PERAN MEDIA DIGITAL TERHADAP PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK PERAWATAN KULIT WAJAH PADA PLATFORM SHOPEE (TEORI AIDDA)

NURHANAN, NANDA CALISTA (2025) PERAN MEDIA DIGITAL TERHADAP PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK PERAWATAN KULIT WAJAH PADA PLATFORM SHOPEE (TEORI AIDDA). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The increasing interest of women aged 19–23 in facial skincare products on the Shopee platform is driven by factors such as ease of access, promotional offers, and the influence of social media. Digital media plays a role in shaping awareness up to the point of purchase decision. In today’s digital era, decision-making does not follow a rigid or linear path but tends to be flexible, influenced by emotional, social, and personal preferences. This study aims to understand the role of digital media in shaping consumer purchasing decisions based on the AIDDA theory. The method used is descriptive qualitative with a qualitative approach. Data were obtained through structured interviews, non-participant observations, and documentation to capture the informants' actual experiences. The findings show that all stages in the AIDDA theory are present, although not always followed sequentially. Consumers respond to social media content, verify information, utilize Shopee features, and share their experiences on the Shopee platform or social media, which may influence other potential buyers. Digital media is not only a channel for delivering information but also a participatory space that shapes consumer behavior. The purchasing decision process is formed through interactions between digital exposure, consumer perception, and the use of dynamic features on the Shopee platform. Keywords : Digital media, Social media, Shopee platform, Purchasing decision Meningkatnya minat perempuan usia 19-23 tahun terhadap produk perawatan kulit wana di platform shopee didorong oleh faktor kemudahan akses, promo,dan faktor media sosial.Media digital berperan membentuk kesadaran hingga keputusan pembelian.Dalam era digital sekarang ini,pengambilan keputusan tidak hanya berjalan secara kaku atau linier, tetapi juga bersifat fleksibel yang didorong oleh faktor emosional, sosial, dan preferensi konsumen. Penelitian ini bertujuan untuk memahami peran media digital dalam membentuk keputusan pembelian konsumen berdasarkan teori AIDDA. Metode yang digunakan deskriptif kualitatif dengan pendekatan kualitatif.Data diperoleh dari hasil wawancara terstruktur,observasi non-partisipan, dan dokumentasi guna menangkap pengalaman informan secara nyata. Hasil penelitian menunjukkan bahwa seluruh tahapan dalam teori AIDDA tetap terlihat,namun tidak selalu dilalui secara berurutan.Konsumen merespon konten media sosial,memverifikasi informasi, memanfaatkan fitur shopee, dan turut membagikan pengalaman nya dalam platform shopee maupun di media sosial yang dapat mendorong calon konsumen lain. Dengan demikian, media digital tidak hanya menjadi saluran penyampaian informasi,tetapi juga ruang partisipatif yang membentuk perilaku konsumen.Proses keputusan pembelian terbentuk melalui interaksi antara eksposur digital,persepsi konsumen, dan penggunaan fitur dinamis di platform shopee. Kata kunci : Media digital,Media sosial,Platform shopee,Keputusan pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 25 026
NIM/NIDN Creators:	44521010074
Uncontrolled Keywords:	Media digital,Media sosial,Platform shopee,Keputusan pembelian.
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 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	26 Jun 2025 08:12
Last Modified:	26 Jun 2025 08:12
URI:	http://repository.mercubuana.ac.id/id/eprint/95914

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