this research, the author used a qualitative method which was distributed to influencers who had collaborated with 1ENGAGE since the video review. Based on the research results, it shows that the presence of video reviews has an impact on the decision to collaborate with marketing influencers on 1ENGAGE. This trust arises from video reviews made by influencers who have previously collaborated to provide information, thus growing confidence in new influencers.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0524170029 |
| Uncontrolled Keywords: | Electronic Word Of Mouth (E-WOM), Video Review , Influencer Marketing, 1ENGAGE Electronic Word Of Mouth (E-WOM), Video Review, Influencer Marketing, 1ENGAGE |
| Divisions: | Program Vokasi > D3 Administrasi Bisnis |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 28 May 2024 03:19 |
| Last Modified: | 28 May 2024 03:19 |
| URI: | http://repository.ub.ac.id/id/eprint/219629 |
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