CD Skripsi

Pengaruh Electronic Word Of Mouth Beauty Vlogger Wardah One Brand Makeup Tutorial Fatya Biya Terhadap Minat Beli Produk Wardah

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Various types of videos but one that is often encountered is a video about
beauty vlog which contains beauty things, appearance also beauty tips and tricks
from a beauty vlogger. One of them is Fatya Biya, a beauty vlogger who has been
active since 2015. The videos she uploads are related to beauty and appearance,
tutorials, tips and tricks on makeup. One of her very popular video is Wardah One
Brand Makeup Tutorial which leads to one of the top of the search on Youtube if
you want to look for makeup tutorials using a brand called Wardah.The purpose of
this research is to find out how much influence electronic word of mouth Wardah
One Brand Makeup Tutorial Fatya Biya toward purchase intention Wardah
product.
This research was also conducted with an explanative quantitative method
with non-probability sampling technique and using the Slovin formula which
obtained a sample of 100 respondents. After deploying the questionnaires through
Google form, the researchers analyzed the data using the SPSS for Windows
application version 25.
Based on the results of a simple linear regression analysis, the results of the
coefficient value in the study is Y = 9,703 + 0.406 X. The constant number (a) is
9,703 and the variable coefficient of electronic word of mouth beauty vlogger
Wardah one brand makeup tutorial Fatya Biya is 0.406. Where, Ho is rejected and
Ha is accepted with a significance level of 0.000. If the significance level is smaller
than the significance level of 0.05, it can be concluded that there is an effect
between Wardah's electronic word of mouth beauty vlogger one brand makeup
tutorial Fatya Biya on the interest in buying Wardah products. The coefficient of
determination or R square (R2) in this study is 48.2%, which shows the influence of
electronic word of mouth beauty vlogger Wardah one brand makeup tutorial by
Fatya Biya on buying interest in Wardah products is in the moderate category.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.121 (0057)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2021

Deskripsi Fisik

x, 108 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.121 (0057)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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