Implikasi influencer Tasya Farasya di media sosial dalam perilaku impulsive buying produk kosmetik = Implications of influencer Tasya Farasya on social media in impulsive buying behavior of cosmetic products

Marlina, Sharon (2024) Implikasi influencer Tasya Farasya di media sosial dalam perilaku impulsive buying produk kosmetik = Implications of influencer Tasya Farasya on social media in impulsive buying behavior of cosmetic products. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (73kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (232kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (99kB) | Preview
Preview	Text (Chapter 1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (171kB) | Preview
	Text (Chapter 2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (328kB)
	Text (Chapter 3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (182kB)
	Text (Chapter 4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (345kB)
	Text (Chapter 5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (152kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (230kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (6MB)

Abstract

Setiap tahunnya industri kosmetik di Indonesia akan mengalami peningkatan, hal ini dikarenakan semakin banyak wanita di Indonesia yang mengerti dan menggunakan kosmetik. Seseorang yang dikenal oleh banyak orang pada industri kosmetik dan sering membuat konten dapat disebut sebagai beauty influencer. Beauty influencer merupakan orang-orang yang sering mempengaruhi pengikutnya tentang produk-produk kecantikan dan biasanya sering membuat konten tentang kecantikan/kosmetik. Fenomena influencer semakin berkembang dan semakin banyak influencer yang membuat ulasan tentang industri kosmetik. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian fenomenologi. Pengumpulan data yang dilakukan pada penelitian ini adalah dilakukan dengan data primer yaitu wawancara semi-terstruktur, peneliti melakukan wawancara dengan in-depth interview pada followers dari Tasya Farasya. Pada penelitian ini peneliti menemukan hasil bahwa endorsement yang dilakukan oleh Tasya Farasya memiliki pengaruh pada impulsive buying followersnya. Followers dari Tasya Farasya terpengaruh karena cara berbicara dari Tasya Farasya yang mudah untuk dimengerti, melakukan ulasan yang jujur dan terdapat promosi yang diberikan oleh brand untuk produk tersebut. Untuk meningkatkan penjualan, perusahaan perlu untuk memilih influencer dengan cara komunikasi yang baik seperti dengan menggunakan bahasa yang mudah dipahami oleh pengikutnya dan memiliki reputasi memberikan ulasan yang jujur. / Every year the cosmetics industry in Indonesia will increase, this is because more and more women in Indonesia understand and use cosmetics. Someone who is recognized by many people in the cosmetics industry and often creates content can be referred to as a beauty influencer. Beauty influencers are people who often influence their followers about beauty products and usually often create content about beauty/cosmetics. The influencer phenomenon is growing and more and more influencers are creating reviews about the cosmetics industry. This research uses a qualitative approach with phenomenological research methods. Data collection conducted in this study was carried out with primary data, namely semi-structured interviews, researchers conducted in-depth interviews with followers of Tasya Farasya. In this study, researchers found that the endorsement made by Tasya Farasya has an influence on the impulsive buying of her followers. Followers of Tasya Farasya are influenced because Tasya Farasya's way of speaking is easy to understand, she does honest reviews and there are promotions provided by brands for these products. To increase sales, companies need to choose influencers with good communication methods such as using language that is easy for followers to understand and have a reputation for giving honest reviews.

Actions (login required)

View Item