Basuki, Aisha Ayu and Dr.Siti Aijah, SE.,MS.,CSRS.,CFP (2020) The Effect of Beauty Influencer Toward Purchase Intention of Local Cosmetics with Para-social Interaction as Mediating Variable (A Study of Tasya Farasya for Make Over). Sarjana thesis, Universitas Brawijaya.
Abstract
Penggunaan media sosial di Indonesia berkembang pesat, termasuk pengguna Instagram, YouTube, dan Facebook. Di Indonesia, Instagram adalah salah satu platform media sosial paling populer. Sejak Instagram menjadi populer akhir-akhir ini, istilah "influencer" muncul. Influencer dikenal sebagai idola baru yang populer melalui media sosial. Banyak bisnis telah menggeser strategi pemasaran mereka untuk berkolaborasi dengan influencer alih-alih selebriti tradisional. Salah satu merek kecantikan di Indonesia, Make Over, mengambil kesempatan ini untuk berkolaborasi dengan beberapa influencer kecantikan. Salah satu influencer kecantikan populer di Indonesia yang bekerja sama dengan Make Over adalah Tasya Farasya. Penelitian ini bertujuan untuk menganalisis pengaruh langsung dan tidak langsung influencer kecantikan terhadap niat pembelian merek kecantikan lokal melalui studi kasus Tasya Farasya pada merek Make Over. Penelitian ini menganalisis tiga variabel yaitu: Celebrity Endorser; Purchase Intention; dan Interaksi Para-sosial sebagai variabel mediasi. Penelitian ini adalah penelitian deskriptif dengan menggunakan pendekatan kuantitatif. Populasi penelitian ini adalah pelanggan potensial Make Over di kota Malang. Teknik pengambilan sampel adalah purposive sampling di mana beberapa kriteria diperlukan. Ukuran sampel adalah 150 responden yang mengikuti Tasya Farasya di Instagram dan telah melihat ulasan produk Make Over oleh Tasya Farasya. Perangkat lunak statistik Smart-PLS digunakan untuk menganalisis data dalam penelitian ini.
English Abstract
The use of social media in Indonesia is growing rapidly, including Instagram, YouTube, and Facebook users. In Indonesia, Instagram is one of the most popular social media platforms. Since Instagram becomes familiar these days, the term “influencers” emerged. Influencers are known as the new idol who is popular through social media. Many businesses have shifted their marketing strategy to collaborate with influencers instead of traditional celebrities. One of the beauty brands in Indonesia, Make Over, take this opportunity to collaborate with some beauty influencers. One of the popular beauty influencers in Indonesia who used to collaborate with Make Over is TasyaFarasya. This study is aimed to analyze the direct and indirect effect of beauty influencer on the purchase intention of local beauty brand through a case study of TasyaFarasya on Make Over brand. This study analyzes three variables such as Celebrity Endorser, Purchase Intention, and Para-social Interaction as mediating variable. This study is descriptive research by using quantitative approach. The population of this study is Make Over’s potential customers in Malang city. The sampling technique is purposive sampling in which some criteria is needed. The sample size is 150 respondents who followed TasyaFarasya on Instagram and have seen a Make Over product review by TasyaFarasya. Statistical software Smart-PLS is used to analyze the data in this study.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2020/34/052003803 |
| Uncontrolled Keywords: | Beauty Influencer, Para-social Interaction, Purchase Intention,Beauty Influencer, Interaksi Para-social, NiatBeli |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 14 Dec 2021 07:49 |
| Last Modified: | 12 Apr 2023 02:17 |
| URI: | http://repository.ub.ac.id/id/eprint/186982 |
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