ANALISIS MINAT BELI PRODUK KECANTIKAN BERDASARKAN REVIEW BEAUTY VLOGGER

Della Fitria Nurafiah, - (2020) ANALISIS MINAT BELI PRODUK KECANTIKAN BERDASARKAN REVIEW BEAUTY VLOGGER. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Dengan adanya pandemi COVID-19, produk kecantikan terutama jenis produk makeup mengalami penurunan peminat. Pada masa ini, social media merupakan salah satu alat komunikasi yang paling sering digunakan, salah satunya adalah youtube. Saat ini terdapat content creator mengenai produk kecantikan yang dikenal dengan sebutan Beauty vlogger. Berdasarkan latar belakang permasalahan tersebut, maka penelitian ini membahas mengenai keterkaitan antara review beauty vlogger dan minat beli produk makeup dan indicator yang dapat mempengaruhi hubungan antara kedua variabel tersebut. Penelitian ini bertujuan untuk mengetahui gambaran dari review beauty vlogger pada produk makeup, tingkat minat beli produk makeup, dan pengaruh dari Review Beauty Vlogger terhadap Minat Beli konsumen pada produk makeup. Metode yang digunakan dalam penelitian ini adalah deskriptif dan verifikatif dengan respondennya yaitu viewers video review beauty vlogger dengan sampel sebanyak 100 responden. Penelitian ini menggunakan teknik probability sampling dengan metode proportionate stratified random sampling. Untuk mengetahui hasil penelitian maka metode penelitian dilakukan dengan uji asumsi normalitas, analisis korelasi, analisis regresi sederhana, dan pengujian hipotesis. Pengujian hipotesis menggunakan Uji-t yang memiliki kegunaan untuk menguji hipotesis antara satu variabel bebas dengan variabel terikat secara individu. Berdasarkan hasil data tanggapan responden dan analisis data, dapat diketahui bahwa review beauty vlogger dan minat beli ada pada kategori tinggi, dan minat beli terhadap produk makeup menurut responden dapat dipengaruhi oleh influence dari beauty vlogger . Maka dari itu , hasil penelitian ini menunjukkan bahwa Review Beauty Vlogger berpengaruh positif dan signifikan terhadap Minat Beli. Kata Kunci : Review Beauty Vlogger, Minat Beli With the COVID-19 pandemic, beauty products, especially types of makeup products, have decreased in demand. At this time, social media is one of the most frequently used communication tools, one of which is YouTube. Currently, there are content creators about beauty products known as Beauty vloggers. Based on the background of these problems, this study discusses the relationship between the beauty vlogger review and the interest in buying makeup products and indicators that can affect the relationship between the two variables. This study aims to determine the description of the beauty vlogger review on makeup products, the level of interest in buying makeup products, and the effect of the Beauty Vlogger Review on consumer purchase interest in makeup products. The method used in this research is descriptive and verification with respondents, namely viewers video review beauty vlogger with a sample of 100 respondents. This research uses probability sampling technique with proportionate stratified random sampling method. To find out the results of the research, the research method was carried out by testing the normality assumption, correlation analysis, simple regression analysis, and hypothesis testing. Hypothesis testing uses the t-test which has the function of testing the hypothesis between one independent variable and the dependent variable individually. Based on the results of the respondent's data and data analysis, it can be seen that the beauty vlogger review and buying interest are in the high category, and the buying interest in makeup products according to respondents can be influenced by the influence of the beauty vlogger. Therefore, the results of this study indicate that the Beauty Vlogger Review has a positive and significant effect on Buying Interest. Keywords: Beauty Vlogger Review, Buying Interest.

Item Type: Thesis (S1)
Uncontrolled Keywords: Keywords: Beauty Vlogger Review, Buying Interest
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Della Fitria Nurafiah
Date Deposited: 01 Oct 2020 05:06
Last Modified: 01 Oct 2020 05:06
URI: http://repository.upi.edu/id/eprint/55113

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