Perbandingan Karakteristik Personal dan Kualitas Konten pada Mikro dan Makro Influencer
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Abstract
Pertumbuhan media sosial telah merevolusi dinamika interaksi antara merek dan konsumen. Kemunculan influencer sebagai individu berpengaruh, mendorong merek untuk mengadaptasi strategi pemasaran influencer. Penelitian ini bertujuan untuk mengetahui perbandingan antara mikro dan makro influencer dalam hal karakteristik dan kualitas konten. Metode survei dengan pendekatan kuatitatif digunakan untuk memperoleh data penelitian. Dari 260 responden yang terkumpul, analisis dilakukan secara deskriptif menggunakan nilai rata-rata dan secara verifikatif menggunakan uji t sampel berpasangan. Hasil penelitian menunjukkan bahwa tidak terdapat perbedaan yang signifikan antara karakteristik mikro dan makro influencer. Dalam hal ini, keduanya sama-sama ahli, menarik, asli, jujur, dan sama dengan audiensnya. Namun, dilihat dari kualitas konten yang dihasilkan, konten makro influencer lebih berkualitas dan profesional dibandingkan mikro influencer. Hal ini dapat terlihat dari informasi yang lebih komprehensif, visualisasi yang tinggi, dan konten yang lebih kreatif.
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