RATNA, ALYSIA (2024) Pengaruh Kredibilitas Tasya Farasya Terhadap Minat Beli Produk. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Social media is one of the evidence technologycal development in the world, one of them is social media Youtube. Youtube becomes the most popular social media for Indonesian people in 2021, one of the content is video blogs or vlogs about beauty. Tasya Farasya uses Youtube to create a beauty vlog, and uses the platform itself to provide information and reviews about beauty product, and build her credibility in the public as a beauty vlogger. Her information and reviews provided by Tasya farasya has a potential to arouse interest in the products she reviews and has possibility to influence purchase intention in product. The problem in this study is how Tasya Farasya’s Credibility affects the intention on buying products. The theory of this thesis is uses the Source Credibility Theory as theoritical basis. This study uses quantitative-explanative research methodology. The research uses a questionnaire survey method with a population of 4.200.000 from Tasya Farasya’s Youtube Subscribers, and a sample of 100 respondents. The presentation result of the variable X (the impact of Tasya Farasya credibility) was 85% which is Very Good criteria. The presentation result of the variable Y (purchase intention) was 79% which is Good criteria. The result of the determination coefficient showed that the impact of Tasya Farasya credibility is 54% which is the impact of Tasya Farasya credibility was quite good, and the remaining 46% was influenced by other factors. And then the result of t test and the result of f test with siginificance 0,000 <0,05 which means H0 is rejected and H1 is accepted.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Media sosial merupakan salah satu bukti perkembangan teknologi yang ada di dunia, salah satunya adalah media sosial Youtube. Youtube menjadi media sosial yang terpopuler untuk masyarakat Indonesia pada tahun 2021, salah satunya pada konten video blog atau vlog tentang kecantikan. Tasya Farasya memanfaatkan Youtube untuk membuat vlog kecantikan, dan menggunakan platform tersebut untuk memberikan informasi dan ulasan mengenai produk-produk kecantikan, serta membangun kredibilitas dirinya di masyarakat sebagai beauty vlogger. Informasi dan ulasan yang diberikan oleh Tasya Farasya tersebut memiliki potensi untuk menimbulkan ketertarikan terhadap produk-produk yang diulasnya dan memiliki kemungkinan untuk memengaruhi minat beli terhadap produk. Rumusan masalah dalam penelitian ini yaitu Bagaimana pengaruh kredibilitas Tasya Farasya terhadap minat beli produk. Landasan teori dalam penelitian ini adalah Teori Kredibilitas Sumber. Penelitian ini menggunakan metodologi penelitian kuantitatif-eksplanatif. Penelitian ini menggunakan metode survey kuesioner dengan populasi sebanyak 4.200.000 dari subscribers Youtube Tasya Farasya dan sampel sebanyak 100 responden. Hasil presentase dari variabel X (pengaruh kredibilitas Tasya Farasya) sebesar 85% dengan kriteria Sangat Baik. Hasil presentase dari variabel Y (minat beli) sebesar 79% dengan kriteria Baik. Hasil uji koefisien determinasi menunjukan bahwa pengaruh kredibilitas Tasya Farasya sebesar 54% yang memiliki pengaruh cukup baik, dan 46% sisanya dipengaruhi oleh faktor lain. Kemudian uji t dan uji f dengan signifikansi 0,000 <0,05 yang artinya H0 ditolak dan H1 diterima. | |||||||||
| Uncontrolled Keywords: | Credibility, Tasya Farasya, Source Credibility Theory, Product Purchase Intention. Kredibilitas, Tasya Farasya, Teori Kredibilitas Sumber, Minat Beli Produk | |||||||||
| Subjects: | Communication > Public Relations Science | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Alysia Ratna | |||||||||
| Date Deposited: | 11 Jul 2024 10:02 | |||||||||
| Last Modified: | 11 Jul 2024 10:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37418 |
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