DOESKEYOPINIONLEADERANDUSER-GENERATEDCONTENT ASAMODERATINGVARIABLEAFFECTCUSTOMERPURCHASE INTERESTININDONESIAFNBINDUSTRY. STUDYOFKOLWITHUGCASMODERATINGVARIABLEON INDONESIASFNBCPI FINALPROJECT by MuhammadRaisAhsan 19020005 UndergraduateProgram SchoolofBusinessandManagement InstitutTeknologiBandung DOESKEYOPINIONLEADERANDUSER-GENERATEDCONTENT ASAMODERATINGVARIABLEAFFECTCUSTOMERPURCHASE INTERESTININDONESIAFNBINDUSTRY. STUDYOFKOLWITHUGCASMODERATINGVARIABLEON INDONESIASFNBCPI MuhammadRaisAhsan 19020005UndergraduateProgramSchoolofBusinessandManagement InstitutTeknologiBandung 2023 Supervisor:IlhamFauzanPutra,S.M.,M.S.M ABSTRACT ThisresearchpaperexaminestheimpactofKeyOpinionLeaders(KOLs)andUser-Generated Content(UGC)asamoderatingvariableonconsumerpurchaseinterest(CPI)intheIndonesianfood andbeverage(F&B)industry.Throughdatacollectedfrom110respondents,ThisstudyusesSPSS version29toanalyzequantitativeprimarydatafromrespondents. ThestudyrevealsasignificantpositiveinfluenceofKOLsonCPI,withrespondentsshowing considerableinterestinpurchasingproductsendorsedbyinfluentialKOLs.Additionally,theresearch underscoresthepivotalroleofUGCasaPureModerator,strengtheningtheimpactofKOLson consumerpurchaseinterest.ConsumersexhibitedhigherpurchaseinterestwhenKOLsutilizedUGC toconveymessagesorrecommendations. Hypothesistestingusingmoderatedregressionanalysis(MRA)andR-squaretestsconfirmsthe acceptanceofallresearchhypotheses.Hypothesis1,assertingapositiveimpactofKOLson IndonesianCPIintheFnBindustry,findssupportinthedata.Similarly,Hypothesis2,suggestinga positiveinfluenceofUGConIndonesianCPIforFnBproducts,isalsosubstantiatedbythefindings. Lastly,Hypothesis3,proposingUGCasamoderatorbetweenKOLsandCPIintheIndonesianF&B industry,isvalidated. ThesefindingsoffervaluableinsightsforbusinessesinIndonesia'sF&Bindustrytostrategically incorporateKOLsandleverageUGCtooptimizetheirmarketingstrategiesandgainacompetitive edge.WhilethestudycoversasignificantportionofIndonesia'sprovinces,futureresearchcould enhanceitsgeographicalrepresentation,providingafurtherunderstandingofconsumerpurchase interestintheF&Bmarket. Keywords:KeyOpinionLeader,Marketing,UserGeneratedContent,CustomerPurchaseInterest, Moderatingvariables. APAKAHKEYOPINIONLEADERDANUSERGENERATEDCONTENT SEBAGAIVARIABELMODERATINGMEMPENGARUHIMINATBELI PELANGGANDIINDUSTRIFNBINDONESIA. STUDIKOLDENGANUGCSEBAGAIVARIABELMODERATINGPADA FNBCPIINDONESIA MuhammadRaisAhsan 19020005UndergraduateProgramSchoolofBusinessandManagement InstitutTeknologiBandung 2023 Supervisor:IlhamFauzanPutra,S.M.,M.S.M ABSTRACT PenelitianinimengkajipengaruhKeyOpinionLeaders(KOLs)danUser-GeneratedContent(UGC) sebagaivariabelmoderasiterhadapCustomerPurchaseInterest(CPI)diindustrimakanandan minuman(F&B)Indonesia.Melaluidatayangterkumpuldari110responden,penelitianini menggunakanSPSSversi29untukmenganalisadataprimerkuantitatifdariresponden. StudiinimengungkapkanpengaruhpositifyangsignifikandariKOLterhadapCPI,denganresponden menunjukkanminatyangbesaruntukmembeliprodukyangdidukungolehKOLyangberpengaruh. Selainitu,penelitiantersebutmenggarisbawahiperanpentingUGCsebagaiModeratorMurni,yang memperkuatdampakKOLterhadapminatbelikonsumen.Konsumenmenunjukkanminatbeliyang lebihtinggisaatKOLmemanfaatkanUGCuntukmenyampaikanpesanataurekomendasi. Pengujianhipotesismenggunakananalisisregresimoderat(MRA)danujiR-squaremenegaskan penerimaansemuahipotesispenelitian.Hipotesis1,yangmenegaskandampakpositifKOLterhadap IHKIndonesiadiindustriFnB,didukungolehdata.Demikianpula,Hipotesis2,yangmenunjukkan adanyapengaruhpositifUGCterhadapCPIIndonesiauntukprodukFnB,jugadidukungolehtemuan tersebut.Terakhir,Hipotesis3,mengusulkanUGCsebagaimoderatorantaraKOLdanCPIdiindustri F&BIndonesia,tervalidasi. TemuaninimenawarkanwawasanberhargabagibisnisdiindustriF&BIndonesiauntuk menggabungkanKOLsecarastrategisdanmemanfaatkanUGCuntukmengoptimalkanstrategi pemasaranmerekadanmendapatkankeunggulankompetitif.Meskipunstudiinimencakupsebagian besarprovinsidiIndonesia,penelitiandimasamendatangdapatmeningkatkanrepresentasi geografisnya,memberikanpemahamanlebihlanjuttentangminatbelikonsumendipasarF&B. Keywords:KeyOpinionLeader,Pemasaran,User-GeneratedContent,CustomerPurchaseInterest, VariabelModerasi i APPROVALPAGE DOESKEYOPINIONLEADERANDUSER-GENERATEDCONTENTASA MODERATINGVARIABLEAFFECTCUSTOMERPURCHASEINTEREST ININDONESIAFNBINDUSTRY. STUDYOFKOLWITHUGCASMODERATINGVARIBLEON INDONESIASFNBCPI By: MUHAMMADRAISAHSAN IDNo:19020005 AFinalProjectinPartialFulfillment oftheRequirementfortheDegreeofBachelorofManagement UndergraduateProgramofManagementStudy SchoolofBusinessandManagement InstitutTeknologiBandung July31st,2023 ApprovedBy: Dr.rer.pol.AchmadFajarHendarman,S.T,M.S.M. ii TABLEOFCONTENT ABSTRACT...............................................................................................................................i APPROVALPAGE..................................................................................................................ii TABLEOFCONTENT..........................................................................................................iii LISTOFFIGURES.................................................................................................................v LISTOFTABLES...................................................................................................................vi CHAPTER1:Introduction....................................................................................................1 1.1Background....................................................................................................................1 1.2ProblemStatement.........................................................................................................4 1.3ResearchQuestions........................................................................................................5 1.4ResearchObjectives.......................................................................................................5 1.5ScopeandLimitation.....................................................................................................7 CHAPTER2:TheoreticalFoundation...................................................................................9 2.1LiteratureReview...........................................................................................................9 2.1.1KeyOpinionLeaders............................................................................................9 2.1.1.1.CharacteristicsandCategoryofKOLs......................................................10 2.1.1.2.TypesofKOLforF&BinIndonesia.........................................................11 2.1.2ConsumerPurchaseInterest(CPI).....................................................................12 2.1.2.1.FactorsInfluencedCustomerPurchaseInterest........................................13 2.1.2.2.TypesofConsumerPurchaseInterest.......................................................14 2.1.3User-GeneratedContentasBrandingMedia.......................................................14 2.1.3.1.TypeofUser-GeneratedContentintheF&BIndustry.............................15 2.1.3.2.InfluenceofUGConConsumer................................................................17 2.1.3.3.TrendsGenerateUCGbyKOL.................................................................18 2.1.4ModeratingVariable............................................................................................19 2.1.4.1TypesofModerator....................................................................................20 2.1.5TheFoodandBeverage(F&B)IndustryinIndonesia........................................21 2.1.5.1.TheIndonesianFnBindustry'sCPI-influencingfactors...........................22 2.1.5.2.KOLsandUGCinPromotionoftheIndonesianFnBIndustry................23 2.1.5.3.TheInfluenceofKOLsandUGConconsumerpurchasingdecisionsin theIndonesianFnBIndustry..................................................................................24 2.1.6KOLandCustomerInterest................................................................................25 2.1.7KOLandUser-GeneratedContent......................................................................26 2.1.8User-GeneratedContentandCustomerInterest..................................................28 2.1.9ModeratingRoleofUGC....................................................................................29 2.1.10ConceptualFramework.....................................................................................30 2.1.11PreviousStudy...................................................................................................31 CHAPTER3:ResearchDesignandMethodology..............................................................33 3.1ResearchDesign...........................................................................................................33 iii 3.2DataCollectionMethods..............................................................................................34 3.2.1Samples...............................................................................................................34 3.2.2MeasurementItemandHypothesis.....................................................................35 3.3DataAnalysis...............................................................................................................36 3.3.1ValidityTest.........................................................................................................37 3.3.2ReliabilityTest....................................................................................................37 3.3.3ClassicalAssumptionTest..................................................................................38 3.3.3.1NormalityTest............................................................................................38 3.3.3.2HeteroskedasticityTest...............................................................................38 3.3.3.3LinearityTest..............................................................................................39 3.3.4ModeratedRegressionAnalysis(MRA)Test....................................................39 3.3.5R-SquaredTest...................................................................................................41 3.3.6DataLimitation...................................................................................................41 CHAPTER4:Findings..........................................................................................................42 4.1DataValidityandReliability........................................................................................42 4.1.1ValidityTest.........................................................................................................42 4.1.2ReliabilityTest....................................................................................................44 4.2Respondents'Profile.....................................................................................................44 4.3ClassicalAssumptionTest............................................................................................47 4.3.1NormalityTest.....................................................................................................47 4.3.1.1HistogramGraphandP-PPlot...................................................................47 4.3.1.2Kolomogorov–smirnovTest.....................................................................48 4.3.1.3HeteroscedasticityTest...............................................................................49 4.3.1LinearityTest.......................................................................................................50 4.4ModeratedRegressionAnalysis...................................................................................51 4.5R-SquaredTest.............................................................................................................55 4.6Discussion....................................................................................................................56 CHAPTER5:Conclusion......................................................................................................60 5.1Conclusion....................................................................................................................60 5.2TheoreticalRecommendations.....................................................................................64 5.2ManagerialRecommendations.....................................................................................65 References...............................................................................................................................67 iv LISTOFFIGURES Figure1.1:GDPofFnBmanufacturersinIndonesia2014to2021(BadanPusatStatistik, 2022) 4 Figure2.1:ConceptualFramework(Liana,2009;Sharmaetal,1981) 30 Figure3.1:ConceptualFramework(Liana,2009;Sharmaetal,1981) 36 Figure3.2:Regressionequationmodel(Sharmaetal.,1981) 40 Figure4.1:RespondentsAge 44 Figure4.2:RespondentsGender 45 Figure4.3:HistogramGraph 47 Figure4.4:ResultoftheNormalPlot 48 Figure4.5:ResultofHeteroscedasticityscatterplotTest 49 Figure4.6:ResultofR-Test-FirstRegression 55 Figure4.7:ResultofR-Test-SecondRegression 55 Figure4.8:ResultofR-Test-ThirdRegression 56 v LISTOFTABLES Table3.1:MeasurementItem 35 Table4.1:PearsonCorrelationtest 43 Table4.2:PearsonCorrelationtest 43 Table4.3:ResultofCronbachAlphatest 44 Table4.4:RespondentsGeographicdata 46 Table4.5:ResultofKolmogorov-SmirnovTest 48 Table4.6:ResultofHeteroscedasticityTest-GleiserTest 49 Table4.7:AnalysisofVariance(ANOVA) 50 Table4.8:AnalysisofVariance(ANOVA) 50 Table4.9:ModeratedRegressionAnalysis-Equation1 51 Table4.10:ModeratedRegressionAnalysis-Equation2 52 Table4.11:ModeratedRegressionAnalysis-Equation3 53 Table5.1:Hypothesisresult 63 vi CHAPTER1:Introduction 1.1Background Intoday'shighlysaturatedB2Cconsumerproductsindustry,businesseshaveplaceda lotofemphasisonbrandcreationinordertoassistbusinesssuccess.ThepopularityofKey OpinionLeaders(KOLs)onsocialmedianetworkslikeInstagram,Twitter,Facebook,and YouTubeledtoarapidincreaseintheirinfluenceonbrandbuilding.(Jerslev,2016; McCormick,2016).Keyopinionleadersareknownaspeoplewhoareinfluentialonsocial media.Theyaresociallyadeptandexpressive,andtheyfrequentlypostabouttheirreal-world experiencesonsocialmedia.(Carpenter&Sherbino,2010;Turcotteetal.,2015a).Theyare envisionedasuniquepeoplewhohavethepowertoaffectotherpeople'sthoughtsand behaviors(Y.Zhaoetal.,2018).KOLsengagewithpotentialcustomersbysharingtheir productusageexperience,incontrasttotraditionalmarketingthatinvolvescelebrity endorsementattachedtomassmedialikeTVandmagazines.Sincetheirreviewsaremore authenticandsincere,theseopinionleadersgainmoreinfluenceasaresultoftheirincreased interaction. Notthenumberoffollowerstheyhaveorthequalityoftheirimagesdistinguish KOLsfromonlinesocialinfluencers;rather,itisthenicheandaudiencetheycaterto.KOLs focusonaspecificinterestwithexpertknowledge,whileonlinesocialinfluencersmaybe interestedinsharingtheirdailyexperienceondifferentlifestyleactivities.(Xiongetal., 2021).Forinstance,theyfocusonandhavealotofexperiencewithnaturalandsustainable skincareproducts.Theiradmirersregardthemasindustryauthoritiesinthatfieldbecause theyarewellknownforit.Thecredibilityofonlinesocialinfluencersisdeterminedbytheir personalitiesandthecontenttheyshare.Wheninfluencersareregardedasimportantopinion leadersbytheirfollowersbecausetheyarepopularenough.Apersonwillbecomea significantopinionleaderiftheyreceiveadequatepublicexposure(Xiongetal.,2021).For instance,aspecialistinaparticularfieldmayquicklybecomeakeyopinionleader. KOLsplayasignificantroleinboostingproductsalesbyofferingathorough evaluationoftheproductbasedonreal-worldusageexperienceandproductexpertise,which isimportantgiventhatconsumershaveatendencythesedaystobuyaproductaftertaking 1 variousfactorsandrecommendationsintoconsideration.Asaresult,consumersaremore likelytotrustKOLsbecausetheybelievethattheiradviceismorelikelytobefollowed(He &Jin,2022).Theintegrationofsocialnetworksintoe-commercedependsheavilyontrust. AccordingtoSchiffman&Wisenblit(2015),Consumerinterestinmakingpurchasesis increasedbyoutsidefactors,awarenessofneeds,andproductintroduction.Themarketing initiativesandsocio-culturalelementsthatmakeupthisexternalinfluence.