Pengaruh user generated content hyalucera moisturizer the originote terhadap brand image produk pada followers tiktok @theoriginote

Valencia, Valencia (2024) Pengaruh user generated content hyalucera moisturizer the originote terhadap brand image produk pada followers tiktok @theoriginote. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (171kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (217kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (300kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (9MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (456kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (872kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (294kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (283kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (15MB)

Abstract

Perkembangan teknologi telah mendorong khalayak untuk menjadi aktif melalui user generated content. Tiktok sebagai media sosial yang bersifat user generated content dapat dimanfaatkan untuk membangun suatu brand. Salah satunya adalah The Originote yang dalam jangka waktu satu tahun telah berhasil mendapatkan penghargaan ‘Brand Choice Award’ untuk produk Hyalucera Moisturizer. Selain itu, The Originote memiliki followers sebanyak 1,8 juta di TikTok. Hal inilah yang menunjukkan bahwa citra The Originote sudah mulai terbentuk. Teori yang digunakan dalam penelitian ini adalah computer-mediated communication. Maka dari itu, penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh user generated content Hyalucera Moisturizer The Originote terhadap brand image produk pada followers TikTok @theoriginote. Penelitian ini menggunakan pendekatan kuantitatif melalui survei. Sampel yang digunakan adalah sebesar 100 responden yang ditarik dengan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner kepada followers TikTok @theoriginote. Kemudian, data yang diperoleh diolah menggunakan regresi linier sederhana. Hasil penelitian ini menunjukkan user generated content Hyalucera Moisturizer The Originote memiliki pengaruh yang positif dan signifikan sebesar 51% terhadap brand image produk pada followers TikTok @theoriginote, dilihat dari setiap penambahan nilai user generated content Hyalucera Moisturizer The Originote sebanyak 1%, maka nilai brand image produk pada followers TikTok @theoriginote bertambah sebanyak 0,769. / The development of information encourages audiences to become active through user generated content. TikTok, as a social media platform based on user generated content can be utilized to build a brand. Within one year, The Originote has succeeded in receiving the prestigious 'Brand Choice Award' for its product, Hyalucera Moisturizer and has a high follower count of 1,8 million on TikTok. This indicated that The Originote’s image is starting to take shape. Computer-mediated communication theory is employed in this research. Therefore, this study is conducted to find out the influence of user generated content of The Originote’s Hyalucera Moisturizer on the product’s brand image among @theoriginote’s TikTok followers. This research uses quantitative approach with surveys as a research method. The sample in this study are 100 respondents, chosen using purposive sampling technique. Data is collected by distributing questionnaires to @theoriginote’s TikTok followers. The collected data is analyzed using simple linear regression. This research confirms a 51% positive and significant impact of user generated content of The Originote’s Hyalucera Moisturizer on the product’s brand image among TikTok followers @theoriginote. Each 1% increase in user generated content value results in a 0,769 increase in the product’s brand image among @theoriginote TikTok followers.

Actions (login required)

View Item