Sorta Natasya, Hanna (2024) PENGARUH BRAND AMBASSADOR TASYA FARASYA PADA INSTAGRAM @MOP.BEAUTY TERHADAP PERILAKU KONSUMTIF DALAM PEMBELIAN PRODUK MOP BEAUTY. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The role of social media is no longer limited to a mere socialization function, but has developed into a tool with various benefits and uses. Instagram, as a popular platform, stands out in influencing consumer behavior, especially through use by famous individuals or brand ambassadors. As done by MOP Beauty. MOP Beauty is a beauty brand that utilizes brand ambassadors to market its products, for example by using Tasya Farasya as a brand ambassador. Based on this, this research aims to find out how much influence the Tasya Farasya brand ambassador has on consumer consumptive behavior in purchasing MOP Beauty products on Instagram @MOP.Beauty. This research uses the theory of Integrated Marketing Communications. By using a quantitative approach with an explanatory survey method, this research involved 100 respondents who were followers and buyers of MOP Beauty products. The results of the analysis show that the majority of respondents, 75.4%, indicated that the use of the Tasya Farasya brand ambassador had a significant influence on their consumer behavior, while the other 24.6% were influenced by other factors not examined in this research. The implications of these findings highlight the importance of marketing strategies via social media, especially in the beauty industry, and emphasize the important role of brand ambassadors in influencing consumer purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Peran media sosial tidak lagi terbatas pada fungsi sosialisasi semata, melainkan telah berkembang menjadi sarana dengan beragam manfaat dan kegunaan. Instagram, sebagai salah satu platform yang populer, menonjol dalam memengaruhi perilaku konsumtif, terutama melalui pemanfaatan oleh individu terkenal atau brand ambassador. Seperti yang dilakukan oleh MOP Beauty. MOP Beauty ialah sebuah merek kecantikan yang memanfaatkan penggunaan brand ambassador untuk melakukan pemasaran produknya, contohnya dengan menggunakan Tasya Farasya sebagai brand ambassador. Berdasarkan hal tersebut, maka penelitian ini memiliki tujuan untuk mengetahui seberapa besar pengaruh brand ambassador Tasya Farasya terhadap perilaku konsumtif konsumen dalam pembelian produk MOP Beauty pada Instagram @MOP.Beauty. Penelitian ini menggunakan teori Komunikasi Pemasaran Terpadu (Integrated Marketing Communications). Dengan penggunaan pendekatan kuantitatif dengan jenis metode survei eksplanatif, penelitian ini melibatkan 100 responden yang merupakan pengikut dan pembeli produk MOP Beauty. Hasil analisis menunjukkan bahwa sebagian besar responden 75,4% mengindikasikan bahwa penggunaan brand ambassador Tasya Farasya memiliki pengaruh yang signifikan terhadap perilaku konsumtif mereka, sedangkan 24,6% lainnya di pengaruhi oleh faktor lain yang tidak diteliti didalam penelitian ini. Implikasi temuan ini menyoroti pentingnya strategi pemasaran melalui media sosial, khususnya dalam industri kecantikan, serta menekankan peran penting brand ambassador dalam mempengaruhi keputusan pembelian konsumen. | |||||||||
| Uncontrolled Keywords: | Tasya Farasya, Brand Ambassador, Consumptive Behavior, IMC Theory Tasya Farasya, Brand Ambassador, Perilaku Konsumtif, Teori IMC. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Hanna Sorta Natasya | |||||||||
| Date Deposited: | 05 Sep 2024 12:39 | |||||||||
| Last Modified: | 05 Sep 2024 12:39 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/41047 |
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