PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT PEMBELIAN MASKER WAJAH UNTUK KULIT BERMINYAK (STUDI PADA MAHASISWA PENDIDIKAN TATA RIAS UNIVERSITAS NEGERI JAKARTA TAHUN ANGKATAN 2020-2021)

TASYAVANI RIZQYA SALSABILLA, . (2024) PENGARUH PROMOSI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT PEMBELIAN MASKER WAJAH UNTUK KULIT BERMINYAK (STUDI PADA MAHASISWA PENDIDIKAN TATA RIAS UNIVERSITAS NEGERI JAKARTA TAHUN ANGKATAN 2020-2021). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Fokus utama banyak individu, terutama mahasiswi, adalah perawatan kulit demi penampilan dan kesehatan. Tantangan bagi yang berkulit berminyak, adalah mencari produk sesuai kebutuhan perawatan kulit. Masker wajah khusus untuk kulit berminyak memberikan solusi menarik bagi mereka yang menghadapi masalah kelebihan minyak pada kulit. Di era digital saat ini, Instagram telah menjadi platform pemasaran yang sangat berpengaruh, terutama untuk produk kecantikan, termasuk masker wajah. Mahasiswi sebagai konsumen aktif di dunia digital sering terpapar oleh promosi produkkecantikan, termasuk masker wajah di Instagram. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh promosi media sosial Instagram terhadap minat pembelian masker wajah kulit berminyak pada mahasiswa Pendidikan Tata Rias Universitas Negeri Jakarta tahun angkatan 2020 – 2021. Penelitian ini merupakan penelitian kuantitatif. Hasil penelitian menunjukan perhitungan uji-t diperoleh nilai signifikansi variabel X dan variabel Y adalah 0,000 < 0,05. Sehingga Ho ditolak dan Ha diterima, yang berarti terdapat pengaruh positif antara promosi media sosial Instagram dengan minat pembelian masker wajah kulit berminyak. Pada uji koefisien determinasi didapatkan hasil sebesar 0,935 yang berarti promosi media sosial Instagram berperan sebesar 93,5% pada minat pembelian masker wajah kulit berminyak. Sisanya sebesar 6,5% dipengaruhi oleh faktor lain di luar penelitian. The main focus of many individuals, especially college girls, is skincare for the sake of appearance and health. A common challenge, especially for those with oily skin, is finding products that fit your skincare needs. Special face masks for oily skin provide an interesting solution for those who face the problem of excess oil on the skin. In today's digital age, Instagram has become a very influential marketing platform, especially for beauty products, including face masks. Students as active consumers in the digital world are often exposed to the promotion of beauty products, including face masks on Instagram. This study aims to determine how much influence Instagram social media promotion has on the interest in purchasing face masks for oily skin in Cosmetology Education students of Universitas Negeri Jakarta for the class of 2020 – 2021. This research is quantitative. The results showed that based on the t-test calculation, the significance value of variable X and variable Y was 0.000 < 0.05. So Ho was rejected and Ha was accepted, which means that there is a positive influence between Instagram social media promotion and interest in buying face masks for oily skin. In the coefficient of determination test, a result of 0.935 was obtained, which means that Instagram social media promotion plays a role of 93.5% in the interest in purchasing face masks for oily skin. The remaining 6.5% was influenced by other factors outside the study.

Item Type:	Thesis (Sarjana)
Additional Information:	1). dr. Elvyra Yulia, Sp.Ak, 2). Prof. Dr. Neneng Siti Silfi A,S.Si.,Apt.,M.Si
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 21267 not found.
Date Deposited:	31 Jan 2024 02:24
Last Modified:	31 Jan 2024 02:24
URI:	http://repository.unj.ac.id/id/eprint/43931

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