THE ROLE OF INFLUENCER MARKETING IN FORMING PUBLIC OPINION AMONG GENERATION Z (SURVEY ON MA BINAUL AHKLAQ STUDENTS)

Abstract

Penelitian dilakukan untuk menganalisis pengaruh influencer marketing dalam membentuk opini publik, dengan fokus pada Generasi Z di MA Binaul Ahklaq. Di era digital yang didominasi media sosial, influencer telah menjadi kekuatan penting dalam membentuk persepsi, sikap, dan perilaku konsumen, terutama di kalangan Generasi Z yang sangat aktif di platform digital. Penelitian ini akan mengkaji bagaimana influencer membangun kredibilitas dan kepercayaan di mata audiens mereka, faktor-faktor yang mempengaruhi efektivitas influencer dalam membentuk opini publik, serta bagaimana Generasi Z merespons pesan yang disampaikan oleh influencer. Metode penelitian yang digunakan adalah metode penelitian deskriptif asosiatif, dengan bentuk hubungan kausal, lalu jenis data kuantitatif dan skala ordinal. Responden yang diambil dalam penelitian ini adalah siswa dan siswi MA Binaul Ahklaq yang diambil sampel 68 responden. Selanjutnya diolah menggunakan uji validitas, uji realibilitas, uji korelasi sederhana, uji koefisien determinasi, uji signifikan parsial (uji t), dan uji hipotesis. Hasil penelitian menunjukan bahwa pengaruh influencer marketing terhadap opini publik dengan nilai t-hitung 7.727 > t-tabel 1.668, maka Ho ditolak dan Ha terima yang berarti influencer marketing (variabel X) berpengaruh positif dan signifikan terhadap opini publik (variabel Y) di kalangan generasi Z , dengan koefisien korelasi terdapat pengaruh “kuat” yaitu sebesar 0,689. Sedangkan hasil koefisien determinasi sebesar 48% dan sisanya sebesar 52% dipengaruhi oleh faktor lain diluar variabel yang diteliti. The study was conducted to analyze the influence of influencer marketing in shaping public opinion, focusing on Generation Z at MA Binaul Ahklaq. In the digital era dominated by social media, influencers have become a significant force in shaping consumer perceptions, attitudes, and behavior, especially among Generation Z, who are highly active on digital platforms. This study will examine how influencers build credibility and trust in the eyes of their audience, the factors that influence the effectiveness of influencers in shaping public opinion, and how Generation Z responds to messages conveyed by influencers. The research method employed is the associative descriptive research method, which involves a causal relationship and utilizes quantitative data types and ordinal scales. The respondents in this study were students of MA Binaul Ahklaq, sampled from a total of 68 respondents. Furthermore, it was processed using validity tests, reliability tests, simple correlation tests, determination coefficient tests, partial significance tests (t-tests), and hypothesis tests. The results of the study show that influencer marketing has a significant influence on public opinion, with a t-count value of 7.727 greater than the t-table value of 1.668; therefore, Ho is rejected. Ha is accepted, which means that influencer marketing (variable X) has a positive and significant effect on public opinion (variable Y) among Generation Z, with a correlation coefficient of "strong" influence of 0.689. While the results of the determination coefficient are 48%, other factors outside the variables influence the remaining 52%.