PENGARUH KONTEN MAKEUP DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN JASA MAKEUP ARTIST

KHALIZA MARYAM ZUKHAER, . (2025) PENGARUH KONTEN MAKEUP DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN JASA MAKEUP ARTIST. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Konten merupakan suatu hal yang dapat membantu viewers dalam mencari informasi mengenai produk atau jasa yang dapat dilihat melalui media sosial. Media sosial Instagram sering kali dimanfaatkan oleh penjual jasa makeup artist untuk mengunggah konten makeup di Instagram sebagai media promosi. Adanya konten makeup di Instagram dapat mempermudah konsumen untuk mencari informasi seputar jasa makeup artist. Pada era digital seperti saat ini banyak sekali orang yang menggunakan Instagram untuk mencari jasa makeup artist dari akun MUA tersebut agar meyakinkan konsumen untuk menggunakan jasa makeup tersebut. namun, dengan begitu banyaknya pilihan, membuat calon klien sering kali kesulitan dalam memilih MUA yang tepat jika tanpa adanya konten pada akun MUA tersebut. Tujuan penelitian ini adalah untuk mengetahui ada atau tidaknya pengaruhu konten makeup di Instagram terhadap keputusan pembelian jasa makeup artist. Metode penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan metode survei. Data dikumpulkan melalui kuisioner yang dibagikan kepada 99 responden. Pengambilan data pada 19 pernyataan tentang konten makeup di instagram dan 18 pernyataan tenteng keputusan pembelian jasa makeup artist. Berdasarkan uji regresi linear sederhana menunjukan nilai signifikansi variabel X dan Y sebesar 0,000 < 0,05. Pada uji t nilai signifikansi sebesar 0,000 < 0,05 dan nilai t_hitung 8.854 > 1.98472 sehingga dapat disimpulkan H_a diterima dan H_o ditolak. Hal tersebut menyatakan hasil penelitian ini terdapat pengaruh yang signifikan sebesar 44,7% antara konten makeup di Instagram terhadap keputusan pembelian jasa makeup artist. Dan 55,3% dipengaruhi oleh faktor lain yaitu harga dan kualitas layanan jasa makeup. ***** Content is something that can help viewers in finding information about products or services that can be seen through social media. Instagram social media is often used by makeup artist service sellers to upload makeup content on Instagram as a promotional medium. The existence of makeup content on Instagram can make it easier for consumers to find information about makeup artist services. In the digital era like today, many people use Instagram to find makeup artist services from the MUA account in order to convince consumers to use these makeup services. However, with so many choices, it is often difficult for prospective clients to choose the right MUA if there is no content on the MUA account. The purpose of this study was to determine whether or not the influence of makeup content on Instagram on purchasing decisions for makeup artist services. This research method uses an associative quantitative approach with a survey method. Data was collected through questionnaires distributed to 99 respondents. Data collection on 19 statements about makeup content on Instagram and 18 statements about purchasing decisions for makeup artist services. Based on the simple linear regression test, the significance value of the X and Y variables is 0.000 <0.05. In the t test, the significance value is 0.000 <0.05 and the t_count value is 8,854> 1,98472 so it can be concluded that H_a is accepted and H_o is rejected. This states that the results of this study have a significant effect of 44.7% between makeup content on Instagram on purchasing decisions for makeup artist services. And 55.3% is influenced by other factors, namely price and quality of makeup service.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Jenny Sista Siregar, M.Hum ; 2). Dr. Dwi Atmanto, M.Si
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Khaliza Maryam Zukhaer .
Date Deposited:	28 Feb 2025 06:58
Last Modified:	28 Feb 2025 06:58
URI:	http://repository.unj.ac.id/id/eprint/53919

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