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"Perkembangan media sosial global menyebabkan strategi pemasaran perusahaan bergeser untuk menggunakan konten digital media sosial melalui influencer, khususnya makro-influencer yang memiliki followers di atas seratus ribu hingga satu juta. Penelitian ini bertujuan untuk menganalisis pengaruh perceived influence terhadap purchase intention melalui brand engagement in self concept dan brand expected value sebagai variabel mediasi. Penelitian ini menggunakan Structural Equation Modeling-Partial Least Square untuk menganalisis data melalui perangkat lunak SMARTPLS-3. Kuesioner dihimpun melalui Google Form dan disebarkan melalui fitur direct message, Instagram, Twitter, Linkedin, dan Whatsapp kepada 279 responden. Hasil penelitian ini membuktikan bahwa perceived influence dari Rifat Sungkar dapat berpengaruh terhadap purchase intention Mitsubishi Xpander apabila dimediasi oleh brand engagement in self concept dan brand expected value (H1 dan H2 diterima). Namun, tidak ada pengaruh signifikan pada perceived influence Rifat Sungkar pada purchase intention Mitsubishi Xpander secara langsung (H3 ditolak). Hasil juga menunjukan bahwa terdapat hubungan signifikan antara brand engagement in self concept dan brand expected value (H4 diterima).

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The development of global social media has caused companies' marketing strategies to shift to using social media digital content through influencers, especially macro-influencers who have followers above one hundred thousand to one million. This study aims to analyse the effect of perceived influence on purchase intention through brand engagement in self concept and brand expected value as mediating variables. This study used Structural Equation Modeling-Partial Least Square to analyse the data through SMARTPLS-3 software. The questionnaire was collected through Google Form and distributed through direct message, Instagram, Twitter, Linkedin, and Whatsapp features to 279 respondents. The results of this study prove that perceived influence from Rifat Sungkar can affect Mitsubishi Xpander purchase intention when mediated by brand engagement in self concept and brand expected value (H1 and H2 accepted). However, there is no significant effect on Rifat Sungkar's perceived influence on Mitsubishi Xpander purchase intention directly (H3 is rejected). The results also show that there is a significant relationship between brand engagement in self concept and brand expected value (H4 accepted)."

"Laporan ini menyelidiki efektivitas pemasaran influencer untuk promosi produk di media sosial, dengan fokus khusus pada identifikasi tingkat influencer optimal untuk mencapai tujuan pemasaran secara hemat biaya. Penelitian ini menggunakan analisis data dan praktik yang digunakan oleh PT. IND, platform pemasaran influencer terkemuka di Indonesia. PT. IND menghubungkan merek dengan jaringan influencer yang luas, dikategorikan berdasarkan jumlah pengikut (micro-influencer, macro-influencer, dan mega-influencer). Analisis ini meneliti metrik biaya per jangkauan (Cost-per-Reach/CPR), biaya per interaksi (Cost-per-Interaction/CPI), dan biaya per tayang (Cost-per-View/CPV) yang terkait dengan kolaborasi influencer untuk menentukan tingkat paling hemat biaya untuk berbagai tujuan kampanye. Berdasarkan teori pemasaran yang relevan dan pengalaman praktis PT. IND, tesis ini membahas pertimbangan antara jangkauan, engagement, dan biaya yang terkait dengan tingkat influencer yang berbeda. Selain itu, penelitian ini menekankan pentingnya pengambilan keputusan berbasis data dalam pemilihan influencer, menganjurkan pendekatan holistik yang mempertimbangkan faktor-faktor di luar jumlah pengikut, seperti demografi audiens dan keselarasan konten dengan citra merek.

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This report investigates the effectiveness of influencer marketing for social media product promotion, with a specific focus on identifying the optimal influencer tier for achieving marketing objectives on a cost-effective basis. The research utilizes an analyzing data and practices employed by PT. IND, a leading Indonesian influencer marketing platform. PT. IND connects brands with a vast network of influencers categorized by follower count (micro, macro, and mega-influencers). The analysis examines cost-per-reach (CPR), cost-per-interaction (CPI), and cost-per-view (CPV) metrics associated with influencer collaborations to determine the most cost-effective tier for various campaign goals. Drawing upon relevant marketing theories and the practical experience of PT. IND, this thesis explores the trade-offs between reach, engagement, and cost associated with different influencer tiers. Furthermore, the research emphasizes the importance of data-driven decision making in influencer selection, advocating for a holistic approach that considers factors beyond follower count, such as audience demographics and content alignment with the brand voice."