Pengaruh Tayangan Channel YouTube Jemima Livia Terhadap Perilaku Konsumtif Mahasiswi dalam menggunakan Produk Kecantikan (Studi Survei pada Mahasiswi UNTIRTA 2019)

ZAHRA, CHUMAIRA (2024) Pengaruh Tayangan Channel YouTube Jemima Livia Terhadap Perilaku Konsumtif Mahasiswi dalam menggunakan Produk Kecantikan (Studi Survei pada Mahasiswi UNTIRTA 2019). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

In the digital era, access to beauty product information, including reviews on social media, is getting easier. Jemima Livia, a beauty vlogger, plays an important role in influencing consumer decisions through her content that is considered credible. However, her product recommendations can also encourage consumptive behavior. This study aims to measure the influence of Jemima's credibility on the consumptive behavior of Communication Science students of Sultan Ageng Tirtayasa University class of 2019. With a quantitative approach and involving 46 respondents, the results showed that Jemima's credibility reached 80.29%, while the consumptive level of female students was 71.28%. The relationship between the two is classified as strong, with a correlation coefficient of 0.659, which shows that increasing credibility is in line with increasing consumptive behavior. Jemima's credibility contributes 43.4% to consumptive behavior, while the rest is influenced by other factors.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	AFRILLA FRAMANIK, NANIEK	197704032003122001
Thesis advisor	MUJTABA, BURHANUDDIN	197504052008121001

Additional Information:

Di era digital, akses terhadap informasi produk kecantikan, termasuk ulasan di media sosial, semakin mudah. Jemima Livia, seorang beauty vlogger, berperan penting dalam memengaruhi keputusan konsumen melalui kontennya yang dianggap kredibel. Namun, rekomendasi produknya juga dapat mendorong perilaku konsumtif. Penelitian ini bertujuan mengukur pengaruh kredibilitas Jemima terhadap perilaku konsumtif mahasiswi Ilmu Komunikasi Universitas Sultan Ageng Tirtayasa angkatan 2019. Dengan pendekatan kuantitatif dan melibatkan 46 responden, hasil menunjukkan kredibilitas Jemima mencapai 80,29%, sedangkan tingkat konsumtif mahasiswi sebesar 71,28%. Hubungan keduanya tergolong kuat, dengan koefisien korelasi 0,659, yang menunjukkan bahwa peningkatan kredibilitas sejalan dengan peningkatan perilaku konsumtif. Kredibilitas Jemima berkontribusi sebesar 43,4% terhadap perilaku konsumtif, sementara sisanya dipengaruhi oleh faktor lain.

Uncontrolled Keywords:

Beauty Vlogger, Consumptive Behavior, College Student, Beauty Products Beauty Vlogger, Perilaku Konsumtif, Mahasiswi, Produk Kecantikan

Subjects:

Communication > Public Relations Science
Communication > Communication (General)

Divisions:

06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi

Depositing User:

Mrs Chumaira Zahra

Date Deposited:

20 Feb 2025 02:22

Last Modified:

20 Feb 2025 02:22

URI:

http://eprints.untirta.ac.id/id/eprint/46024

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