Alya Sasmi Lukmana, - and Deni Darmawan, - and Welsi Damayanti, - (2025) PENGARUH PAPARAN PESAN ULASAN DARING TERHADAP PEMENUHAN KEBUTUHAN INFORMASI PRODUK FASHION AND BEAUTY: Studi Korelasional pada Pengikut Akun X @ohmy_beautybank. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Perkembangan industri fashion and beauty yang dinamis mendorong tingginya kebutuhan masyarakat akan informasi produk terkait. Tren yang terus berubah dan tingginya angka penjualan membuat masyarakat semakin aktif mencari informasi terkini yang relevan dengan kebutuhan mereka. Di era digital, ulasan daring di media sosial menjadi salah satu sumber utama yang diandalkan untuk memenuhi kebutuhan informasi tersebut. Penelitian ini meneliti akun X @ohmy_beautybank, yaitu akun yang menyajikan berbagai ulasan daring seputar produk fashion and beauty dari perspektif pengikut akun. Tujuan penelitian ini adalah mengetahui pengaruh paparan pesan ulasan daring di akun X @ohmy_beautybank terhadap pemenuhan kebutuhan informasi pengikut akun tersebut. Teori Uses and Gratifications digunakan sebagai landasan untuk mengetahui sejauh mana paparan pesan ulasan daring dapat membantu memenuhi kebutuhan informasi pengikut. Penelitian ini dilakukan dengan metode kuantitatif korelasional dan melibatkan 400 responden yang dipilih menggunakan teknik purposive sampling. Hasil uji regresi menunjukkan bahwa paparan pesan ulasan daring berpengaruh signifikan terhadap pemenuhan kebutuhan informasi produk fashion and beauty. Temuan ini menunjukkan bahwa ulasan daring di media sosial memiliki peran penting dalam membantu pengikut memperoleh informasi mengenai produk fashion and beauty yang terus berkembang sesuai dengan kebutuhan mereka. Dengan demikian, keberadaan ulasan daring dapat dipahami sebagai salah satu faktor yang berkontribusi dalam proses pemenuhan kebutuhan informasi masyarakat. The dynamic development of the fashion and beauty industry has driven the increasing need for people to obtain information related to these products. Constantly changing trends and high sales figures encourage the public to actively seek up-to-date information relevant to their needs. In the digital era, online reviews on social media have become one of the main sources relied upon to fulfill this informational need. This study examines the X account @ohmy_beautybank, an account that presents various online reviews on fashion and beauty products from the perspective of its followers. The purpose of this research is to determine the influence of exposure to online review messages on the @ohmy_beautybank account toward fulfilling the informational needs of its followers. The Uses and Gratifications Theory is employed as a framework to analyze the extent to which exposure to online review messages can help satisfy followers’ informational needs. This research was conducted using a quantitative correlational method involving 400 respondents selected through purposive sampling. The regression test results indicate that exposure to online review messages significantly influences the fulfillment of informational needs regarding fashion and beauty products. These findings suggest that online reviews on social media play an important role in helping followers obtain information about the continuously developing fashion and beauty products according to their needs. Thus, the presence of online reviews can be understood as one of the contributing factors in the process of fulfilling people’s informational needs.
![[thumbnail of S_IKOM_2100765_Title.pdf]](http://repository.upi.edu/style/images/fileicons/text.png "S_IKOM_2100765_Title.pdf") |
Text
S_IKOM_2100765_Title.pdf Download (2MB) |
|
Text
S_IKOM_2100765_Chapter1.pdf Download (272kB) |
|
Text
S_IKOM_2100765_Chapter2.pdf Restricted to Staf Perpustakaan Download (578kB) |
|
Text
S_IKOM_2100765_Chapter3.pdf Download (459kB) |
|
Text
S_IKOM_2100765_Chapter4.pdf Restricted to Staf Perpustakaan Download (589kB) |
|
Text
S_IKOM_2100765_Chapter5.pdf Download (252kB) |
|
Text
S_IKOM_2100765_Appendix.pdf Restricted to Staf Perpustakaan Download (2MB) |
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=8bTXX08AAAAJ ID SINTA Dosen Pembimbing: Deni Darmawan: 5973309 Welsi Damayanti: 5992858 |
| Uncontrolled Keywords: | Kebutuhan Informasi, Media Sosial X, Produk Fashion and Beauty, Ulasan Daring, X @ohmy_beautybank. Fashion and Beauty Products, Information Needs, Online Reviews, Social Media X, X @ohmy_beautybank. |
| Subjects: | H Social Sciences > HE Transportation and Communications L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Alya Sasmi Lukmana |
| Date Deposited: | 25 Sep 2025 15:53 |
| Last Modified: | 25 Sep 2025 15:53 |
| URI: | http://repository.upi.edu/id/eprint/140774 |
Actions (login required)
 |
View Item |