Pengaruh Kredibilitas Social Media Influencer (SMI) terhadap Kesadaran Merek Produk Pangan Olahan: Studi pada Produk Beras “Fortivit” Perum BULOG
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Abstract
Perkembangan teknologi digital mendorong perubahan perilaku yang menuntut perusahaan menjadi lebih inovatif dan adaptif dalam menetapkan strategi bersaing untuk memasarkan produknya, tidak terlepas dari produk makanan. Strategi komunikasi pemasaran diperlukan untuk meningkatkan ketersediaan dan keterjangkauan pangan di masyarakat. Pemilihan media yang sesuai perlu mendapat perhatian khusus untuk memperkenalkan dan memasarkan produk pangan khususnya beras melalui pemasaran online
agar mudah dikenal dan dijangkau oleh masyarakat. Pemilihan Social Media Influencer (SMI) sebagai media dalam membentuk sikap konsumen dan citra perusahaan merupakan salah satu strategi pilihan perusahaan. Berdasarkan Model Kredibilitas Sumber, penelitian ini menganalisis pengaruh karakter Social Media Influencer (SMI) menggunakan Model TEARS (Trustworthiness, Expertise, Attractiveness, Respect and Similarity) dalam meningkatkan Brand Awareness Beras Fortivit. Penelitian ini menggunakan metode
kuantitatif melalui aplikasi SPSS dengan analisis regresi, diperoleh hasil R square (R2) sebesar 92,7 persen. Hasil penelitian menunjukkan bahwa indikator yang paling signifikan adalah trustworthiness yang mengacu pada tingkat kepercayaan. Hal ini dapat memberikan perspektif baru bagi perusahaan untuk memilih influencer dengan kredibilitas yang baik dan yang dapat dipercaya untuk memasarkan produknya.
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