eprintid: 49668
rev_number: 36
eprint_status: archive
userid: 12587
dir: disk0/00/04/96/68
datestamp: 2025-06-18 07:57:01
lastmod: 2025-06-18 07:57:01
status_changed: 2025-06-18 07:57:01
type: thesis
metadata_visibility: show
creators_name: WIDYASTUTI, WIDYASTUTI
creators_id: 6662200089
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: WAHYUNI, ISTI NURSIH
contributors_id: 197508102005012001
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
corp_creators: JURUSAN ILMU KOMUNIKASI
title: PENGARUH ONLINE CUSTOMER REVIEW DAN INFLUENCER MARKETING PRODUK SKINCARE BRAND SOMETHINC PADA APLIKASI SHOPEE TERHADAP MINAT BELI MAHASISWA AKTIF UNTIRTA
ispublished: pub
subjects: communication-general
divisions: FISIP
divisions: FISIP_CD
full_text_status: restricted
keywords: Online Customer Review, Influencer Marketing, Purchase Intention,
Shopee, Somethinc.
Online Customer Review, Influencer Marketing, Minat Beli,
Shopee, Somethinc.
note: Digitalisasi dan kemajuan internet telah mengubah pola interaksi konsumen dengan merek, khususnya dalam industri kecantikan. Penelitian ini bertujuan untuk menganalisis pengaruh online customer review (OCR) dan influencer marketing terhadap minat beli mahasiswa aktif Universitas Sultan Ageng Tirtayasa (UNTIRTA) terhadap produk Somethinc di platform Shopee. Dengan pendekatan kuantitatif, data diperoleh melalui survei terhadap 394 responden yang dipilih menggunakan metode simple random sampling. Variabel penelitian meliputi OCR dan influencer marketing sebagai variabel independen, serta minat beli sebagai variabel dependen. Hasil penelitian menunjukkan bahwa OCR dan influencer marketing memiliki pengaruh signifikan, baik secara parsial maupun simultan, terhadap minat beli mahasiswa. Temuan ini memperkuat relevansi strategi pemasaran digital dalam meningkatkan daya tarik dan konversi produk di kalangan generasi muda. Penelitian ini diharapkan memberikan kontribusi praktis bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif serta menjadi referensi bagi penelitian selanjutnya.
abstract: Digitalization and advancements in the internet have transformed consumer
interactions with brands, particularrly in the beauty industry. This study aims to
analyze the influence of online customer reviews (OCR) and influencer marketing
on the purchase intention of active students at Sultan Ageng Tirtayasa University
(UNTIRTA) toward Somethinc skincare products on the Shopee platform. Using a
quantitative approach, data was collected through a survey involving 394
respondents selected using the simple random sampling method. The research
variables include OCR and influencer marketing as independent variables and
purchase intention as the dependent variable. The findings indicate that OCR and
influencer marketing significantly influence purchase intention, both partially and
simultaneously. This study emphasizes the importance of digital marketing
strategies in enhancing product appeal and conversion among young consumers.
The results are expected to provide practical insights for businesses in designing
more effective marketing strategies and serve as a reference for future research.
date: 2025
date_type: published
pages: 163
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: ILMU KOMUNIKASI
thesis_type: sarjana
thesis_name: sarjana
citation:   WIDYASTUTI, WIDYASTUTI  (2025) PENGARUH ONLINE CUSTOMER REVIEW DAN INFLUENCER MARKETING PRODUK SKINCARE BRAND SOMETHINC PADA APLIKASI SHOPEE TERHADAP MINAT BELI MAHASISWA AKTIF UNTIRTA.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/49668/17/6662200089_Widyastuti_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/49668/18/6662200089_Widyastuti_01.pdf
document_url: https://eprints.untirta.ac.id/49668/3/Widyastuti_6662200089_02.pdf
document_url: https://eprints.untirta.ac.id/49668/4/Widyastuti_6662200089_03.pdf
document_url: https://eprints.untirta.ac.id/49668/5/Widyastuti_6662200089_04.pdf
document_url: https://eprints.untirta.ac.id/49668/6/Widyastuti_6662200089_05.pdf
document_url: https://eprints.untirta.ac.id/49668/7/Widyastuti_6662200089_Ref.pdf
document_url: https://eprints.untirta.ac.id/49668/8/Widyastuti_6662200089_Lamp.pdf