FADIATUL MAOLA, NADYA (2023) PENGARUH ELECTRONIC WORD OF MOUTH OLEH KONTEN REVIEW BEAUTY VLOGGER TERHADAP MINAT BELI PRODUK AVOSKIN (SURVEI PADA MAHASISWI DI JAKARTA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The use of skincare to maintain healthy skin is something that someone pays attention to in order to get the best appearance. Information about skincare products can be obtained from the experience of other users through electronic word of mouth on beauty vlogger review content on Youtube. Therefore, this study aims to analyze the influence of electronic word of mouth by beauty vlogger review content on buying interest in Avoskin skincare products. The research method used is quantitative. The population of this study was female students in Jakarta. The sampling technique uses the probability sampling method with a simple random sampling technique and obtained a sample of 100 respondents from the use of the Taro Yamane formula. Hypothesis testing using linear regression analysis using the help of SPSS 21. Based on the results of the study, an R Square value of 0.299 was obtained. This value shows that the electronic word of mouth variable by beauty vlogger review content has an effect of 29.9% on the variable of interest in buying Avoskin skincare products and 70.1% is influenced by other variables that were not studied in this study. Then from the results of the t test, the calculated value (6,461) > t table (1,660) was obtained, then, H0 was rejected and Ha was accepted which means that there is an influence of electronic word of mouth by beauty vlogger review content on the interest in buying Avoskin skincare products.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penggunaan skincare untuk menjaga kesehatan kulit menjadi hal yang sangat diperhatikan seseorang agar mendapatkan penampilan terbaik. Informasi mengenai produk skincare dapat diperoleh dari pengalaman pengguna lain melalui electronic word of mouth pada konten review beauty vlogger di Youtube. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth oleh konten review beauty vlogger terhadap minat beli produk skincare Avoskin. Metode penelitian yang digunakan yaitu kuantitatif. Populasi penelitian ini adalah mahasiswi di Jakarta. Teknik pengambilan sampel menggunakan metode probability sampling dengan teknik simple random sampling dan didapatkan jumlah sampel sebanyak 100 responden dari penggunaan rumus Taro Yamane. Pengujian hipotesis menggunakan analisis regresi linear dengan menggunakan bantuan SPSS 21. Berdasarkan hasil penelitian, didapatkan nilai R Square 0,299. Nilai tersebut menunjukkan bahwa variabel electronic word of mouth oleh konten review beauty vlogger berpengaruh sebesar 29,9% terhadap variabel minat beli produk skincare Avoskin dan 70,1% dipengaruhi oleh variabel lain yang tidak diteliti pada penelitian ini. Kemudian dari hasil uji t, didapatkan nilai thitung (6,461) > ttabel (1,660) maka, H0 ditolak dan Ha diterima yang artinya terdapat pengaruh electronic word of mouth oleh konten review beauty vlogger terhadap minat beli produk skincare Avoskin. | |||||||||
| Uncontrolled Keywords: | Electronic Word Of Mouth, Content Review, Beauty Vlogger, Buying Interest, Avoskin Skincare Products. Electronic Word Of Mouth, Konten Review, Beauty Vlogger, Minat Beli, Produk Skincare Avoskin | |||||||||
| 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: | Ms Nadya Fadiatul Maola | |||||||||
| Date Deposited: | 22 Sep 2023 14:46 | |||||||||
| Last Modified: | 22 Sep 2023 14:46 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29847 |
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