PENGARUH CELEBRITY ENDORSER TASYA FARASYA TERHADAP PERILAKU PEMBELIAN PRODUK MOTHER OF PEARL (MOP) (Survei Terhadap Followers Instagram Tasya Farasya)

AURELLIA, CINDY (2025) PENGARUH CELEBRITY ENDORSER TASYA FARASYA TERHADAP PERILAKU PEMBELIAN PRODUK MOTHER OF PEARL (MOP) (Survei Terhadap Followers Instagram Tasya Farasya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

With the rise of social media, the use of celebrity endorsers has become one of the most effective marketing strategies to influence consumer purchasing decisions. Tasya Farasya, a beauty influencer and the owner of the Mother of Pearl (MOP) brand, serves as an interesting subject of study regarding the effectiveness of endorsements on consumer behavior. This study aims to examine the influence of celebrity endorser Tasya Farasya on the purchasing behavior of MOP products among her Instagram followers. The literature review in this study includes five previous research studies and theoretical frameworks covering communication, new media, social media, Instagram, celebrity endorsers, and consumer purchasing behavior. This research adopts a positivist paradigm and use a quantitative method, with data collected through questionnaires distributed to 100 respondents who follow Tasya Farasya on Instagram. The analysis results indicate that celebrity endorsers have a significant influence on the purchasing behavior of MOP products. The t-test results show a tvalue of 7.023, which is greater than the t-table value of 1.664, with a significance level of 0.001 < 0.05, meaning the alternative hypothesis (Ha) is accepted, and the null hypothesis (H0) is rejected. Additionally, the coefficient of determination (R²) test results reveal that celebrity endorsers contribute 33.5% to purchasing behavior, while the remaining 66.5% is influenced by other factors such as price, product quality, market trends, and recommendations from peers or family. Keywords: Celebrity Endorser, Tasya Farasya, Purchasing Behavior, MOP Products, Social Media Seiring dengan berkembangnya media sosial, penggunaan celebrity endorser menjadi salah satu strategi pemasaran yang efektif dalam mempengaruhi keputusan pembelian konsumen. Tasya Farasya, seorang beauty influencer sekaligus pemilik brand Mother of Pearl (MOP), menarik untuk diteliti terkait efektivitas endorsement terhadap perilaku pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser Tasya Farasya terhadap perilaku pembelian produk MOP di kalangan followers-nya di Instagram. Tinjauan pustaka dalam penelitian ini terdiri dari lima penelitian terdahulu dan kajian teoritis meliputi komunikasi, media baru, media sosial, instagram, celebrity endorser, perilaku pembelian, dan perilaku pembelian. Penelitian ini menggunakan paradigma positivisme dan metode kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 100 responden yang merupakan followers Tasya Farasya di Instagram. Hasil penelitian menunjukkan bahwa celebrity endorser memiliki pengaruh signifikan terhadap perilaku pembelian produk MOP. Hasil uji-t menunjukkan nilai t hitung sebesar 7,023 lebih besar dari t tabel sebesar 1,664 dengan nilai signifikansi 0,001 < 0,05, yang berarti hipotesis alternatif (Ha) diterima dan hipotesis nol (H0) ditolak. Selain itu, hasil uji koefisien determinasi (R²) menunjukkan bahwa celebrity endorser berkontribusi sebesar 33,5% terhadap perilaku pembelian, sedangkan 66,5% dipengaruhi oleh faktor lain seperti harga, kualitas produk, tren pasar, dan rekomendasi dari orang terdekat. Kata Kunci: Celebrity Endorser, Tasya Farasya, Perilaku Pembelian, Produk MOP, Media Sosial

Item Type: Thesis (S1)
Call Number CD: FK/PR. 25 104
NIM/NIDN Creators: 44221010080
Uncontrolled Keywords: Celebrity Endorser, Tasya Farasya, Perilaku Pembelian, Produk MOP, Media Sosial
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 24 May 2025 01:45
Last Modified: 24 May 2025 01:45
URI: http://repository.mercubuana.ac.id/id/eprint/95608

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