PENGARUH KONTEN REVIEW DI INSTAGRAM TERHADAP KEPUTUSAN PEMILIHAN PERAWATAN FACIAL OXY JETPEEL PADA CALON PELANGGAN DI KLINIK ORISKIN

DWI NURJANAH, . (2026) PENGARUH KONTEN REVIEW DI INSTAGRAM TERHADAP KEPUTUSAN PEMILIHAN PERAWATAN FACIAL OXY JETPEEL PADA CALON PELANGGAN DI KLINIK ORISKIN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan media sosial telah mengubah perilaku konsumen dalam mengambil keputusan pembelian, termasuk di industri kecantikan yang terus berkembang pesat di Indonesia. Instagram menjadi salah satu media sosial yang banyak digunakan calon pelanggan untuk mencari informasi melalui konten review sebelum memilih perawatan kecantikan. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh konten review di Instagram terhadap keputusan pemilihan perawatan facial oxy JetPeel pada calon pelanggan di Klinik Oriskin. Metode yang digunakan adalah kuantitatif dengan pendekatan survei dan desain cross-sectional. Populasi penelitian adalah calon pelanggan Klinik Oriskin yang belum pernah menjalani perawatan facial oxy JetPeel namun telah menonton konten review, dengan sampel sebanyak 96 responden yang diambil menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa konten review di Instagram berpengaruh positif dan signifikan terhadap keputusan pemilihan perawatan, dengan persamaan regresi Y = 15,343 + 1,123X. Nilai R Square sebesar 0,872 menunjukkan bahwa 87,2% variasi keputusan pemilihan dapat dijelaskan oleh konten review, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Semakin informatif dan menarik konten review yang ditampilkan, semakin tinggi kecenderungan calon pelanggan untuk memilih perawatan tersebut. Penelitian ini merekomendasikan Klinik Oriskin untuk mengoptimalkan strategi pemasaran digital berbasis konten review guna mendorong keputusan pemilihan perawatan facial oxy JetPeel. Kata Kunci: Konten Review, Instagram, Keputusan Pemilihan, Facial Oxy JetPeel. ***** The development of social media has changed consumer behavior in making purchasing decisions, including in the beauty industry, which continues to grow rapidly in Indonesia. Instagram is one of the social media platforms widely used by prospective customers to seek information through review content before choosing a beauty treatment. This study aims to determine and analyze the influence of Instagram review content on the decision to choose the oxy JetPeel facial treatment among prospective customers at Klinik Oriskin. The method used was quantitative with a survey approach and cross-sectional design. The population consisted of prospective customers of Klinik Oriskin who had never undergone the oxy JetPeel facial treatment but had watched review content, with a sample of 96 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using SPSS 26. The results show that Instagram review content has a positive and significant influence on treatment selection decisions, with the regression equation Y = 15.343 + 1.123X. The R Square value of 0.872 indicates that 87.2% of the variation in selection decisions can be explained by review content, while the remainder is influenced by other factors outside this study. The more informative and appealing the review content displayed, the higher the tendency of prospective customers to choose the treatment. This study recommends that Klinik Oriskin optimize its digital marketing strategy based on review content to encourage treatment selection decisions. Keywords : Review Content, Instagram, Decision to Choose, Facial Oxy Jetpeel.

Item Type:	Thesis (Sarjana)
Additional Information:	1. dr. Elvyra Yulia, Sp.Ak 2. Dra. Lilis Jubaedah, M.Kes
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > D IV Kosmetik dan Perawatan Kecantikan
Depositing User:	Dwi Nurjanah .
Date Deposited:	14 Aug 2026 08:09
Last Modified:	14 Aug 2026 08:09
URI:	http://repository.unj.ac.id/id/eprint/70763

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