Presentasi Sidang Skripsi S1 Manajemen FEB UGM | Muhammad Faiz Abdurrahman

Summary

This script presents a research study by Muhammad Faisal Rahman, a student from the Management program, exploring the role of influencers' interactivity on Instagram in building followers' loyalty. The study, grounded in theories of brand personification and interactivity, investigates how influencers' genuine engagement affects followers' perception of authenticity, emotional attachment, and trust, ultimately impacting loyalty. Utilizing a quantitative survey method, the research concludes that interactivity significantly enhances these aspects, providing insights for influencers and marketers.

Takeaways

• 🎓 The presenter, Muhammad Faisal Rahman, is a student from the Management program, batch 2017, presenting his thesis on the role of influencer interactivity on building follower loyalty on Instagram.
• 🌐 The rapid adoption of social media platforms in Indonesia has led to the rise of many influencers, particularly on Instagram, which is the focus of this study.
• 📈 As of January 2021, Indonesia has a significant number of active social media users, with a notable increase in influencer marketing strategies.
• 🔍 The study aims to explore how an influencer's interactivity affects the perception of authenticity, emotional attachment, and trust among their followers.
• 🤔 The research questions delve into the positive impact of influencer interactivity on followers' perception of the influencer's authenticity and the resulting emotional bond and trust.
• 📚 The study is a replication of previous work by Sung Hyun and Yi in 2020, focusing on Instagram influencers due to the platform's popularity and relevance to influencer marketing.
• 📊 The research methodology involves quantitative research through surveys using a five-point Likert scale questionnaire, measuring various aspects of influencer interactivity and its effects.
• 📝 The survey was distributed across social media platforms and resulted in 250 valid responses from Indonesian residents aged 18 and above, active on Instagram.
• 📉 The analysis was conducted using Structural Equation Modeling (SEM) with the Smart PLS software, focusing on the relationships between variables rather than predictive capabilities.
• 📈 The results indicate that influencer interactivity positively affects the perceived authenticity, emotional attachment, and trust of followers, with authenticity mediating the relationship between interactivity and emotional attachment.
• 🚀 The study concludes that influencers can build strong brand equity by engaging interactively with their followers, providing guidance for brand managers in selecting influencers for marketing campaigns.

Q & A

What is the main topic of Muhammad Faisal Rahman's thesis?

The main topic of Muhammad Faisal Rahman's thesis is the role of influencer interactivity on Instagram in building follower loyalty.

What is the background of the research?

The research is based on the rapid adoption of social media platforms in Indonesia, which has led to the emergence of many influencers, especially on Instagram. As of January 2021, there are 61-80 million active social media users in Indonesia.

What is the definition of an influencer according to previous studies?

An influencer is defined as an active social media user with a relatively large number of followers, credibility in a specific field, and the ability to influence a segment of their followers based on their popularity and information sharing.

What are the research questions posed by the thesis?

The research questions are whether influencer interactivity positively affects followers' perception of the influencer's authenticity, emotional attachment, and trust, and whether perceived authenticity influences emotional attachment, trust, and loyalty.

What is the theoretical basis for considering influencers as independent human brands?

The theoretical basis is that influencers should be viewed as independent brands with unique features, such as interactivity, which differentiates them from other entities.

What is the research methodology used in the thesis?

The research methodology used is quantitative research with a survey method, using a Likert scale questionnaire to measure the variables involved in the study.

How was the sample for the research selected?

The sample was selected using purposive sampling with a total of 250 respondents spread across Indonesia, focusing on active Instagram users aged 18 and above.

What are the variables measured in the research?

The variables measured include influencer interactivity, perceived authenticity, emotional attachment, trust in the influencer, and loyalty towards the influencer.

What statistical method was used for data analysis?

The data analysis was conducted using structural equation modeling (SEM) with the Smart PLS software, focusing on the relationships between variables rather than the model's predictive ability.

What were the main findings of the research?

The research found that influencer interactivity positively and significantly affects followers' perception of authenticity, emotional attachment, and trust. Perceived authenticity also positively affects emotional attachment and trust, which in turn significantly influence loyalty.

What are the managerial implications of the research findings?

The findings can serve as a guideline for influencers to build strong brand equity and help brand managers or agencies determine the right influencers for advertising in various marketing situations.

What are the limitations of the research?

The limitations include the selection of influencers, which may have biased the perception of their authenticity, and the focus on Java Island, which may limit the generalizability of the results.

What suggestions are made for future research?

Future research should consider a more diverse selection of influencers and other components involved in brand equity formation, and investigate the unique feature of interactivity in the context of other brands.