Pengaruh User Generated Content (Ugc) Dan Influencer Marketing Terhadap Minat Beli Konsumen Pada Warunk Jurangan (Studi Kasus Di Kelurahan Pangkalan Masyhur, Medan Johor)

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis, Pengaruh User Generated Content (UGC) Dan Influencer Marketing Terhadap Minat Beli Konsumen Pada Warunk Juragan (Studi Kasus Di Kelurahan Pangkalan Masyhur, Medan Johor). Metode penelitian yang dilakukan pada penelitian ini adalah kuantitatif. Populasi data masyarakat penduduk Kelurahan Pangkalan Masyhur, Medan Johor usia 15-44 tahun total penduduk pada tahun 2024 sebanyak 10.439 jiwa. Dengan teknik pengambilan sampel yaitu menggunakan rumus solvin yang berjumlah 99 responden. Teknik analisis data menggunakan regresi linear berganda. Dengan hasil penelitian : (1) User Generated Content berpengaruh secara positif dan signifikan terhadap Minat Beli Konsumen. Hal ini terlihat dari nilai signifikan (0,000) < dari 0,05 dan t-hitung (5.945) > dibandingkan t-tabel (1.984). (2) Influencer Marketing berpengaruh secara positif dan signifikan terhadap Minat Beli Konsumen. Hal ini terlihat dari nilai signifikan (0,000) < 0,05 dan t-hitung (4.895) > dibandingkan t-tabel (1.984) (3) menunjukan bahwa pengaruh variabel bebas User Generated Content (X1), dan Influencer Marketing (X2) secara simultan adalah signifikan terhadap Minat Beli Konsumen. Dapat dilihat yaitu F-hitung > F-tabel dan tingkat signifikansinya (0,000) < 0,05. This research endeavor seeks to ascertain and examine the impact of User Generated Content (UGC) and Influencer Marketing on the Purchasing Interest of Consumers in Warunk Juragan, specifically focusing on a case study conducted in Pangkalan Masyhur Village, Medan Johor. The methodological approach employed in this investigation is quantitative in nature. The population under consideration consists of individuals residing in Pangkalan Masyhur Village, Medan Johor, within the age bracket of 15 to 44 years. The total population recorded in 2024 was 10,439 individuals. Utilizing a sampling technique grounded in the Slovin formula, the study comprises a sample size of 99 respondents. The analytical technique applied for data interpretation involves multiple linear regression. The findings of the research reveal the following: (1) User Generated Content exerts a positive and statistically significant influence on Consumer Buying Interest, as evidenced by the significant value (0.000) in comparison to the t-table (1.984) and the t-calculated value (5.945). (2) Influencer Marketing also demonstrates a positive and statistically significant impact on Consumer Buying Interest, as indicated by the significant value (0.000) being less than 0.05 and the t-calculated value (4.895) in relation to the t-table (1.984). (3) Furthermore, the collective influence of the independent variables User Generated Content (X1) and Influencer Marketing (X2) is found to be significant on Consumer Buying Interest. This is substantiated by the observation that the F-calculated value exceeds the F-table value, with a significance level of (0.000) being less than 0.05