Az Zahrah, Kanaya (2022) The Influence of the Level of Popularity of Influencer, the Preference of Message Disclosure, and the Consumer Skepticism of Advertising on the Purchase Intention of Somethinc 16KOM2022. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Somethinc has used influencer marketing to promote its products and increase its sales.
They use various influencers with different levels of popularity namely mega, macro, micro,
and nano. The existence of influencers makes more and more sponsored content spread on
social media, especially Instagram. However, this has many pros and cons because a lot of

that the content they see is sponsored content. This kind of advertising model can also make
consumers become defensive and lead to skepticism because there is no transparency about the
persuasive nature of the content that influencers share. From late 2020 to early 2021, several
national surveys
products. This study aims to explain the influence of the level of popularity of influencers, the
preference of message disclosure, and the consumer skepticism of advertising on the purchase
intention of Somethinc. The theory used in this study is the Source of Attractiveness Model
and the Persuasion Knowledge Model, with the sampling technique of non-probability
sampling. The sample consists of 100 people with female characteristics, aged 18-35, who have

The results of the first hypothesis test using a simple regression technique show that
there is no influence on the level of popularity of influencers on purchase intention of
Somethinc with a significance value of (0.931). It shows that the high and low level of
popularity that influencers have has no influence on respondents' purchase intention of
Somethinc products. The results of the second hypothesis test using multiple regression
techniques show that there is no influence on the preference of message disclosure and the
consumer skepticism of Advertising on Somethinc's purchase intention with a significance
value (0.098). This shows that the level of respondent's preference for message disclosure and the level of respondent's skepticism in advertising have no simultaneous influence on
respondents' purchase intention of Somethinc products.

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