PENGARUH BEAUTY INFLUENCER REVIEW DI INSTAGRAM PADA KEPUTUSAN PEMBELIAN TERHADAP PRODUK MILKY GEL LIP TINT MEREK X

DARA EMINANDA MINARDI, . (2024) PENGARUH BEAUTY INFLUENCER REVIEW DI INSTAGRAM PADA KEPUTUSAN PEMBELIAN TERHADAP PRODUK MILKY GEL LIP TINT MEREK X. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Perkembangan gaya hidup dan teknologi telah menyebabkan perubahan gaya hidup masyarakat pada umumnya, yang ditandai dengan semakin banyak orang yang menggunakan internet untuk mengakses media sosial, berselancar atau browsing, serta menghubungi kerabat atau teman. Saat ini, media sosial merupakan alat atau media yang sangat efektif dalam menunjang proses komunikasi antar manusia, seperti antara satu orang, antar influencer, antara selebriti dengan pengikutnya secara keseluruhan. Salah satu influencer di media sosial adalah di bidang beauty atau beauty influencer. Kosmetik untuk bibir memiliki banyak jenis seperti, stik bibir, krim bibir, lip balm, lip gloss dan lip tint. Kosmetik bibir paling ringan yang memiliki hasil alami adalah lip tint. Oleh karena itu, penelitian ini dilakukan untuk mengetahui pengaruh beauty influencer di Instagram terhadap keputusan pembelian produk lip tint Milky gel merek Secondate Beauty. Penelitian ini dilakukan untuk mengetahui pengaruh beauty influencer di Instagram terhadap keputusan pembelian produk lip tint Milky gel merek Secondate Beauty. Metode yang digunakan dalam penelitian ini adalah metode survei. Alat ukur dalam penelitian ini menggunakan alat dengan total 35 pertanyaan. Sampel dalam penelitian ini diambil dari mahasiswa Tata Rias UNJ menggunakan perhitungan rumus slovin dengan jumlah 66 mahasiswa. Berdasarkan hasil pengujian hipotesis antara Beauty Influencer dengan Keputusan Pembelian rhitung sebesar 0,674 sedangkan rtabel untuk n = 66 adalah 0,238. Maka hasil tersebut menunjukkan rhitung lebih besar dari rtabel (rhitung > r tabel) yang berarti Ho ditolak dan Ha diterima. Artinya terdapat hubungan positif antara Beauty influencer dengan keputusan pembelian milky gel lip tint merek Secondate Beauty. Koefisien determinasi (R Square) sebesar 0,455. Kesimpulan dari penelitian ini menunjukkan bahwa pengaruh review beauty influencer di Instagram pada keputusan pembelian terhadap produk milky gel lip tint merek Secondate Beauty adalah sebesar 45,5%. Kata kunci: Beauty Influencer, Instagram, Keputusan Pembelian, Produk Milky Gel Lip Tint ********* ABSTRACT The development of lifestyle and technology has led to changes in people's lifestyles in general, which is characterized by more and more people using the internet to access social media, surf or browse, and contact relatives or friends. Currently, social media is a very effective tool or media in supporting the process of communication between people, such as between one person, between influencers, between celebrities and their followers as a whole. One of the influencers on social media is in the field of beauty or beauty influencers. Cosmetics for lips come in many types such as, lip sticks, lip creams, lip balms, lip gloss and lip tints. The lightest lip cosmetics that have natural results are lip tints. Therefore, this research was conducted to determine the influence of beauty influencers on Instagram on the purchase decision of Milky gel lip tint products of the Secondate Beauty brand. This research was conducted to determine the influence of beauty influencers on Instagram on the purchase decision of Milky gel lip tint products of the Secondate Beauty brand. The method used in this study is a survey method. The measuring tool in this study uses a tool with a total of 35 questions. The sample in this study was taken from UNJ Cosmetology students using the calculation of the slovin formula with a total of 66 students. Based on the results of the hypothesis test between Beauty Influencer and Purchase Decision, the calculation is 0.674 while the table for n = 66 is 0.238. So the result shows that the rcount is greater than the rtable (rcount > rtable) which means that Ho is rejected and Ha is accepted. This means that there is a positive relationship between Beauty influencers and the decision to buy milky gel lip tint under the Secondate Beauty brand. The coefficient of determination (R Square) is 0.455. The conclusion of this study shows that the influence of beauty influencer reviews on Instagram on purchase decisions on Secondate Beauty brand milky gel lip tint products is 45.5%. Keywords: Beauty Influencers, Instagram, Purchase Decisions, Milky Gel Lip Tint Products

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Mari Okatini Armandari, M.K.M. ; 2). Dra. Lilis Jubaedah, M.Kes.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Manajemen > Perilaku Konsumen Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 24415 not found.
Date Deposited:	05 Aug 2024 05:39
Last Modified:	05 Aug 2024 05:39
URI:	http://repository.unj.ac.id/id/eprint/48263

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