PENGARUH PENGGUNAAN YOUTUBE ONE BRAND MAKE UP TUTORIAL TASYA FARASYA TERHADAP TERHADAP PENINGKATAN CITRA "FOCALLURE"

ASTUTI, YUNI (2021) PENGARUH PENGGUNAAN YOUTUBE ONE BRAND MAKE UP TUTORIAL TASYA FARASYA TERHADAP TERHADAP PENINGKATAN CITRA "FOCALLURE". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Technological developments at this time have made people have the ability to access information whenever and wherever they are, followed by the development of social media, especially Youtube. In addition, YouTube is used by organizations/companies to achieve a goal. Content on Youtube varies, one of which is Beauty Vlogger content which reviews product information. Strategies to create a good image and maintain the company's reputation in the eyes of the public through the media through beauty vlogger reviews. This study aims to determine how much influence the use of YouTube one brand makeup tutorial Tasys Farasya has on improving Focallure's image. The theory used is the uses and effect theory. The concept used is the concept of Brand Image. This research uses an explanatory research type with a quantitative approach. The research method used was a survey method using a questionnaire to 100 respondents from viewers of the video one brand make up tutorial Tasya Farasya. The results of this study indicate that there is an influence between the use of YouTube one brand make up tutorial Tasya Farasya on the Focallure brand image, amounting to 54%. Keywords: Influence, Social Media, Brand Image Perkembangan teknologi pada saat ini, menjadikan masyarakat memiliki kemampuan untuk mengakses informasi kapan pun dan dimanapun mereka berada, diikuti dengan berkembangnya social media khususnya Youtube. Selain itu Youtobe digunakan oleh organisasi/perusahaan untuk mencapai suatu tujuan. Konten pada Youtube beragam, salah satunya konten Beauty Vlogger yang mengulas informasi suatu produk. Strategi untuk menciptakan citra baik serta mempertahankan reputasi perusahaan dimata khalayak melalui media lewat review beauty vlogger. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh penggunaan youtube one brand makeup tutorial Tasys Farasya terhadap peningkatan citra Focallure. Teori yang digunakan adalah teori uses and effect. Konsep yang digunakan adalah konsep Brand Image. Penelitian ini mengunakann tipe penelitian eksplanatif dengan pendekatan kuantitatif. Metode penelitian yang digunakan adalah metode survey menggunakan kuesioner terhadap 100 responden dari viewers video one brand make up tutorial Tasya Farasya. Hasil penelitian ini menunjukkan adanya pengaruh antara penggunaan youtube one brand make up tutorial Tasya Farasya terhadap citra merek Focallure, sebesar 54%. Kata kunci : Pengaruh, Media Sosial, Brand Image

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