PENGARUH ENDORSEMENT LABEL “TASYA FARASYA APPROVED” TERHADAP MINAT BELI PRODUK SKINTIFIC REPAIR MOISTURIZER(SURVEI : FOLLOWERS INSTAGRAM @SKINTIFICID)

FADIA RAMADANIA, . (2025) PENGARUH ENDORSEMENT LABEL “TASYA FARASYA APPROVED” TERHADAP MINAT BELI PRODUK SKINTIFIC REPAIR MOISTURIZER(SURVEI : FOLLOWERS INSTAGRAM @SKINTIFICID). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text Cover.pdf Download (1MB)
	Text BAB 1.pdf Download (614kB)
	Text BAB 2.pdf Restricted to Registered users only Download (435kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (463kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (741kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (331kB) | Request a copy
	Text Daftar Pustaka.pdf Download (289kB)
	Text Lampiran.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh endorsement label “Tasya Farasya Approved” terhadap minat beli produk Skintific Repair Moisturizer. Penelitian ini dilakukan dengan metode kuantitatif melalui penyebaran kuesioner kepada 100 responden yang merupakan pengikut akun Instagram @skintificid. Data yang dikumpulkan dianalisis menggunakan uji validitas, reliabilitas, regresi linier sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa endorsement dari Tasya Farasya berpengaruh secara signifikan terhadap minat beli konsumen, dengan nilai Adjusted R Square sebesar 0,592. Artinya, sebesar 59,2% minat beli konsumen bisa dijelaskan oleh adanya endorsement Tasya Farasya, sedangkan sisanya dipengaruhi oleh faktor lain. Daya tarik menjadi faktor yang paling menonjol dalam membentuk ketertarikan audiens terhadap produk. Selain itu, minat beli yang paling kuat muncul dari keinginan konsumen untuk mencari tahu lebih lanjut tentang produk, menunjukkan bahwa endorsement Tasya Farasya mendorong perilaku eksploratif sebelum membeli. Hasil ini menunjukkan bahwa endorsement influencer dapat menjadi strategi yang efektif untuk meningkatkan minat beli di media sosial. Kata kunci: Endorsement, Minat Beli, Skintific Repair Mosturizer ***** This study aims to determine the extent of the influence of the "Tasya Farasya Approved" label endorsement on purchase intention for Skintific Repair Moisturizer. This study used quantitative methods by distributing questionnaires to 100 respondents who were followers of the Instagram account @skintificid. The collected data were analyzed using validity and reliability tests, simple linear regression, t-tests, and the coefficient of determination. The results showed that Tasya Farasya's endorsement significantly influenced consumer purchase intention, with an Adjusted R Square value of 0.592. This means that 59.2% of consumer purchase intention can be explained by Tasya Farasya's endorsement, while the remainder is influenced by other factors. Attractiveness is the most prominent factor in shaping audience interest in a product. Furthermore, the strongest purchase intention stems from consumers' desire to learn more about the product, indicating that Tasya Farasya's endorsement encourages exploratory behavior before purchasing. These results demonstrate that influencer endorsements can be an effective strategy for increasing purchase intention on social media. Keywords: Endorsement, Purchase Intention, Skintific Repair Moisturizer

Item Type:	Thesis (Sarjana)
Additional Information:	1) Muria Putriana, S.AP., M.Pd. ; 2) Anggun Nadia Fatimah, M. Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Fadia Ramadania .
Date Deposited:	01 Aug 2025 04:16
Last Modified:	01 Aug 2025 04:16
URI:	http://repository.unj.ac.id/id/eprint/57077

Actions (login required)

View Item