Impact of Instagram Influencers on the Popularity Level of Tokopedia Promotion

Abstract

: This paper discusses the impact of Instagram influencers on the level of the popularity of Tokopedia's promotions. Instagram is one of the most used social media in Indonesia. However, only a few users realize that Instagram can help their business. One of the ways is to perform promotions using influencers to influence buyer decisions. The purpose of this research was to determine the effect of using K-POP influencers on Tokopedia's popularity promotions. This research has never been conducted and published even though data were collected on April 2021. This research uses a quantitative approach. The data collection methods were observation and literature review. This research uses a population of all posts on the @tokopedia Instagram account on April 23, 2021 with a sample of 30 posts with influencers and 30 posts without influencers. The influencers observed were the South Korean music groups BTS and Blackpink. The results showed that Tokopedia's posts using influencers get more feedback in the form of likes and comments than posts that do not use influencers. This means that influencers have a positive effect on the popularity of Tokopedia's promotion, especially on social media Instagram, where it is shown that the number of likes and comments on posts with K-POP influencers is greater than the number of likes and comments on posts without influencers.