LIA LAELLIYAH ZAENY, . (2025) HUBUNGAN MEDIA SOSIAL INSTAGRAM DENGAN MINAT KONSUMEN MENGGUNAKAN JASA HAIR STYLIST MAHASISWA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Perkembangan teknologi informasi, khususnya media sosial seperti Instagram, telah mengubah cara promosi jasa di era digital. Instagram menjadi sarana efektif dalam menampilkan portofolio dan membangun interaksi dengan konsumen. Namun, belum banyak penelitian yang menyoroti bagaimana penggunaannya memengaruhi minat konsumen terhadap jasa hairstylist mahasiswa. Oleh karena itu, penelitian ini bertujuan untuk mengetahui hubungan antara penggunaan media sosial Instagram dengan minat konsumen dalam menggunakan jasa hairstylist mahasiswa. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling, melibatkan 100 responden followers akun Instagram @hairdobyviolet. Pengumpulan data dilakukan melalui kuesioner online. Analisis data menggunakan uji normalitas, uji linearitas, dan uji korelasi Pearson Product Moment untuk mengetahui hubungan antara penggunaan Instagram dengan minat konsumen. Hasil penelitian menunjukkan bahwa uji normalitas memperoleh nilai signifikansi variabel X sebesar 0,181 dengan variabel Y sebesar 0,087, sehingga data dinyatakan berdistribusi normal. Uji linearitas menunjukkan nilai signifikansi sebesar 0,985 yang berarti hubungan antara variabel X dengan Y bersifat linear. Uji korelasi Pearson sebesar 0,816 menunjukkan hubungan sangat kuat antara penggunaan Instagram dengan minat konsumen menggunakan jasa hairstylist mahasiswa. Hal ini ditunjukkan oleh nilai korelasi sebesar 0,816. Aspek komunikasi, koneksi , konten, serta kolaborasi yang dibangun melalui Instagram berperan penting dalam membentuk minat dengan keputusan konsumen menggunakan jasa penataan rambut. ***** The development of information technology, especially social media such as Instagram, has changed the way services are promoted in the digital era. Instagram has become an effective tool for showcasing portfolios and building interactions with consumers. However, there are not many studies that highlight how its use influences consumer interest in student hairstylist services. Therefore, this study aims to determine the relationship between Instagram social media usage and consumer interest in using student hairstylist services. This study used a quantitative method with a purposive sampling technique, involving 100 respondents who were followers of the Instagram account @hairdobyviolet. Data collection was conducted through an online questionnaire. Data analysis used a normality test, a linearity test, and a Pearson Product Moment correlation test to determine the relationship between Instagram usage and consumer interest. The results showed that the normality test obtained a significance value of 0.181 for variable X with 0.087 for variable Y, so the data were declared normally distributed. The linearity test showed a significance value of 0.985, which means the relationship between variables X and Y is linear. The Pearson correlation test of 0.816 indicates a very strong relationship between Instagram usage and consumer interest in using student hairstylist services. This is demonstrated by a correlation value of 0.816. Communication, information access, content, and interactions built through Instagram play a significant role in shaping consumer interest and decisions to use hairdressing services.
| Item Type: | Thesis (Sarjana) |
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| Additional Information: | 1. Dra. Mari Okatini A. M.K.M ; 2. Prof. Dr. Neneng Siti Silfi A. S.Si, Apt, M.Si |
| Subjects: | Tata Rias > Tata Rias (Makeup) |
| Divisions: | FT > D IV Kosmetik dan Perawatan Kecantikan |
| Depositing User: | Lia Laelliyah Zaeny . |
| Date Deposited: | 14 Aug 2025 02:39 |
| Last Modified: | 14 Aug 2025 02:39 |
| URI: | http://repository.unj.ac.id/id/eprint/60887 |
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