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Abstrak: Pengaruh Advertising Content Value dan Influencer Credibility terhadap Attitude
towards Brand dan Enrollment Intention; Studi Kasus Glints X Career Conference Indonesia.
Penelitian ini dibuat dengan tujuan untuk menganlisa pengaruh dari nilai konten iklan
(Advertising Content Value), kredibilitas influencer (Influencer Credibility) terhadap niat untuk
melakukan pembelian (Purchase Intention) melalui sikap terhadap merek (Attitude towards
Brand) pada Glints X Career Conference Indonesia. Penelitian ini bersifat konklusif dan di
klasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data
dikumpulkan melalui survey online menggunakan instrument kuesioner dengan respon yang
dapat digunakan dari 100 responden. Responden adalah freshgraduate (lulusan pada tahun
2020-2021) yang pernah melihat konten TikTok mengenai Glints X Career Conference dari
influencer Vina Muliana (@vmuliana). Data diolah menggunakan pendekatan persamaan model
struktural dengan Teknik Partial Least Square. Hasil penelitian membuktikan adanya pengaruh
nilai konten iklan (Advertising Content Value) dan kredibilitas influencer (InfluencerCredibility)
terhadap terhadap niat untuk melakukan pembelian (Purchase Intention) melalui sikap terhadap
merek (Attitude towards Brand) pada Glints X Career Conference Indonesia.
kata kunci: Advertising Content Value, Influencer Credibility, Attitude towards Brand,
Purchase Intention
Abstract: The Effect of Advertising Content Value and Influencer Credibility on Attitude towards
Brand and Enrollment Intention; Case Study of Glints X Career Conference Indonesia. This study
was made with the aim of analyzing the influence of Advertising Content Value and Influencer
Credibility on Purchase Intention through Attitude towards Brand at Glints X Career Conference
Indonesia. This research is conclusive and classified in the type of causal research using a
quantitative approach. Data were collected through an online survey using a questionnaire
instrument with responses that can be used from 100 respondents. Respondents are fresh
graduates (graduated in 2020-2021) who have seen TikTok content about the Glints X Career
Conference from influencer Vina Muliana (@vmuliana). The data is processed using a structural
model equation approach with Partial Least Square Technique. The results of the study prove the
influence of the Advertising Content Value and Influencer Credibility on Purchase Intention
keywords: Advertising Content Value, Influencer Credibility, Attitude towards Brand, Purchase
Intention
PENDAHULUAN pengangguran, terutama pada rentang usia
sudah menjadi bagian dari kehidupan pada umumnya berada pada rentang usia
manusia modern. Internet menyebabkan early jobbers, yaitu antara usia 16 tahun
menciptakan kebebasan ikatan dalam antara 16-29 tahun ini juga termasuk pada
batasan ruang dan waktu ketika usia fresh graduate, yaitu antara 21-24
Statista.com, pada bulan Januari 2021 Tingkat pengangguran terbuka (TPT) untuk
terdapat 4.66 miliar pengguna internet aktif usia fresh graduate di Indonesia mencapai
secara global, dari total penduduk dunia angka 20,46 persen (detik.com, November
yaitu berjumlah 7.9 miliar 22, 2020), yaitu sekitar 1.4 juta dari 6.93
(worldometers.info, n.d.) Menurut BPS, juta (Badan Pusat Statistik, n.d.). Bahkan
pada tahun 2019 di Indonesia terdapat 48% berdasarkan data Badan Pusat Statistik
dari total penduduk Indonesia (270,20 juta pada Februari 2021, jumlah pengangguran
jiwa) yang menggunakan internet. Hasil di Indonesia meningkat menjadi 8.75 juta
survei dari Alvara Strategic mendapatkan (kontan.co.id, Mei 5, 2021). Dengan angka
internet di atas 7 jam ada 48,7 persen, pengangguran terbuka (TPT), Indonesia
download dan online shopping (inews.id, (katadata.com, Juni 24, 2021), dimana
Juli 18, 2020). Hasil data statistik negara ASEAN lainnya masih berada
mendukung fakta bahwa intensitas dibawah 15 persen dalam kasus TPT sesuai
pergerakan aktivitas dalam internet lebih data dari Center of Reform on Economic
beritasatu.com, banyak perusahaan besar platform online job search sudah sering
mengalami likuidasi atau gulung tikar digunakan oleh para jobseeker untuk
akibat pandemi. Tentu, tutupnya beberapa membantu mencari karir yang diinginkan.
advertising content value sebagai pengaruh key opinion leader (KOL) untuk
Dengan demikian, berikut & Hayes 2008; Scott 2015), dan untuk
• Pembelian ulang kelas Glints X Career sebesar 0,683 terhadap Enrollment Intention
Conference di masa mendatang Hasil dari nilai inner weight gambar 4.2
diatas menunjukan bahwa Attitude towards
• Menyarankan orang lain untuk
Brand dipengaruhi oleh Advertising Content
mengikuti kelas Glints X Career
Value dan Influencer Credibility, sedangkan
Conference
Enrollment Intention dipengaruhi oleh
Teknik Analisa Data
Attitude towards Brand seperti ditunjukkan
Penelitian ini menggunakan analisis
pada persamaan berikut:
deskriptif dengan pendekatan kuantitatif.
EI = 0,683*ATB
Menurut Sugiyono (2014), metode analisis
deskriptif yakni statistik yang dipakai guna ATB = 0,228*ACV + 0,407*IC
Attitude towards Brand yang mempengaruhi terhadap variabel Attitude towards Brand,
variabel Enrollment Intention (EI) di dalam sebab mempunyai nilai T-statistik yang
model struktural memiliki nilai R2 sebesar lebih besar dari 1,96, yaitu 3,938. Dengan
Path T P
Keteran
Coeffici Statist Valu Attitude towards Brand terhadap
gan
ent ics es
ACV -> 0,03 H1 Enrollment Intention
0,228 2,139
ATB 3 diterima
ATB -> 13,70 0,00 H3 Dari hasil penelitian menjelaskan
0,683
EI 2 0 diterima
bahwa variabel Attitude towards Brand
IC -> 0,00 H2
0,407 3,938
ATB 0 diterima mempunyai pengaruh yang signifikan
terhadap variabel Enrollment Intention,
PEMBAHASAN sebab mempunyai nilai T-statistik yang
Advertising Content Value terhadap lebih besar dari 1,96, yaitu 13,702. Dengan
Attitude towards Brand demikian H3 yang berbunyi “Attitude
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