SAFIRA MUTIA IHSANI, . (2025) EFEKTIVITAS PENGGUNAAN BEAUTY INFLUENCER TASYA FARASYA PADA PRODUK MAKE OVER DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui efektivitas penggunaan beauty influencer Tasya Farasya pada produk Make Over di DKI Jakarta. Penelitian ini menggunakan metode kuantitatif dengan menggunakan pendekatan survei kuesioner, dengan memanfaatkan model TEARS (Trustworthiness, Expertise, Attractiveness, Respect, and Similarity), penelitian ini menilai sejauh mana dimensi-dimensi tersebut berpengaruh terhadap persepsi audiens dan keputusan pembelian produk Make Over. Data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden yang mengetahui atau mengikuti Tasya Farasya di media sosial dan pernah melihat video endorsement Make Over pada media sosial Tasya Farasya. Hasil analisis menunjukkan bahwa Tasya Farasya dinilai sangat efektif dalam mempromosikan produk, dengan skor rata-rata TEARS sebesar 4,334, yang masuk dalam kategori “Sangat Efektif”. Penelitian ini memberikan wawasan penting bagi perusahaan kosmetik dalam memilih influencer yang tepat untuk strategi pemasaran digital mereka, dengan menekankan pentingnya kredibilitas, keahlian, dan kesamaan nilai antara influencer dan audiens. Hasil penelitian ini diharapkan dapat digunakan oleh pelaku usaha untuk mengoptimalkan pengaruh influencer dalam membangun kesadaran merek dan mempengaruhi keputusan pembelian konsumen. ***** This study aims to determine the effectiveness of the use of beauty influencer Tasya Farasya on Make Over products in DKI Jakarta. This study uses a quantitative method using a questionnaire survey approach, using the TEARS (Trustworthiness, Expertise, Attractiveness, Respect, and Similarity) model, this study assesses the extent to which these dimensions affect audience perception and purchase decisions of Make Over products. The data was collected through a questionnaire distributed to 100 respondents who knew or followed Tasya Farasya on social media and had seen the Make Over endorsement video on Tasya Farasya's social media. The results of the analysis showed that Tasya Farasya was considered very effective in promoting products, with an average TEARS score of 4.334, which was included in the category of "Very Effective". This research provides important insights for cosmetics companies in choosing the right influencers for their digital marketing strategies, by emphasizing the importance of credibility, expertise, and the same value between influencers and audiences. The results of this research are expected to be used by business actors to optimize the influence of influencers in building brand awareness and influencing consumer purchasing decisions.
| Item Type: | Thesis (Sarjana) |
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| Additional Information: | 1). Andi Muhammad Sadat, S.E., M.Si., Ph.D. 2). Meta Bara Berutu, S.E., M.M. |
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | FE > D IV Pemasaran Digital |
| Depositing User: | Safira Mutia Ihsani . |
| Date Deposited: | 13 Aug 2025 07:16 |
| Last Modified: | 13 Aug 2025 07:16 |
| URI: | http://repository.unj.ac.id/id/eprint/60229 |
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