PENGARUH ATRIBUT INFLUENCER TERHADAP KEPUTUSAN DONASI “TOLONG MENOLONG LAWAN COVID-19” DI PLATFORM KITABISA.COM (Survei pada Followers Instagram Rachel Vennya)

Musa Eko Nurrohman, NIM.: 13730046 (2020) PENGARUH ATRIBUT INFLUENCER TERHADAP KEPUTUSAN DONASI “TOLONG MENOLONG LAWAN COVID-19” DI PLATFORM KITABISA.COM (Survei pada Followers Instagram Rachel Vennya). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Influencers are those who have many followers and audiences in social media. They have strong influences on their followers, such as artists, celebgrams, bloggers, YouTubers, and so on. An influence named Rachel Vennya becomes a spotlight after her efforts to collect financial donation to assist coronavirus handling (COVID-19). It is so fruitful and obtains fantastic results. For less than 24 hours, the donation collected by Rechel Vennya reached 1.1 billion rupiahs. This research is based on problem formulation about how influential the attributes of the influencer, Rachel Vennya, are toward the donation decision of “tolong menolong lawan COVID-19” in kitabisa.com platform found in her Instagram followers. The expected objectives of this research were to find out the influential attributes of Rachel Vennya found in her Instagram followers toward the donation decision of “tolong menolong lawan COVID-19” in kitabisa.com platform. This research applied a quantitative approach by collecting the data. It was a survey. The X or influencer attribute is the independent variable, while the Y or donation decision variable is the dependent variable. By using simple linear regression analysis, it could the influential attributes of donation decision. The result showed that sig 0.000<0.05. Y=12.210+0.794X. Thus, X partially influenced Y. The average results of each variable showed the influential attribute with 51.4% participants agreed with, and donation decision, with 55.3% participants agreed with. It proved the influential attribute of Rachel Vennya toward the donation decision of “tolong lawan COVID-19” in kitabisa.com platform.

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