SAPUTRI, DEASY SETIASIH (2025) PENGARUH INFLUENCER TASYA FARASYA TERHADAP MINAT BELI PRODUK MOP BEAUTY (Survei Terhadap Followers Instagram @tasyafarasya Tahun 2024). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of digital technology and social media has become the main platform in marketing strategies, especially in the beauty industry. Influencers play a significant role in shaping consumer opinions and preferences towards a product, thereby driving consumer purchase interest. Tasya Farasya, as one of the beauty influencers in Indonesia with the most followers and high engagement in promoting beauty products, including her own brand, Mother Of Pearl Beauty (MOP Beauty). The purpose of this research is to determine whether or not there is an influence of influencer Tasya Farasya on the Instagram media platform on the purchase interest in MOP Beauty products (Survey of Instagram followers @tasyafarasya in 2024). The X variable in this study is the Influencer with dimensions (Visibility, Credibility, Attractiveness, and Power). Variable Y in this study is Purchase Intention with dimensions (Transactional Interest, Referential Interest, Preferential Interest, and Exploratory Interest). The theory used in this research is the Stimulus-Organism-Response (S-O-R) theory, with the hope that mass media such as Instagram social media can create a targeted, immediate, and direct effect on the communicants. The stimulus in this study is the promotional content created by Tasya Farasya, the organism is the perception and attitude of Tasya Farasya's Instagram followers towards that content, and the response is the interest in purchasing MOP Beauty products. The research approach used is quantitative with a survey method distributed through questionnaires to Tasya Farasya's Instagram followers. From the population of 6,818,057 Instagram followers of Tasya as of June 2024, a sample of 100 respondents was taken. The sample selection for the research used the Purposive Sampling technique. The data analysis techniques used are correlation coefficient analysis, coefficient of determination analysis, simple linear regression analysis, and for hypothesis testing, t-test and f-test. Based on the research results, there is a high correlation or coefficient value between the Influencer variable (X) and Purchase Decision (Y), which is 0.829, indicating a very strong and significant relationship. Influencer marketing has an influence of 82.9% on purchase interest, and 2.64% is attributed to other factors. And the hypothesis test results with a T value of 14.665 > t table 2.365 and an F value of 215.07 > f table 6.90 indicate that Influencer Marketing has a significant effect on Purchase Intention. Keywords: Influencer Marketing, MOP Beauty, Purchase Intention Perkembangan teknologi digital dan media sosial menjadi platform utama dalam strategi pemasaran, terutama dalam industri kecantikan. Influencer memiliki peran signifikan dalam membentuk opini dan preferensi konsumen terhadap suatu produk sehingga mendorong minat beli konsumen. Tasya Farasya, sebagai salah satu beauty influencer di Indonesia dengan pengikut terbanyak dan keterlibatan tinggi dalam mempromosikan produk kecantikan, termasuk brand miliknya sendiri yaitu Mother Of Pearl Beauty (MOP Beauty). Tujuan Penelitian ini untuk mengetahui ada atau tidak Pengaruh Influencer Tasya Farasya dalam media platform Instagram terhadap Minat Beli Produk MOP Beauty (Survei Terhadap Followers Instagram @tasyafarasya Pada Tahun 2024). Variabel X pada penelitian ini yaitu Influencer dengan dimensi (Visibility, Credibility, Atractiveness, dan Power). Variabel Y yaitu Minat Beli dengan dimensi (Minat Transaksional, Minat Referensial, Minat Preferensial, dan Minat Eksploratif). Teori yang digunakan dalam penelitian ini ada teori Stimulus-Organism-Response (S-O-R) dengan harapan media massa seperti sosial media Instagram dapat menimbulkan efek yang terarah, segera dan langsung terhadap komunikan. Stimulus dalam penelitian ini adalah konten promosi yang dibuat oleh Tasya Farasya, organisme adalah persepsi dan sikap followers Instagram Tasya Farasya terhadap konten tersebut, dan respons adalah minat beli produk MOP Beauty. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei disebarkan melalui kuesioner pada followers Instagram tasya farasya pada. Dari populasi 6.818.057 pengikut instagram Tasya Per-Juni tahun 2024, diambil dengan jumlah sampel 100 responden. Penarikan penelitian sampel menggunakan teknik Purposive Sampling. 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 Minat Beli (Y) yaitu sebesar 0,829 dinyatakan adanya pengaruh hubungan yang sangat kuat dan signifikan. Influencer marketing memberikan pengaruh sebesar 82,9% terhadap minat beli dan sebesar 2,64% merupakan faktor lain. Dan hasil uji hipotesis dengan nilai T yang didapat sebesar 14,665 > t tabel 2,365 dan nilai F yang didapat sebesar f hitung 215,07 > f tabel 6,90 yang dinyatakan bahwa Influencer Marketing berpengaruh secara signifikan terhadap Minat Beli. Kata Kunci: Influencer Marketing, MOP Beauty, Minat Beli.
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