The Influence Of Digital Influencer Marketing Communication On Instagram On Awareness, Interest, Search, Action And Share Beli Kreatif Sumatera Selatan

Abstract

The Ministry of Tourism and Creative Economy is implementing a digital influencer marketing campaign for the Beli Kreatif Sumatera Selatan 2022 (BKSS) 2022 program. The campaign targets millennials with high purchasing power. The research conducted used the Stimulus-Organism-Response (SOR) media effect theory and the Hypordemic Needle theory to prove the influence of BKSS influencers on Attention, Interest, Search, Action, and Share regarding BKSS 2022 products. A descriptive quantitative method was used, and a digital questionnaire was distributed to 346 respondents who follow BKSS 2022 influencers. Over 60% of the respondents stated that they were influenced in terms of Attention, Interest, Search, Action, and Share. The Pearson Correlation results showed a significant and positive correlation between Attention and the variables of Interest, Search, Action, and Share. Path coefficient analysis demonstrated that Attention significantly influenced the Share action for Beli Kreatif Sumatera Selatan products. Attention also influenced the Action of purchasing BKSS 2022 products. Additionally, the influence of Attention on Search was lower compared to the actions of Share and Purchase.

Keywords

• influencer
• marketing communication
• media effect