PENGARUH SOCIAL MEDIA INFLUENCER MARKETING, SELF-REGULATION, DAN VIRAL MARKETING TERHADAP PURCHASE INTENTION PADA TOKOPEDIA

THE INFLUENCE OF SOCIAL MEDIA INFLUENCER MARKETING, SELF-REGULATION, AND VIRAL MARKETING ON PURCHASE INTENTION ON TOKOPEDIA

Penelitian ini bertujuan untuk mengidentifikasi pengaruh social media influencer marketing, self-regulation, dan viral marketing terhadap purchase intention. Populasi dalam penelitian ini merupakan masyarakat yang berusia 13 – 28 tahun (gen z), tinggal di seluruh wilayah di Indonesia, dan belum pernah melakukan pembelian pada Tokopedia setelah melihat iklan dari influencer media sosial Tokopedia. Pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling dengan responden sebanyak 155. Penelitian ini menggunakan teknik analisis regresi linear berganda yang menunjukkan bahwa social media influencer marketing tidak berpengaruh terhadap purchase intention, self-regulation berpengaruh terhadap purchase intention, dan viral marketing berpengaruh terhadap purchase intention. Implikasi praktis dari penelitian ini yaitu Tokopedia diharapkan untuk mengkaji ulang terkait efektivitas strategi social media influencer marketing, mengembangkan fitur yang membantu konsumen lebih sadar terhadap keputusan belanja mereka, dan memperhatikan isi dari konten viral seperti keunikan pesan, emosi yang ditimbulkan, dan kreativitas.

Kata Kunci: Tokopedia, Pemasaran Influencer Media Sosial, Pengendalian Diri, Pemasaran Viral, Niat Beli.

This study aims to identify the influence of social media influencer marketing, self-regulation, and viral marketing on purchase intention. The population in this study consists of individuals aged 13–28 years (Generation Z), residing throughout Indonesia, who have never made a purchase on Tokopedia after seeing an advertisement from a Tokopedia social media influencer. The sampling technique used in this study is purposive sampling, with a total of 155 respondents. This study employs multiple linear regression analysis, which shows that social media influencer marketing does not affect purchase intention, while self-regulation and viral marketing both have an influence on purchase intention. The practical implications of this study suggest that Tokopedia should reconsider the effectiveness of its social media influencer marketing strategies, develop features that help consumers become more aware of their shopping decisions, and pay attention to the content of viral messages, such as message uniqueness, emotional impact, and creativity.

Keywords: Tokopedia, Social Media Influencer Marketing, Self-Regulation, Viral Marketing, Purchase Intention