Pengaruh konten beauty vlogger Suhay Salim terhadap minat beli produk Some by Mi = The effect of Suhay Salim beauty vlogger content on some by mi product purchase intention

Sianipar, Anita Elizabeth (2021) Pengaruh konten beauty vlogger Suhay Salim terhadap minat beli produk Some by Mi = The effect of Suhay Salim beauty vlogger content on some by mi product purchase intention. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pengguna internet di Indonesia meningkat sebesar 8,9% pada tahun 2020, berdasarkan hasil survei tersebut mengakses konten media online salah satu kegiatan pengguna dalam mengakses internet. Youtube penyumbang terbesar sebagai platform media sosial yang paling sering diakses dengan presentasi mencapai 88%. Terdapat tiga produk yang diminati pengguna internet dalam berbelanja daring adalah produk kecantikan, rumah tangga, dan elektronik. Produk impor menguasai pasar kosmetik di Indonesia mencapai 50%, brand impor asal Korea Selatan termasuk produk terlaris satu-satunya di Indonesia adalah Some by Mi dengan 9000 ribu transaksi pada e-commerce terbesar di Indonesia seperti Shopee, Tokopedia dan Bukalapak. Hal ini memunculkan fenomena terhadap masyarakat Indonesia dengan tren mendapatkan wajah sehat ala Korea Selatan. Produk ini pun banyak diulas oleh beauty vlogger termuka di Indonesia, salah satunya yang menarik perhatian banyak penonton adalah Suhay Salim. Dengan menggunakan 89 responden, dilakukanlah penelitian mengetahui seberapa kuat hubungan dan seberapa besar pengaruh konten Suhay Salim terhadap minat beli produk Some by Mi. Dimana menghasilkan adanya korelasi yang tinggi antara kedua variabel, dan sebesar 59% konten beauty vlogger berpengaruh terhadap minat beli. Bagi peneliti, dapat menggunakan produk yang berbeda untuk melihat pengaruh sebuah konten beauty vlogger seperti sebuah brand lokal yang tren saat ini. / Internet users in Indonesia increased by 8.9% in 2020, based on the results of the survey accessing online media content one of the user's activities in accessing the internet. Youtube is the largest contributor as the most accessible social media platform with presentations reaching 88%. There are three products that internet users are interested in shopping online are beauty, household, and electronic products. Imported products dominate the cosmetics market in Indonesia reached 50%, imported brands from South Korea including the only best-selling products in Indonesia is Some by Mi with 9000 thousand transactions on the largest e-commerce in Indonesia such as Shopee, Tokopedia and Bukalapak. This gave rise to the phenomenon of Indonesian people with the trend of getting a healthy face in South Korea. This product is also widely reviewed by the most famous beauty vloggers in Indonesia, one of them that attracted the attention of many viewers was Suhay Salim. Using 89 respondents, a study found out how strong the relationship was and how much influence Suhay Salim's content had on the buying interest of Some by Mi products. Where it produces a high correlation between the two variables, and as much as 59% of beauty vlogger content affects buying interest. For researchers, it can use different products to see the influence of a beauty vlogger content like a local brand that is trending today.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Sianipar, Anita ElizabethNIM01045170042anita.natanael13@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorStefany, StellaNIDN0312088604stella.stefany@uph.edu
Uncontrolled Keywords: YouTube; Konten; Beauty Vlogger; Minat Beli
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Depositing User: Users 11422 not found.
Date Deposited: 06 Feb 2021 15:10
Last Modified: 22 Mar 2022 07:26
URI: http://repository.uph.edu/id/eprint/15610

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