PENGARUH KREDIBILITAS BEAUTY VLOGGER TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK "S"

VIRA TRI HANDRIANA, . (2023) PENGARUH KREDIBILITAS BEAUTY VLOGGER TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK "S". Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Dengan berkembangnya penggunaan media sosial dalam memperoleh informasi, calon pembeli produk kosmetik akan terlebih dahulu mencari informasi dari berbagai macam sumber, termasuk ulasan dari beauty vlogger di YouTube. Kehadiran beauty vlogger menjadi salah satu bentuk bertukarnya informasi yang mampu mempengaruhi penjualan suatu produk. Miss “X” menjadi salah satu beauty vlogger di Indonesia yang tidak luput memberikan ulasan pada suatu merek kosmetik, termasuk merek kosmetik “S”. Namun, terdapat ketidakkonsistenan hasil penelitian terdahulu bahwa beauty vlogger tidak mempengaruhi keputusan pembelian dan belum diketahuinya kredibilitas Miss “X” sebagai seorang beauty vlogger. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kredibilitas beauty vlogger terhadap keputusan pembelian produk kosmetik “S”. Dalam penelitian ini memiliki beberapa variabel yaitu Keterpercayaan (Trustworthiness), Keahlian (Expertise), Daya Tarik (Attractiveness) sebagai variabel independen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode SEM-PLS yang dihitung menggunakan aplikasi SMARTPLS 3.0. Populasi dalam penelitian ini yaitu pelanggan kanal YouTube beauty vlogger Miss “X”. Teknik pengumpulan data menggunakan non probability sampling dengan beberapa kriteria termasuk responden yang sudah pernah menggunakan produk kosmetik merek “S”. Berdasarkan perhitungan rumus Slovin, jumlah pada penelitian ini adalah 100 responden. Hasil menunjukkan bahwa kredibilitas beauty vlogger Miss “X” mempengaruhi Keputusan Pembelian produk kosmetik “S” sebesar 33,8%. Keterpercayaan berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian, namun Keahlian dan Daya Tarik tidak mempengaruhi secara signifikan meskipun positif terhadap Keputusan Pembelian produk kosmetik “S”. Kata Kunci: Beauty vlogger, Keputusan Pembelian, Kredibilitas. With the development of using social media in gaining more information, a cosmetic product potential buyer will search for more information from various sources, including reviews from beauty vloggers on YouTube. Beauty Vlogger existence beauty vlogger can be a form of information exchange that can affect the sales of a product. Miss “X” becomes one of beauty vlogger in Indonesia who also makes review of cosmetic brand, including cosmetic brand “S”. Nonetheless, there is a research result inconsistency about beauty vlogger does not affect purchasing decision and Miss “X”’s credibility as a beauty vlogger is not yet known. This research aims to find out how much a beauty vlogger’s credibility can affect the decision purchasing of “S” cosmetic products. This research used Trustworthiness, Expertise, and Attractiveness as independent variables. The research methodology used in this research was a quantitative method with SEM-PLS method that was calculated by SMARTPLS 3.0 application. The population of this research was the subscribers of Miss “X”’s YouTube channel. In collecting data, the writer used non probability sampling with some criterions including a respondent who used “S” cosmetic product. The study sample of this research was 100 based on Slovin formula calculation. The result of the study shows that beauty vlogger Miss “X”’s credibility affects the purchasing decision of “S” cosmetic products by 33,8%. Trustworthiness has a positive and significant effect towards Purchasing Decision. However, Expertise and Attractiveness do not have significant effect towards “S” cosmetic products despite being positive. Keyword: Beauty vlogger, Decision Purchasing, Credibility.

Item Type: Thesis (Sarjana)
Additional Information: 1) Dra. Mari Okatini A, MKM. 2) Dr. Neneng Siti Silfi Ambarwati, S.Si, Apt., M.Si.
Subjects: Manajemen > Manajemen , Business
Tata Rias > Tata Rias (Makeup)
Divisions: FT > S1 Pendidikan Tata Rias
Depositing User: Users 16895 not found.
Date Deposited: 21 Feb 2023 03:26
Last Modified: 21 Feb 2023 03:26
URI: http://repository.unj.ac.id/id/eprint/36921

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