MENGEKSPLORASI PANDANGAN KONSUMEN TERHADAP PEMENGARUH (INFLUENCER) MEDIA SOSIAL DALAM STRATEGI PROMOSI PRODUK RITEL DI SURABAYA

Abstract

This research aims to explore the views of consumers in Surabaya regarding how social media influencers should create content for retail product promotion strategies. The study employs a qualitative method with a phenomenological approach involving 30 informants. The criteria for informants involved in this research are consumers of either gender aged at least 17 years who live or reside in Surabaya and have shopped for retail products after seeing content from social media influencers. From the age aspect, most informants belong to Generation Z. However, the research team also included several informants from Generation X and Y to obtain more holistic data. The informants' preferences for retail products promoted or reviewed in social media influencer content include fashion products, skincare, dining places, food, automotive, gadgets, and toys. For fashion products, dining places, and food, many informants mentioned that these products are from micro, small and medium enterprises (MSME). Data collection and gathering were conducted through open observation and interviews with the informants. Data analysis and documentation involved literature review consisting of data reduction, data presentation, and drawing conclusions. The findings of the factors that should be considered by social media influencers in creating content for retail product promotion strategies in Surabaya include speaking skills, appearance, self-image, completeness of information, credibility of information, ethics, entertaining content, and the quality of media content (video).