Bathari, Nandyra Jagad (2019) PENGARUH KREDIBILITAS BEAUTY VLOGGER ALIFAH RATU TERHADAP BRAND IMAGE PRODUK PIXY. Other thesis, Universitas Pembangunan Nasional Veteran Yogyakarta.
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Abstract
Penelitian ini dilatarbelakangi dengan fenomena kemunculan beauty vlogger yang mampu mempengaruhi konsumen dalam berpikir bahkan dalam pembelian. Penelitian ini bertujuan untuk melihat seberapa tinggi dan positif pengaruh kredibilitas beauty vlogger Alifah Ratu terhadap brand image produk Pixy. Penelitian ini menggunakan teori kredibilitas sumber sebagai dasar dari proses komunikasi dan teori terpaan media. Metode penelitian ini menggunakan penelitian survei. Populasi dalam penelitian ini adalah subscriber youtube channel Alifah Ratu dengan jumlah sampel 100 subcriber. Teknik analisis data menggunakan analisis koefisien korelasi dan analisis regresi linier. Hasil penelitian ini yaitu terdapat pengaruh positif dan signifikan kredibilitas beauty vlogger Alifah Ratu terhadap brand image produk Pixy. Terdapat pengaruh yang positif dan signifikan antara kredibilitas beauty vlogger Alifah Ratu terhadap brand image produk Pixy. Terdapat pengaruh yang positif dan signifikan antara terpaan media (media exposure) terhadap brand image produk Pixy. Terdapat pengaruh yang positif dan signifikan secara bersama-sama antara kredibilitas beauty vlogger dan terpaan media (media exposure) terhadap brand image produk Pixy. Berdasarkan koefisien determinasi variabel kredibilitas beauty vlogger (X1) dan variabel media exposure (X2) secara simultan (bersama-sama) berpengaruh terhadap variabel brand image (Y) sebesar 35,1% Kata kunci : Kredibilitas sumber, Beauty vlogger, Brand image, Terpaan media ABSTRACT This research is motivated by the phenomenon of the emergence of beauty vlogger that is able to influence consumers in thinking even in purchasing. This study aims to see how high and positive the influence of Alifah Ratu's beauty vlogger credibility on Pixy's brand image. This study uses the theory of source credibility as the basis of the communication process and media exposure theory. This research method uses survey research. The population in this study is Alifah Ratu's youtube channel subscriber with a total sample of 100 subcriber. Data analysis techniques using correlation coefficient analysis and linear regression analysis. The results of this study are that there is a positive and significant influence on the credibility of Alifah Ratu's beauty vlogger on Pixy's brand image. There is a positive and significant influence between the credibility of Alifah Ratu's beauty vlogger on Pixy's brand image. There is a positive and significant effect between media exposure (media exposure) on the brand image of Pixy products. There is a positive and significant influence together between the credibility of beauty vlogger and media exposure on the brand image of Pixy products. Based on the coefficient of determination of the credibility variable beauty vlogger (X1) and media exposure variable (X2) simultaneously (together) affect the brand image variable (Y) of 35.1% Keywords: Source credibility, Beauty vlogger, Brand image, Media exposure
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Sarimin Sarimin |
| Date Deposited: | 02 Oct 2019 06:59 |
| Last Modified: | 02 Oct 2019 06:59 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/21455 |
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