%0 Thesis
%9 S1
%A ZAHRA, CHUMAIRA
%A UNIVERSITAS SULTAN AGENG TIRTAYASA,
%A FAKULTAS ILMU SOSIAL DAN ILMU POLITIK,
%A JURUSAN ILMU KOMUNIKASI,
%B ILMU KOMUNIKASI
%D 2024
%F eprintuntirta:46024
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%K Beauty Vlogger, Consumptive Behavior, College Student, Beauty Products  Beauty Vlogger, Perilaku Konsumtif, Mahasiswi, Produk Kecantikan
%P 137
%T Pengaruh Tayangan Channel YouTube Jemima Livia Terhadap Perilaku Konsumtif Mahasiswi dalam menggunakan Produk Kecantikan (Studi Survei pada Mahasiswi UNTIRTA 2019)
%U https://eprints.untirta.ac.id/46024/
%X 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.
%Z 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.