Komunikasi Nilai-Kepercayaan di Media Sosial: Analisis Terhadap Kesan Pempengaruh di Platform TikTok

Akmal Arfan, Ammar Redza Ahmad Rizal, Megandaru W. Kawuryan

Abstract


Pada masa kini, banyak individu memilih untuk membeli barang melalui pempengaruh digital terutamanya di platform seperti TikTok yang membolehkan jualan langsung di antara pempengaruh dan pengikut mereka. Kajian ini membincangkan kesan nilai-nilai terhadap keyakinan pengguna kepada pempengaruh dalam konteks jualan langsung di TikTok dan bagaimana ia membuka ruang untuk aktiviti jual beli di antara pempengaruh dan pengikutnya. Kajian ini juga berpotensi membantu pihak-pihak berkepentingan dalam merancang strategi pemasaran produk mereka di platform digital, khususnya TikTok dengan memanfaatkan nilai-nilai yang dapat meningkatkan keyakinan pengguna terhadap pempengaruh. Tujuan utama kajian ini adalah untuk menganalisis kesan nilai terhadap keyakinan kepada pempengaruh dalam konteks jualan langsung di TikTok. Objektifnya adalah untuk mengenal pasti bagaimana nilai informasi, nilai sosial, nilai hedonik, nilai ekonomi dan nilai emosi mempengaruhi keyakinan pengguna terhadap pempengaruh dalam situasi jualan langsung di TikTok. Dalam mencapai tujuan ini, kajian ini mengguna pakai Teori Motivasi dalam komunikasi, dengan lima jenis nilai yang dijadikan pemboleh ubah bebas dan keyakinan sebagai pemboleh ubah bersandar, untuk mengkaji nilai yang memotivasikan pengguna untuk mempercayai pempengaruh digital. Sampel kajian ini terdiri daripada pengguna TikTok berumur di antara 18 hingga 60 tahun yang dipilih secara rawak, dengan jumlah responden sebanyak 106 orang. Data yang dikumpulkan dianalisis menggunakan kaedah PLS-SEM dan hasil analisis menunjukkan bahawa hanya nilai sosial dan nilai ekonomi sahaja yang memberikan kesan signifikan keyakinan pengguna terhadap pempengaruh dalam jualan langsung di TikTok, sehingga mengesahkan hipotesis kajian untuk nilai-nilai tersebut, manakala hipotesis untuk nilai informasi, hedonik dan emosi ditolak dalam kajian ini.

 

Kata kunci: Komunikasi, pempengaruh, Tik-Tok, PLS-SEM, nilai, kepercayaan.

 

https://doi.org/10.17576/JKMJC-2023-3904-23


Full Text:

PDF

References


Akhtar, N., Sun, J., Chen, J., & Akhtar, M. N. (2019). The role of attitude ambivalence in conflicting online hotel reviews. Journal of Hospitality Marketing & Management, 29(4), 471-502.

Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.

Alvarez, C., & Fournier, S. (2016). Consumers’ relationships with brands. Current Opinion in Psychology, 10, 129-135. https://doi.org/10.1016/j.copsyc.2015.12.017

Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49, 86-101.

Athira Nortajuddin. (2020, April 16). How Malaysia is winning the war against COVID-19. The ASEAN Post. https://theaseanpost.com/article/how-malaysia-winning-war-against-covid-19

Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.

Chekima, B., Chekima, F. Z., & Adis, A. A. A. (2020). Social media influencer in advertising: The role of attractiveness, expertise and trustworthiness. Journal of Economics and Business, 3(4). https://ssrn.com/abstract=3739287

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.

Cohen, J. (2016). A power primer. In A. E. Kazdin (Ed.), Methodological issues and strategies in clinical research (pp. 279–284). APA PsycNet. https://doi.org/gqrndv

Cohen, L., Manion, L., & Morrison, K. (2018). Research method in education (8th ed.). New York: Routledge.

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.

Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345

Dwidienawati, D., Tjahjana, D., Abdinagoro, S., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11), e05543.

Fakhreddin, F., & Foroudi, P. (2021). Instagram influencers: The role of opinion leadership in consumers’ purchase behavior. Journal of Promotion Management, 28(6), 795-825. https://doi.org/10.1080/10496491.2021.2015515

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. https://doi.org/ghf23t

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1). https://doi.org/gfzk7g

Hashim, N. H., Normalini, & Sajali, N. (2018). The influence factors towards mobile advertising message content on consumer purchase intention. Global Business Review, 19(5), 1187-1206. https://doi.org/10.1177/0972150918788746

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.

Jashari, F., & Rrustemi, V. (2017). The impact of social media on consumer behavior–Case study Kosovo. Journal of Knowledge Management, Economics and Information Technology, 7(1), 1-21.

Kashif, M., Zakiah Melatu Samsi, S., Awang, Z., & Mohamad, M. (2016). EXQ: measurement of healthcare experience quality in Malaysian settings: A contextualist perspective. International Journal of Pharmaceutical and Healthcare Marketing, 10(1), 27-47.

Kemp, S. (2020, January 30). Digital 2020: Global digital overview. Datareportal. https://datareportal.com/reports/digital-2020-global-digital-overview

Kemp, S. (2023, February 13). Digital 2023: Malaysia. DataReportal – Global digital insights. https://datareportal.com/reports/digital-2023-malaysia

Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS‐SEM: The inverse square root and gamma‐exponential methods. Information Systems Journal, 28(1), 227-261.

Lee, J. E., & Watkins, B. 2016. Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171

Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431-442. https://doi.org/10.1016/j.bushor.2018.01.010

Madlberger, M., & Kraemmer, L. (2019). Social media advertising: The role of the social media platform and the advertised brand in attitude formation and purchase intention. Proceedings of the 15th International Conference on Web Information Systems and Technologies, pp. 100–109. https://doi.org/10.5220/0008163801000109

Mou, J. B. (2020). Study on social media marketing campaign strategy--TikTok and Instagram (Doctoral dissertation, Massachusetts Institute of Technology).

Nadzri, W. N. M., Hashim, A. J. C., Majid, M., Jalil, N. A. A., Alzoubi, H. M., & Alshurideh, M. T. (2023). Share your beautiful journey: Investigating User Generated Content (UGC) and Webrooming Among Malaysian Online Shoppers. In The Effect of Information Technology on Business and Marketing Intelligence Systems (pp. 2265-2285). Cham: Springer International Publishing.

Nair, R. K., Ganatra, V., Kee, D. M. H., Heng, S. W., Mei, H., Huang, C., & Doshi, V. (2022). How does social media platforms help to improve business performances during the covid-19 pandemic? A study of tiktok. Journal of The Community Development in Asia, 5(1), 41-53.

Nirschl, M., & Steinberg, L. (2018). Einstieg in das influencer marketing: Grundlagen, strategien und erfolgsfaktoren. Springer. https://doi.org/10.1007/978-3-658-19745-2

Poels, K., & Dewitte, S. (2019). The role of emotions in advertising: A call to action. Journal of Advertising, 48(1), 81–90. https://doi.org/10.1080/00913367.2019.1579688

Ramayah, T., Cheah, J., Chuah, F., Ting, H., & Memon, M. A. (2018). Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0: An update and practical guide to statistical analysis (2nd ed.). Kuala Lumpur, Malaysia: Pearson.

Rifenbark, G. G. (2021, July). Impact of construct reliability on proposed measures of structural fit when detecting group differences: A Monte Carlo examination. Paper presented at the Annual Meeting of the Psychometric Society (pp. 313-328). Cham: Springer International Publishing.

Rodriguez, C. D. V. (2021). The TikTok effect: A case study on emotional marketing through social media (Bachelor’s Degree thesis, School of Business and Economics, Department of Marketing, Linnaeus University, Sweeden).

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In Homburg, C., Klarmann, M., & Vomberg, A. (Eds.), Handbook of market research (pp 1–40). Cham: Springer. https://doi.org/ghzn7b

Scherr, S., & Wang, K. (2021). Explaining the success of social media with gratification niches: Motivations behind daytime, nighttime, and active use of TikTok in China. Computers in Human Behavior, 124, 106893.

Seeger, C., & Kost, J. F. (2020). Influencer marketing: Grundlagen, strategie und management. utb gmbH. UTB.

Sergio, B., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/gs8jcr

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/gftzg4

Sriram, K. V., Namitha, K. P., & Kamath, G. B. (2021) Social media advertisements and their influence on consumer purchase intention. Cogent Business & Management, 8(1), 2000697. https://doi.org/10.1080/23311975.2021.2000697

Stubb, C., & Colliander, J. (2019). “This is not sponsored content”–The effects of impartiality disclosure and e-commerce landing pages on consumer responses to social media influencer posts. Computers in Human Behavior, 98, 210-222.

Sung, Y., Kim, Y., Kwon, O. and Moon, J., 2010. An explorative study of Korean consumer participation in virtual brand communities in social network sites. Journal of Global Marketing, 23(5), 430-445.

Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information Technology Theory and Application, 11, 5-40.

Zainudin, A., Habsah, M., Fauzilah, S., Abu Shams Mohammad, M. H., & Kamaruzaman, J. (2017). Social business efficiency: Instruments development and validation procedure using structural equation modelling. International Business Management, 11(1), 222-231.

Zhou, W. (2022). Exploring potential positive factors of relationship between online opinion leaders-followers, and eWOM (Doctoral dissertation, The University of Manchester, United Kingdom).

Zhang, C. B., Li, Y. N., Wu, B., & Li, D. J. (2017). How WeChat can retain users: Roles of network externalities, social interaction ties, and perceived values in building continuance intention. Computers in Human Behavior, 69, 284-293.


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528