Hubungan media sosial beauty influencer terhadap minat perempuan dalam membeli brand make over

Dewanto, Vondre Ladasha (2023) Hubungan media sosial beauty influencer terhadap minat perempuan dalam membeli brand make over. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era atau zaman sekarang, banyak merek atau brand lokal yang mempromosikan produk-produk mereka melalui media sosial seperti Instagram, Tiktok, dan Youtube karena dinilai sebagai metode yang efektif. Dengan menggunakan media sosial, mereka juga menggunakan jasa dari para beauty influencer untuk membicarakan mengenai produk-produk yang mereka keluarkan agar bisa dilihat oleh para konsumen dan penonton dari para beauty influencer dan mempunyai pasar yang luas. Salah satu merek lokal yang mengeluarkan produk riasan wajah adalah Make Over dari perusahaan PT. Paragon Technology and Innovation. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif Bertujuan untuk mencari tahu mengenai ada atau tidaknya hubungan antara media sosial beauty influencer dengan minat perempuan dalam membeli beauty product brand Make Over. Dengan menggunakan klasifikasi dari tiga tujuan umum influencer yaitu to inform, to persuade,dan to entertain. Pengumpulan data dilakukan melalui jurnal, e-book, internet, dan kuesioner dengan menggunakan Google Form yang dibagikan secara online. Data yang didapatkan dari kuesioner lalu diuji lagi kevalidasiannya dengan menggunakan rumus Product Moment Pearson menggunakan IBM SPSS Statistics 26. Hasil analisis dari data yang didapatkan adalah terdapat korelasi yang signifikan antara kegunaan media sosial beauty influencer dan minat perempuan dalam membeli brand make over. Korelasi tersebut bisa dilihat dari hasil uji korelasi menggunakan bivariate pearson dengan nilai yang didapatkan adalah 0,001 yang berarti nilai tersebut lebih kecil dibandingkan dengan 0,05 (0,001<0,05). Jadi, dapat disimpulkan bahwa terdapat hubungan antara beauty influencer media sosial dan minat perempuan dalam membeli brand Make Over. / In this current era, many local brands promote their products through social media such as instagram, tiktok, and youtube because they are consideres as an effective methods. By using social media, they also use beauty influencers help to talk about the products they released so that the consumers and audiences of beauty influencers can see the video and have a broad market. One of the local brands that realeases beauty products is Make Over from PT Paragon Technology and Innovation. This study uses a quantitative approach with a descriptive method. The aim is to find out whether is a relationship between social media beauty influencers and women’s desire to buy beauty product from Make Over. By using the classifications of the three general objectives of an influencers which is to inform, to persuade, and to entertain. The data was collected through journal, e-book, internet and a questionnaires using the google form which was distributed online. The data obtained from the questionnaire was then tested again for validity using the Pearson Product Moment formula using IBM SPSS Statistics 26. The results of the analysis of the data obtained are that there is a significance correlation between the role of social media beauty influencers and women’s desire to buy beauty product from the brand make over. This correlation can be seen from the results of the correlation test using bivariate pearsons with the value obtained is 0,001, which means that the value is smaller than 0,05 (0.001<0,05). It can be concluded that there is a relationship between social media beauty influencers and women’s interest in buying the Make Over Brand.

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