PERANAN INFLUENCER DALAM MENGKOMUNIKASIKAN PESAN DI MEDIA SOSIAL INSTAGRAM [THE ROLE OF SOCIAL MEDIA INFLUENCERS IN COMMUNICATING MESSAGES USING INSTAGRAM]

Abstract

Instagram as a social media network has produced influencers who are influential in disseminating information and messages digitally. Influencers are considered capable of impacting their followers through photo uploads and electronic word of mouth (EWoM) which they post on their social media feeds. This study was conducted qualitatively with a literature review approach and indirect interviews with influencers and their followers. The results show that the role of influencers has an impact on followers based on what they upload and what they write about on Instagram. BAHASA INDONESIA ABSTRACT: Media sosial Instagram telah melahirkan para influencer yang berpengaruh dalam penyebaran informasi dan pesan secara digital. Influencer dinilai mampu memberikan dampak bagi para pengikutnya melalui unggahan foto dan electronic word of mouth (EWom) yang mereka sampaikan di media sosial mereka. Penelitian dilakukan secara kualitatif dengan pendekatan literature review dan wawancara tidak langsung kepada para influencer dan juga pengikutnya. Hasilnya menunjukan bahwa peranan influencer memberikan dampak bagi pengikutnya berdasarkan pada pada apa yang mereka unggah dan apa yang mereka tulis di sosial media Instagram.

Keywords

• komunikasi
• influencer
• media sosial
• instagram
• pesan
• electronic word of mouth
• communication
• social media influencer