Electronic Theses and Dissertation

Perkembangan media sosial telah mengubah pola pencarian informasi konsumen, termasuk dalam mempertimbangkan pembelian produk otomotif. Konten review yang disampaikan oleh influencer menjadi salah satu sumber informasi yang mampu membentuk persepsi dan minat beli audiens. Fitra Eri sebagai content creator otomotif dikenal melalui ulasan kendaraan yang informatif dan kredibel. Penelitian ini bertujuan untuk mengetahui pengaruh konten review Fitra Eri terhadap minat beli mobil dikalangan mahasiswa Universitas Syiah Kuala. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Sampel penelitian ini berjunlah 100 mahasiswa Universitas Syiah Kuala yang ditentukan menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan regresi linear sederhana dengan bantuan IBM SPSS Statistics 22. Hasil penelitian menunjukkan bahwa konten review Fitra Eri berpengaruh positif dan signifikan terhadap minat beli mobil pada mahasiswa Universitas Syiah Kuala. Selain itu, aspek visual merupakan indikator konten review yang memperoleh penilaian paling tinggi dari responden, sehingga menjadi salah satu kekuatan utama dalam menarik perhatian dan membangun minat beli mahasiswa. Analisis regresi menunjukkan nilai koefisien determinasi (R2 ) sebesar 0,490, yang berarti konten review Fitra Eri memberikan kontribusi sebesar 49% terhadap minat beli mobil mahasiswa. Sementara itu, 51% sisanya dipengaruhi oleh faktor lain di luar penelitian.


Kata kunci : konten review, Fitra Eri, minat beli, mahasiswa, YouTube.

The development of social media has changed consumer information search patterns, including when considering purchasing automotive products. Review content delivered by influencers has become one source of information that can shape audience perceptions and purchasing interest. Fitra Eri as an automotive content creator is known for his informative and credible vehicle reviews. This study aims to determine the effect of Fitra Eri's review content on car purchasing interest among Syiah Kuala University students. This study uses a quantitative approach with a descriptive method. The sample of this study was 100 Syiah Kuala University students who were determined using a purposive sampling technique. Data were collected through a questionnaire with a Likert scale and analyzed using simple linear regression with the help of IBM SPSS Statistics 22. The results showed that Fitra Eri's review content had a positive and significant effect on car purchasing interest among Syiah Kuala University students. In addition, the visual aspect was the indicator of review content that received the highest rating from respondents, thus becoming one of the main strengths in attracting attention and building student purchasing interest. The regression analysis showed a coefficient of determination (R2) value of 0.490, which means that Fitra Eri's review content contributed 49% to students' car purchasing interest. Meanwhile, the remaining 51% was influenced by factors outside the study. Keywords: review content, Fitra Eri, purchase intention, students, YouTube..