PERSEPSI MAKEUP ARTIST (MUA) TERHADAP SELEBGRAM DALAM PROMOSI PRODUK KOSMETIK MOTHER OF PEARL

SILFA DITA CHEFYTA, . (2025) PERSEPSI MAKEUP ARTIST (MUA) TERHADAP SELEBGRAM DALAM PROMOSI PRODUK KOSMETIK MOTHER OF PEARL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini memiliki tujuan untuk mendeskripsikan Persepsi Makeup Artist (MUA) terhadap Selebgram dalam Promosi Produk Kosmetik Mother Of Pearl. Selain itu, penelitian ini bertujuan untuk mendeskripsikan peran selebgram dalam membangun kepercayaan makeup artist terhadap kualitas produk kosmetik mother off pearl. Penelitian ini menggunakan pendekatan kualitatif dengan metode naratif. Subjek Penelitian terdiri dari lima orang informan dari Makeup Artist (MUA) serta 1 orang dosen koorprodi kosmetik dan perawatan kecantikan sebagai triangulasi. Pengumpulan data dilakukan dengan wawancara mendalam pada informan, observasi dilokasi penelitian, dan dokumentasi yang diperoleh dari informan dan serta dokumentasi secara langsung. Penelitian ini dilakukan di Bogor yang berlokasi Jl. Sentul City, Kecamatan Babakan Madang, Kabupaten Bogor, Jawa Barat, Indonesia, 16810. Penelitian ini dilaksanakan pada bulan Maret 2024 sampai dengan Juli 2024. Hasil penelitian ini menunjukkan bahwa selebgram memiliki peran yang signifikan dalam membentuk persepsi para Makeup Artist (MUA) sebagai konsumen aktif produk kosmetik Mother of pearl. Beberapa makeup artist (MUA) memandang selebgram dapat memengaruhi persepsi mereka terhadap produk tertentu. Namun, tidak semua informan langsung percaya terhadap kualitas produk hanya berdasarkan konten promosi di media sosial. Para makeup artist (MUA) merasakan adanya kedekatan emosional dan kepercayaan terhadap selebgram yang mereka ikuti, terutama karena interaksi aktif yang dilakukan melalui media sosial seperti menjawab pertanyaan pengikut, membuat sesi tanya jawab, hingga berbagi pengalaman pribadi dalam menggunakan produk. Herbert Blumer menjelaskan bahwa tindakan manusia tidak semata-mata dipicu oleh stimulus luar, melainkan berdasarkan makna yang muncul dari proses interaksi sosial. Bentuk komunikasi ini dinilai mampu meningkatkan keyakinan dan mendorong keputusan pembelian, karena promosi terasa lebih personal dan meyakinkan. Selebgram berperan sebagai salah satu media promosi digital yang memiliki potensi dalam menjangkau konsumen, namun pengaruhnya terhadap keputusan pembelian masih bergantung pada persepsi dan pengalaman individu, outterutama di kalangan pelaku industri kecantikan profesional seperti para makeup artist (MUA). Herbert Blumer menjelaskan bahwa tindakan manusia tidak semata-mata dipicu oleh stimulus luar, melainkan berdasarkan makna yang muncul dari proses interaksi sosial. ***** This study aims to describe the Makeup Artist (MUA) Perception of Celebrities in Promoting Mother Of Pearl Cosmetic Products. In addition, this study aims to describe the role of celebrities in building makeup artist trust in the quality of mother of pearl cosmetic products. This study uses a qualitative approach with a descriptive method. The research subjects consisted of five informants from Makeup Artists (MUA) and 1 coordinating lecturer for cosmetics and beauty care as triangulation. Data collection was carried out through in-depth interviews with informants, observations at the research location, and documentation obtained from informants and direct documentation. This research was conducted in Bogor, located on Jl. Sentul City, Babakan Madang District, Bogor Regency, West Java, Indonesia, 16810. This study was conducted from March 2024 to July 2024. The results of this study indicate that Instagram celebrities play a significant role in shaping the perceptions of Makeup Artists (MUAs) as active consumers of Mother of Pearl cosmetic products. Some makeup artists (MUAs) view Instagram celebrities as being able to influence their perceptions of certain products. However, not all informants immediately believe in product quality based solely on promotional content on social media. Makeup artists (MUAs) feel an emotional closeness and trust towards the Instagram celebrities they follow, mainly due to active interactions conducted through social media such as answering followers' questions, holding Q&A sessions, and sharing personal experiences in using the products. Herbert Blumer explains that human actions are not solely triggered by external stimuli, but are based on meanings that emerge from the process of social interaction. This form of communication is considered capable of increasing self-confidence and encouraging purchasing decisions, because promotions feel more personal and convincing. Instagram celebrities act as a digital promotional medium that has the potential to reach consumers, but their influence on purchasing decisions still depends on individual perceptions and experiences, especially among professional beauty industry players such as makeup artists (MUAs). Herbert Blumer explains that human actions are not solely triggered by external stimuli, but are based on meanings that emerge from the process of social interaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Dr. Ikhlasiah Dalimoenthe, M.Si ; 2. Prof. Dr. Evy Clara, M.Si
Subjects:	Ilmu Sosial > Sosiologi Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Sosiologi
Depositing User:	Silfa Dita Chefyta .
Date Deposited:	06 Aug 2025 03:10
Last Modified:	06 Aug 2025 03:10
URI:	http://repository.unj.ac.id/id/eprint/58235

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