PENGARUH TEKNIK SOCIAL PROOF DARI KONTEN “TASYA FARASYA APPROVED” PADA YOUTUBE TERHADAP MINAT BELI PRODUK KECANTIKAN SUBSCRIBERNYA

Pawestri, Annisa Arum (2024) PENGARUH TEKNIK SOCIAL PROOF DARI KONTEN “TASYA FARASYA APPROVED” PADA YOUTUBE TERHADAP MINAT BELI PRODUK KECANTIKAN SUBSCRIBERNYA. Other thesis, UPN Veteran Yogyakarta.

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Abstract

ABSTRAK
Banyaknya tren produk kecantikan jaman sekarang membuat banyak orang
cenderung mencari informasi melalui media sosial, salah satunya media sosial
Youtube. Hal tersebut sangat berkaitan dengan banyaknya konten-konten review
produk dari beauty vlogger yang sedang marak akhir akhir ini, seperti salah satunya
Tasya Farasya. Tasya Farasya merupakan salah satu beauty vlogger yang juga
memberikan pengaruh atau mempromosikan tren terkini terkhusus lagi pada produk
kecantikan dikalangan subscriber-nya dengan teknik social proof-nya berupa
penyampaian opini dan testimoni pada konten Youtubenya yang berjudul “Tasya
Farasya Approved”. Dalam penelitian ini memiliki tujuan untuk mengetahui
pengaruh serta hubungan antara teknik social proof Tasya Farasya pada konten
“Tasya Farasya Approved” pada Youtube terhadap minat beli produk kecantikan
subscriber-nya. Teori yayng digunakan dalam penelitian ini adalah teori
advertising exposure. Pada penelitian ini menggunakan pendekatan kuantitatif
dengan teknik pengumpulan data random sampling melalui penyebaran kuesioner.
Berdasarkan analisis pada 104 responden, hasil uji koefisien determinasi
menunjukan bahwa Teknik Social Proof dari konten ’Tasya Farasya Approved”
mempengaruhi variabel Minat Beli Subscriber-nya sebesar 46.5% dan sisanya
53.5% dipengaruhi oleh variabel yang dijelaskan oleh faktor diluar penelitian
inikarenapa. Berdasarkan uji T, nilai thitung X1 sebesar 9.411 > ttabel 1, 9835 dengan
signifikan 0,000 < 0,05 maka Ho ditolak dan Ha diterima.
Kata kunci : social proof, minat beli, dan youtube
ABSTRACT
The abundance of trends nowadays makes many people tend to seek information
through social media, one of which is YouTube. This is closely related to the
numerous product review content from beauty vloggers that has been booming
lately, one of whom is Tasya Farasya. Tasya Farasya is one of the beauty vloggers
who also influences or promotes the latest trends, particularly in beauty products,
among her subscribers using social proof techniques such as delivering opinions
and testimonials in her YouTube content titled "Tasya Farasya Approved."
Therefore, this research aims to understand the influence and relationship between
Tasya Farasya's social proof techniques in the "Tasya Farasya Approved" content
on YouTube and the purchase interest in beauty products among her subscribers.
The theory used in this research is advertising exposure theory. This research uses
a quantitative approach with random sampling data collection techniques through
the distribution of questionnaires. Based on the analysis of 104 respondents, the
results of the coefficient of determination test show that the Social Proof Technique
from the 'Tasya Farasya Approved' content influences the Purchase Interest
variable of her subscribers by 46.5%, and the remaining 53.5% is influenced by
variables explained by factors outside the model. Based on the T-test, the calculated
t-value X1 is 9.411 > t-table 1.9835 with a significance of 0.000 < 0.05, thus Ho is
rejected and Ha is accepted.
Keywords : social proof, purchase interest, youtube

Item Type: Thesis (Other)
Uncontrolled Keywords: social proof, purchase interest, youtube
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Eko Yuli
Date Deposited: 04 Jul 2024 01:39
Last Modified: 04 Jul 2024 01:39
URI: http://eprints.upnyk.ac.id/id/eprint/40103

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