THE POWER OF INSTAGRAM COMMUNICATION BETWEEN FIRM AND ENDORSED CELEBRITIES TOWARDS BRAND AWARENESS AND PURCHASE INTENTION AMONGST MILLENIALS (Study of VIVO Smartphone Instagram Communication in Indonesia)

Abstract

Penelitian ini memiliki tujuan untuk (1) mengetahui dan menjelaskan pengaruh firm-created social media communication terhadap brand awareness, (2) mengetahui dan menjelaskan pengaruh firm-created social media communication terhadap purchase intention,(3) mengetahui dan menjelaskan pengaruh celebrities-created social media ccmmunication terhadap brand awareness, (4) mengetahui dan menjelaskan pengaruh celebrities-created social media communication terhadap purchase intention (5) pengaruh brand awareness terhadap purchase intention. Jenis penelitian yang digunakan adalah penelitian explanatory atau explanative dengan pendekatan kuantitatif. Sampel sebanyak 116 orang responden yang merupakan pengikut dari akun @vivo_indonesia. Teknik pengambilan sampel menggunakan Teknik non-probability sampling dengan cara pengambilan sampel menggunakan purposive sampling. Metode pengupulan data yang digunakan dalam penelitian ini adalah dengan menybebar kuisioner. Analisis yang digunankan yaitu analisis deskriptif dan jalur (path analysis). Penelitian ini menunjukkan celebrities-created social media communication memiliki pengaruh yang lebih besar dibanding dengan firm-created social media communication meskipun keduanya secara signifikan mempengaruhi brand awareness dan niat purchase intention. Hasil penelitan ini juga menunjukkan dalam celebrities-created social media communication, attractiveness dari selebriti menjadi peran terbesar. Sedangkan pada firm-created social media communication attractiveness dari media sosial juga nilai terbesar.

Kаtа Kunci: Firm-created Social Media Communication, Celebrities-created Social Media Communication, Brand Awareness, Purchase Intention

ABSTRACT

This research has purposes to (1) identify and explain influence firm-created social media communication to brand awareness, (2) identify and explain influence firm-created social media communication to purchase intention, (3) to identify and explain influence of celebrities-created social media communication against brand awareness (4) identify and explain the influence of celebrities-created social media communication to purchase intention (5) identify and explain influence brand awareness to purchase intention. This research is explanatory or explanative research with quantitative approach. A sample of 116 respondents who are followers of @vivo_indonesia account. The sampling technique in this research used non-probability sampling by taking samples by purposive sampling. Data were collected by distributing questionnaires. The analysis used is descriptive analysis and path (path analysis). This research indicates celebrity-created social media communication has bigger influence compared to firm-created social media communication even though both of them significantly influence brand awareness and purchase intention. The result also indicates in celebrity-created social media communication the point of endorsed celebrity attractiveness has biggest role. For the firm-created social media communication the attractiveness of social media communication also became the biggest point.

Kеywords: Firm-created Social Media Communication, Celebrities-created Social Media Communication, Brand Awareness, Purchase Intention