Pengaruh Video "Review Cushion Terbaru Luxcrime" di TikTok terhadap Minat Beli Masyarakat = The influence of a viral video "review cushion terbaru Luxcrime" on TikTok on people's purchase intention

Ginting, Airabella Amarissa (2024) Pengaruh Video "Review Cushion Terbaru Luxcrime" di TikTok terhadap Minat Beli Masyarakat = The influence of a viral video "review cushion terbaru Luxcrime" on TikTok on people's purchase intention. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di era teknologi, banyak brand yang sudah mulai masuk ke dunia digital marketing. Daripada melakukan marketing melalui majalah, koran, dan poster, sekarang sudah mulai masuk ke dunia digital, seperti melalui digital platform seperti social media, website, dan email. Brand – brand kosmetik Indonesia sudah mulai menggunakan social media sebagai platform untuk mempromosikan produknya. Untuk penelitian ini, brand yang akan diteliti adalah Luxcrime. Salah satu strategi dari video marketing Luxcrime adalah viral marketing, namun kerap mendapatkan perhatian yang kurang dibandingkan video marketing yang menggunakan strategi lain. Oleh karena itu, penulis ingin mencari tahu seberapa besar pengaruh salah satu video yang dianggap viral oleh peneliti, karena jumlah penonton mencapai lebih dari 700 ribu penonton, yaitu “Review Cushion Terbaru Luxcrime” di TikTok terhadap minat beli masyarakat. Penelitian ini menggunakan metode penelitian kuantitatif dengan teori komunikasi persuasif. Peneliti melakukan pengumpulan data dengan melakukan survey melalui penyebaran kuesioner menggunakan platform google form, serta melakukan pengumpulan data kepustakaan. Survey diisi oleh total 100 responden, yang memiliki kriteria menggunakan social media TikTok, gemar menggunakan make up, serta mengikuti akun Luxcrime (@luxcrime_id) di TikTok. Hasil penelitian menunjukkan bahwa video viral “Review Cushion Terbaru Luxcrime” memiliki pengaruh yang signifikan terhadap Minat Beli. / In the technological era, many brands have started to enter the world of digital marketing. Instead of marketing through magazines, newspapers and posters, brands are now starting to enter the digital world, such as through digital platforms such as social media, websites and email. Indonesian cosmetic brands have started using social media as a platform to promote their products. For this research, the brand that will be studied is Luxcrime. One of Luxcrime's video marketing strategies is viral marketing, but it often gets less attention than video marketing that uses other strategies. Therefore, the author wants to find out how much influence of one of the videos that was labelled as viral by the writer, because the video has reached more than 700 thousand viewers, named "Review Cushion Terbaru Luxcrime" on TikTok, has on people's purchase intention. This research uses quantitative research method using persuasive communication theory. Researcher collected data by conducting a survey by distributing questionnaires using the Google Form platform, as well as collecting library data. The survey was completed by a total of 100 respondents, who had criteria use social media TikTok, like to use make up, and follow the Luxcrime account (@luxcrime_id) on TikTok. The research results show that the viral video "Review Cushion Terbaru Luxcrime" has a significant influence on Purchase Intention.

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