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Abstract

Penelitian ini menganalisis pengaruh strategi kampanye influencer, persepsi brand, dan kredibilitas influencer terhadap efektivitas kampanye pemasaran Panties Pizza di Yogyakarta. Data diperoleh melalui kuesioner dari 100 konsumen Panties Pizza yang terpapar kampanye influencer, dengan teknik purposive sampling berdasarkan kriteria: (1) pernah membeli/mengkonsumsi produk, (2) terpapar kampanye di media sosial (Instagram/TikTok/YouTube), dan (3) berdomisili/aktif di Yogyakarta. Metode analisis menggunakan korelasi Spearman's Rho, yang sesuai untuk data yang tidak memenuhi asumsi normalitas. Hasil menunjukkan bahwa (1) Strategi kampanye influencer berpengaruh positif dan signifikan terhadap efektivitas kampanye, menegaskan bahwa perencanaan strategi (pemilihan influencer, penyusunan pesan, dan pemanfaatan platform) meningkatkan jangkauan dan dampak kampanye. (2) Persepsi brand berpengaruh positif terhadap efektivitas kampanye, menunjukkan bahwa citra merek yang kuat dan relevan meningkatkan penerimaan pesan oleh konsumen. (3) Kredibilitas influencer berpengaruh signifikan mengindikasikan bahwa faktor keahlian dan keaslian influencer berdampak pada efektivitas kampanye di penelitian ini. Dengan demikian, penelitian ini memberikan gambaran tentang bagaimana faktor-faktor tersebut secara bersama-sama mendukung efektivitas kampanye pemasaran yang dilakukan oleh Panties Pizza di Yogyakarta.


 

Keywords

Strategi Kampanye, Persepsi Brand, Kredibilitas Influencer, Efektivitas Kampanye, Influencer Marketing

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How to Cite
Annisa, Yudhasepti, W., Miswanto, M., Biyanto, F. ., & Siregar, B. . (2025). Pengaruh Strategi Kampanye Influencer, Persepsi Brand dan Kredibilitas Influencer terhadap Efektivitas Kampanye Influencer pada Pemasaran Brand Panties Pizza di Yogyakarta . Economics and Digital Business Review, 6(2), 1254–1267. https://doi.org/10.37531/ecotal.v6i2.2756
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