PENGARUH KEAKTIFAN PENGGUNAAN INSTAGRAM TERHADAP PERILAKU KONSUMEN MEMILIH PRODUK PERAWATAN DIRI DARI BALI

R.R MELDYANA ANNISA, . (2018) PENGARUH KEAKTIFAN PENGGUNAAN INSTAGRAM TERHADAP PERILAKU KONSUMEN MEMILIH PRODUK PERAWATAN DIRI DARI BALI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh keaktifan penggunaan instagram terhadap perilaku dalam pemilihan produk perawatan diri dari Bali pada mahasiswa Pendidikan Tata Rias, di Universitas Negeri Jakarta (UNJ). Pengambilan sampel dilakukan dengan menggunakan teknik non probability sampling yaitu sampling kuota sebanyak 83 responden sesuai dengan perhitungan menggunakan tabel Isaac dan Michael. Metode penelitian yang digunakan dalam penelitian ini adalah dengan pendekatan kolerasional, yaitu untuk mengetahui Pengaruh antara dua variabel. Teknik pengumpulan data menggunakan kuesioner atau angket yang dibuat sesuai dengan aspek keaktifan penggunaan instagram dan perilaku dalam pemilihan produk, yang telah melalui uji validitas dan reliabilitas. soal perilaku konsumen memilih produk perawatan diri 22 butir soal, sedangkan untuk instrumen keaktifan penggunaan instagram 22 butir soal. Dengan angka reliabilitas untuk kedua instrumen sebesar 0,865dan 0,790 yang berarti instrumen penelitian sangat andal. Hasil perhitungan normalitas dan linearitas menunjukan bahwa data berdistribusi normal dan berpola linear . Teknik analisis data pada penelitian ini menggunakan teknik Korelasi Product Moment dan regresi linear sederhana menggunakan aplikasi SPSS 13.0 for Windows. Hasil penelitian menunjukan bahwa besarnya korelasi sebesar 0,621 dengan signifikasi 0,000 yang artinya pengaruh keaktifan penggunaan instagram terhadap perilaku konsumen memilih produk perawatan diri dari Bali signifikan dan memiliki pengaruh yang cukup kuat. Berdasarkan uji analisis tersebut maka hipotesis null peneliti ditolak, bahwa terdapat pengaruh yang positif antara keaktifan penggunaan instagram terhadap perilaku dalam pemilihan produk perawatan diri dari Bali , artinya semakin tinggi nilai keaktifan penggunaan instagram seseorang semakin tinggi pula perilaku dalam pemilihan produk perawatan diri orang tersebut. Dalam penelitian ini keaktifan penggunaan instagram memberikan sumbangan kepada perilaku dalam pemilihan produk perawatan diri dari Bali sebesar 39,6% sedangkan 60.4% lainnya dipengaruhi oleh faktor lain. * This study aimed to analyze how the relation influence of activity of instagram use to behavior in choosing self care product from baliPrograme’s Student, at Univeritas Negeri Jakarta (UNJ). The sample technique used for this study was non probabilty sampling which is quota sampling. The number of sample for this study was 83 respondents, it’s based on the calculate of the table from Isaac and Michael. The method used for this study was correlation, it was a study to acknowledge the ralation between two variabels. The technique used for collecting data was quesioner, made based on social environment aspect and consumer behaviour aspect, that already tested for validity and reliability. 22 questions of behavior in the selection of self-care products from balivalid, While 22 questions of liveliness of instagram usagevalid. Reliability for the instrument was 0,865 and 0,790 which mean the instrument really realiable. The result of normality test and linearity test said that the data was normal and linear. The teqchnique for data analytics was Product Moment and simple linear regression using the SPSS application 13.0 for windows. The results of this study were obtained with empirical evidence that there is a relationship between the use of instagram with the behavior in the selection of self care products. The correlation value (r) is 0.725 with sig 0.000. Based on this, it can be concluded that the behavior in product selection significantly affects the activity of instagram use and the correlation is strong. Based on this, the null hypothesis is rejected, there is a positive correlation between instagram use activity and behavior in the selection of self-care products, which means if the value of the activity of instagram use of a person is high, the behavior in the selection of self care products is also high. In this study 39.6% variation of custumer behavior can be explained by social environment, while the rest equal to 60,4% explained by reason besides model.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dra. Eti Herawati, M.Si ; 2). Dra. Harsuyanti R Lubis, M.Hum
Subjects: Tata Rias > Tata Rias (Makeup)
Divisions: FT > S1 Pendidikan Tata Rias
Depositing User: Users 14626 not found.
Date Deposited: 06 Jul 2022 03:07
Last Modified: 06 Jul 2022 03:07
URI: http://repository.unj.ac.id/id/eprint/31433

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