Kamila, Tasya (2025) PENGARUH REVIEW INFLUENCER TASYA FARASYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK HANASUI. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Social media has spawned a new phenomenon in digital marketing, one of which is influencers. Tasya Farasya, as one of the beauty influencers in Indonesia, often provides reviews or assessments of beauty products, including local cosmetics such as Hanasui. Influencers play a role in digital marketing as communicators who are deemed credible by their audience, thus having the ability to influence consumer purchase decisions. This study aims to determine the extent to which Tasya Farasya's influencer reviews on social media affect purchasing decisions for Hanasui cosmetic products. The theory used in this research is source credibility by Hovland, which includes trustworthiness, expertise, and attractiveness. The approach used in this study is quantitative with a survey method. Data were collected through questionnaires distributed to communication science students at Untirta using simple random sampling to 87 respondents. The results of the t-test show that the calculated t value of 8.504 > the table t value of 1.663, so it can be concluded that H0 is rejected and Ha is accepted. This means that there is an influence of the influencer review of Tasya Farasya on the purchasing decisions of Hanasui products by Communication Science students at Untirta. The coefficient of determination table shows an R square of 46%, meaning that the influence of the variable of Tasya Farasya's influencer review on the purchasing decisions of Hanasui products is 46%, while 54% is influenced by other factors not studied in this research such as price, promotion.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Media sosial melahirkan fenomena baru dalam pemasaran digital, salah satunya influencer. Tasya Farasya, sebagai salah satu beauty influencer di Indonesia, sering memberikan ulasan atau review produk-produk kecantikan, termasuk kosmetik lokal seperti Hanasui. Influencer berperan dalam pemasaran digital sebagai komunikator yang dinilai kredibel oleh audiens, sehingga mampu memberikan pengaruh terhadap keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui seberapa pengaruh review influencer Tasya Farasya di media sosial terhadap keputusan pembelian produk kosmetik Hanasui. Teori yang digunakan dalam penelitian ini adalah kredibilitas sumber oleh Hovland, yaitu kepercayaan, keahlian, dan daya tarik. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada mahasiswi Ilmu Komunikasi Untirta dengan teknik simple random sampling kepada 87 responden. Hasil uji t menunjukkan bahwa, nilai t hitung sebesar 8.504 > t tabel sebesar 1.663, jadi dapat disimpulkan H0 ditolak dan Ha diterima. Artinya terdapat pengaruh antara review influencer Tasya Farasya terhadap keputusan pembelian produk hanasui mahasiswi Ilmu Komunikasi Untirta. Dari tabel koefisien determinasi menunjukkan R square sebesar 46%, artinya besarnya pengaruh variabel review influencer Tasya Farasya terhadap keputusan pembelian produk hanasui sebesar 46% dan 54% lagi dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini seperti harga, promosi. | ||||||
| Uncontrolled Keywords: | Hanasui, Influencer, Purchase Decision, Source Credibility Hanasui, Influencer, Keputusan Pembelian, Kredibilitas Sumber | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| 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: | Tasya Kamila | ||||||
| Date Deposited: | 08 Sep 2025 03:52 | ||||||
| Last Modified: | 08 Sep 2025 03:52 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53672 |
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