PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN SERUM POWER BRIGHT EXPERT MEREK X UNTUK KULIT BERMINYAK

ALFI NISA HAERANI, . (2025) PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN SERUM POWER BRIGHT EXPERT MEREK X UNTUK KULIT BERMINYAK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Media sosial Instagram sebagai platform yang menyediakan informasi kini berperan penting dalam membentuk preferensi dan keputusan pembelian konsumen, termasuk dalam bidang kecantikan. Penelitian ini bertujuan untuk menganalisis pengaruh media sosial Instagram terhadap keputusan pembelian serum Power Bright Expert merek X untuk kulit berminyak pada mahasiswa D4 Kosmetik dan Perawatan Kecantikan Universitas Negeri Jakarta angkatan 2021–2024. Penelitian ini menggunakan penelitian kuantitatif dan metode survei dengan pendekatan cross-sectional. Teknik pengambilan sampling yaitu sampling jenuh, diperoleh 42 responden yang sesuai kriteria penelitian dari populasi yang sudah disaring sesuai kriteria penelitian melalui pra survei. Analisis data dilakukan secara statistik menggunakan bantuan perangkat lunak SPSS versi 29. Hasil penelitian menunjukkan berdasarkan pehitungan uji-t diperoleh bahwa media sosial Instagram berpengaruh signifikan terhadap keputusan pembelian serum dengan nilai signifikansi <0,001 sehingga H₀ ditolak dan Hₐ diterima. Nilai koefisien determinasi (R²) sebesar 0,719 menunjukkan bahwa 71,9% keputusan pembelian dipengaruhi oleh media sosial Instagram, sementara sisanya 28,1% dipengaruhi oleh faktor lain di luar penelitian ini. Dengan demikian, dapat disimpulkan bahwa semakin tinggi intensitas konten promosi dan kualitas interaksi di media sosial Instagram, maka semakin tinggi pula keputusan pembelian serum Power Bright Expert merek X untuk kulit berminyak. Kata Kunci: Media Sosial, Instagram, Keputusan Pembelian, Serum Kulit Berminyak ***** Instagram, as an information-sharing platform, now plays a vital role in shaping consumer preferences and purchase decisions, particularly in the beauty sector. This study aims to analyze the influence of Instagram on the purchase decision of the Power Bright Expert serum (brand X) for oily skin among students of the D4 Program in Cosmetics and Beauty Care at Universitas Negeri Jakarta, class of 2021–2024. This research employed a quantitative approach and a survey method with a cross-sectional design. The sampling technique used was saturated sampling, resulting in 42 respondents who met the research criteria based on a pre-survey. Data analysis was conducted statistically using SPSS version 29. The results showed that based on the t-test, Instagram has a significant effect on purchase decisions, with a significance value of <0.001, indicating that H₀ is rejected and Hₐ is accepted. The coefficient of determination (R²) was 0.719, meaning that 71.9% of the purchase decision was influenced by Instagram, while the remaining 28.1% was affected by other factors outside this study. Thus, it can be concluded that the higher the intensity of promotional content and the quality of interaction on Instagram, the higher the purchase decision of the Power Bright Expert serum (brand X) for oily skin. Keywords: Social Media, Instagram, Purchase Decision, Oily Skin Serum

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Eti Herawati, M.Si. ; 2). Dra. Lilis Jubaedah, M.Kes.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > D IV Kosmetik dan Perawatan Kecantikan
Depositing User:	Alfi Nisa Haerani .
Date Deposited:	04 Aug 2025 09:13
Last Modified:	04 Aug 2025 09:13
URI:	http://repository.unj.ac.id/id/eprint/57702

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