CD Skripsi

Pengaruh Personal Branding Tasya Farasya Di Instagram Dengan #Tasyafarasyaapproved Terhadap Keputusan Pembelian Kosmetik

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Social media is the result of technological advances. One of the social media platforms is Instagram. Instagram is a social networking-based application that focuses more on sharing photos which allows users to take photos and videos. Instagram is the right platform to promote a product, one of which is cosmetic products. Beauty products utilize beauty influencers on Instagram social media so that promotional reach can be right on target. One of the most influential beauty influencers for consumers is Tasya Farasya. Tasya Farasya is a beauty influencer who is quite famous on Instagram with a strong and attractive personal branding. The theory used is the S-O-R (Stimulus-Organism-Response) theory which basically expresses the existence of reactions due to stimuli provided by the mass media. This means that the stimulus will produce a response. The purpose of this research is to determine the influence of Tasya Farasya's personal branding on Instagram with #tasyafarasyaapproved on cosmetic purchasing decisions.
The research method used is quantitative with an explanatory approach and questionnaires as the main instruments for collecting data. The population in this study were followers of the Instagram account @tasyafarasya. The sampling technique used in this research is a non-probability technique with the Puposive Sampling method using the Slovin formula in Sugiyono (2019), namely 100 respondents. This research was processed and analyzed using the IBM SPSS Version 26 program.
Based on the results of this research, it is known that the results of simple linear regression state that the tcount value is 7,297> ttable is 1.984 with a significance level of
0.000 which is smaller than 0.05, which means that there is an influence of personal branding on cosmetic purchasing decisions. Thus, it can be concluded that the influence of the independent variable (X) personal branding on the dependent variable (Y) purchasing decisions is 78.4% with a strong level of influence, while the remaining 21.6% is influenced by other factors outside of the results obtained. Thus H0 is rejected and H1 is accepted.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901155805

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901155805

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

Mutia

Versi lain/terkait

Lampiran Berkas

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