SHABRINA, TIARA (2025) PENGARUH INFLUENCER TASYA FARASYA DENGAN ADANYA #TASYAFARASYAAPPROVED TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER CALM DOWN SOMETHINC (Survey terhadap Followers Instagram @tasyafarasya pada tahun 2024). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examines the influence of influencer Tasya Farasya with the #TasyaFarasyaApproved label on the purchase decision of Calm Down Somethinc Moisturizer products by her Instagram followers, This research provides insights for beauty brands in designing more targeted marketing strategies by leveraging the power of influencers and their credibility among audiences. The theory used in this research is the Stimulus-Organism-Response (S-O-R) theory, which assumes that mass media is able to produce directed, direct, and immediate effects on communicants. In the context of this research, S-O-R theory is applied to analyze how recommendation impressions through social media, especially Instagram, can influence the internal processes of communicants (followers) to produce responses in the form of purchasing decisions. The research approach used is quantitative with a survey method distributed through questionnaires to Tasya Farasya's Instagram Followers. From a population of 6,818,057 Tasya's Instagram Followers as of June 2024, a sample size of 100 respondents was taken. The withdrawal of sample research using Purposive Sampling technique based on certain considerations such as population characteristics or traits that are already known in advance, using the Taro Yamane formula. The data analysis techniques used are correlation coefficient analysis, coefficient of determination analysis, simple linear regression analysis, and for hypothesis testing, using the t test and f test. Based on the results of the study, there is a relationship or a high correlation coefficient value between the Influencer variable (X) and the Purchasing Decision (Y), which is 0.657, it is stated that there is a strong and significant relationship influence. Influencers have an influence of 67.5% on Purchasing Decisions and 32.5% are other factors. And the results of hypothesis testing with a T value obtained of tcount 8.637> t table 2.365 and an F value obtained of f count 74.603> f table 2,76 which states that Influencers have a significant effect on Purchasing Decisions. Keywords: Influencer Marketing, Tasya Farasya, Purchase Decision, Somethinc. Penelitian ini mengkaji pengaruh influencer Tasya Farasya dengan adanya label #TasyaFarasyaApproved terhadap keputusan pembelian produk Moisturizer Calm Down Somethinc oleh followers Instagram-nya, Studi ini memberikan wawasan bagi brand kecantikan dalam merancang strategi pemasaran yang lebih tepat sasaran dengan memanfaatkan kekuatan influencer dan kredibilitas mereka di kalangan audiens. Teori yang digunakan dalam penelitian ini adalah teori Stimulus-Organism-Response (S-O-R), yang berasumsi bahwa media massa mampu menghasilkan efek yang terarah, langsung, dan segera terhadap komunikan. Dalam konteks penelitian ini, teori S-O-R diterapkan untuk menganalisis bagaimana tayangan rekomendasi melalui media sosial, khususnya Instagram, dapat memengaruhi proses internal komunikan (pengikut) hingga menghasilkan respons berupa keputusan pembelian. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei disebarkan melalui kuesioner pada Followers Instagram tasya farasya pada. Dari populasi 6.818.057 Followers isntagram Tasya Per-Juni tahun 2024, diambil dengan jumlah sampel 100 responden. Penarikan penelitian sampel menggunakan teknik Purposive Sampling berdasarkan atas suatu pertimbangan tertentu seperti ciri populasi ataupun sifat yang sudah diketahui sebelumnya, menggunakan rumus Taro Yamane. Teknik analisis data yang digunakan yaitu analisis koefisien korelasi, analisis koefisien determinasi, analisis regresi linear sederhana, dan untuk uji hipotesis, menggunakan uji t dan uji f. Berdasarkan hasil penelitian terdapat hubungan atau nilai koefisien korelasi yang tinggi antara variabel Influencer (X) dan Keputusan Pembelian (Y) yaitu sebesar 0,657 dinyatakan adanya pengaruh hubungan yang kuat dan signifikan. Influencer memberikan pengaruh sebesar 67,5% terhadap Keputusan Pembelian dan sebesar 32,5% merupakan faktor lain. Dan hasil uji hipotesis dengan nilai T yang didapat sebesar t-hitung 8,637 > t tabel 2.365 dan nilai F yang didapat sebesar f hitung 74,603 > f tabel 2,76 yang dinyatakan bahwa Influencer berpengaruh secara signifikan terhadap Keputusan Pembelian. Kata Kunci : Influencer Marketing, Tasya Farasya, Keputusan Pembelian, Somethinc.
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