SALSABILA, PRITA LAURA (2026) PENGARUH PENGGUNAAN MAKEUP TERHADAP KEPERCAYAAN DIRI DI DEPAN PUBLIK PADA MAHASISWI FIKOM UNIVERSITAS MERCU BUANA ANGKATAN 2022. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is motivated by the crucial role of physical appearance in boosting self-confidence among communication students who frequently perform in public settings, particularly in the digital era shaped by social media and beauty standards. Makeup serves not only as an aesthetic tool but also as a means of impression management and self-image enhancement. The purpose of this research is to examine the extent of the influence of makeup usage on self-confidence in public among 72 FIKOM students, Universitas Mercu Buana, class of 2022. This study is based on five prior studies that demonstrated the positive effect of makeup on self-confidence, such as Wulandari et al. (2023) who found a 64% contribution among female FIKOM students in Yogyakarta. Theoretically, the study employs Intensity Theory (Yanica, 2014, cited in Andarwati, 2016) to measure frequency and duration of makeup use, combined with Bandura’s Self-Efficacy Theory, which includes efficacy expectations and outcome expectations. The research adopts a quantitative approach with a positivist paradigm using a survey method. A sample of 72 respondents was selected using the Slovin formula. Questionnaire data (4-point Likert, 15 items) were gathered and analyzed in SPSS v.27 via validity-reliability tests, normality, Pearson r, simple linear regression, R², and t-test. The results reveal a positive and significant relationship between the intensity of makeup usage and self-confidence in public (r = 0.650; p = 0.001; strong category). Simple linear regression yields the equation Y = 16.817 + 1.102X with a contribution of 65% (R² = 0.650). The t-test is significant (p = 0.001; t-count 7.154 > t-table 1.994). Higher frequency and duration of makeup use are associated with higher levels of self-confidence when appearing in public, achieved through increased efficacy expectations and outcome expectations. Keywords: Makeup Usage, Self-Confidence, Public Communication. Penelitian ini dilatarbelakangi oleh peran penting penampilan fisik dalam meningkatkan kepercayaan diri mahasiswa ilmu komunikasi yang sering tampil di depan publik di era digital yang dipengaruhi media sosial dan standar kecantikan. Make up berfungsi sebagai alat estetika sekaligus pengelolaan kesan, meskipun ketergantungan berlebih dapat menimbulkan dampak psikologis negatif. Tujuan penelitian adalah mengukur pengaruh penggunaan make up terhadap kepercayaan diri di depan publik pada 72 mahasiswa FIKOM Universitas Mercu Buana angkatan 2022. Penulis mengambil 5 penelitian terdahulu yang menunjukkan pengaruh positif makeup terhadap kepercayaan diri, seperti kontribusi 64% pada mahasiswi FIKOM Yogyakarta (Wulandari dkk., 2023) serta berbagai studi yang menyoroti peningkatan konsep diri dan citra ideal. Penelitian ini fokus pada konteks komunikasi. Secara teoritis, digunakan Teori Intensitas (Yanica, 2014 dikutip Andarwati, 2016) yang mengukur frekuensi dan durasi penggunaan makeup, serta Teori Self-Efficacy (Bandura) yang mencakup efikasi ekspektasi dan ekspektasi hasil. Metode penelitian kuantitatif dengan paradigma positivistik berbasis survei. Sampel 72 responden dipilih menggunakan rumus Slovin. Data dikumpul melalui kuesioner skala Likert 4 poin (15 pernyataan) dan dianalisis dengan SPSS versi 27, meliputi uji validitas-reliabilitas, normalitas, korelasi Pearson, regresi linier sederhana, koefisien determinasi (R²), serta uji t. Hasil menunjukkan hubungan positif dan signifikan antara intensitas penggunaan makeup dengan kepercayaan diri di depan publik (r = 0,650; p = 0,001; kategori kuat). Persamaan regresi Y = 16,817 + 1,102X dengan kontribusi 65% (R² = 0,650). Uji t signifikan (p = 0,001; t hitung 7,154 > t tabel 1,994). Semakin tinggi frekuensi dan durasi penggunaan makeup, semakin tinggi pula kepercayaan diri mahasiswa saat tampil di depan publik melalui peningkatan efikasi ekspektasi dan ekspektasi hasil. Kata Kunci: Penggunaan Makeup, Kepercayaan Diri, Komunikasi Publik.
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