Yulia Rahmawati, - (2020) PENGARUH SELEBGRAM ENDORSEMENT TERHADAP GAYA HIDUP KONSUMTIF DALAM MEMBELI PRODUK FASHION (Studi Deskriptif pada Siswa SMA Negeri di Kota Bandung). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini dilatar belakangi oleh kemunculan fenomena selebgram endorsement di media sosial Instagram. Instagram yang awalnya hanya memiliki fitur untuk berbagi foto dan video, kini bertambah fungsi sebagai tempat pembisnis untuk memasarkan produk mereka menggunakan jasa para influencer khususnya jasa selebgram. Siswa sebagai pengguna aktif media sosial seringkali terpengaruh dengan lingkungan dan pengaruh iklan yang ada di media elektronik, salah satunya selebgram endorsement ini. Tujuan penelitian ini untuk mengetahui pengaruh selebgram endorsement terhadap gaya hidup konsumtif dalam membeli produk fashion (Studi Deskriptif pada siswa SMA Negeri di kota Bandung). Penelitian ini menggunakan metode pendekatan kuantitatif, teknik pengumpulan data menggunakan angket tertutup melalui Google Form yang disebar lewat Instagram dan Whats App. Hasil penelitian menunjukkan bahwa (1) persepsi siswa SMA Negeri di kota Bandung terhadap selebgram endorsement memiliki tingkat yang tinggi artinya siswa SMA Negeri di kota Bandung memiliki persepsi tanggapan yang positif terhadap karakteristik VISCAP (visibility, credibility, attractiveness, dan power) yang dimiliki oleh selebgram endorser; (2) tingkat gaya hidup konsumtif dalam membeli produk fashion siswa SMA Negeri di kota Bandung mayoritas terdapat pada kategori sedang. Hal tersebut terlihat pada tingkat pembelian impulsif, pembelian tidak rasional, dan pembelian boros; (3) pengaruh selebgram endorsement terhadap gaya hidup konsumtif dalam membeli produk fashion (Studi Deskriptif pada siswa SMA Negeri di kota Bandung) memiliki pengaruh atau hubungan positif dengan kategori kuat. Selebgram endorsement mengkontrksi persepsi para remaja SMA dan berpengaruh pada peningkatan gaya hidup yang konsumtif. This research is motivated by the emergence of the phenomenon of endorsement celebrities on social media. Instagram, which initially only had features for sharing photos and videos, but now increased it has function as a place for businesses to market their products using the services of influencers, especially celebrity services. Students as the users of social media are often influenced by the environment and the influence of advertisements on electronic media, one of which is this selebgram endorsement. The purpose of this study was to determine the effect of an selebgram endorsement on a consumptive lifestyle in buying fashion products (Descriptive study of SMA Negeri in Bandung City). This research uses a quantitative approach, the data collection technique using a closed questionnaire via Google Form which is distributed via Instagram and Whats App. The results showed that (1) the perceptions of public high school students in the city of Bandung towards the endorsement program had a high level, meaning that public high school students in the city of Bandung had a positive perception of responses to the VISCAP characteristics (visibility, credibility, attractiveness, and power) owned by celebrities. endorser; (2) the level of consumptive lifestyle in buying fashion products of SMA Negeri students in Bandung is mostly in the medium category. This can be seen in the level of impulsive buying, irrational buying and wasteful buying; (3) the influence of the endorsement program on the consumptive lifestyle in buying fashion products (Descriptive study of SMA Negeri in Bandung City) has a positive influence or relationship with the strong category. The endorsement program contrasts the perceptions of high school adolescents and has an effect on the improvement of a consumptive lifestyle.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Gaya Hidup Konsumtif, Selebgram Endorsement, Siswa SMA |
| Subjects: | H Social Sciences > HM Sociology L Education > L Education (General) L Education > LB Theory and practice of education > LB1603 Secondary Education. High schools |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Sosiologi |
| Depositing User: | Yulia Rahmawati |
| Date Deposited: | 08 Feb 2021 05:59 |
| Last Modified: | 08 Feb 2021 05:59 |
| URI: | http://repository.upi.edu/id/eprint/58755 |
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