KURNIAWAN, AJENG PUTRI (2026) HUBUNGAN PROMOSI DI MEDIA SOSIAL DENGAN MINAT BELI PRODUK WARDAH PADA KONSUMEN REMAJA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the relationship between social media promotion and the purchase intention for Wardah products among adolescent consumers in South Jakarta. Social media promotion is defined as marketing communication activities that utilize digital platforms to convey information, foster interaction, and influence consumer attitudes and behavior toward a product. Meanwhile, purchase intention refers to a consumer's inclination or desire to make a purchase after receiving, understanding, and evaluating information about the offered product. This study employs a quantitative approach using a survey method. The study population consists of female adolescents aged 10–24 in South Jakarta who are active social media users and are familiar with Wardah products. The sample comprises 204 respondents selected via purposive sampling based on criteria established by the researcher. Data collection was conducted by distributing questionnaires using a Likert scale. Data analysis involved the Method of Successive Intervals (MSI) to transform ordinal data into interval data, followed by analysis using IBM SPSS Statistics version 26, including validity, reliability, and normality tests, Pearson Product Moment correlation analysis, the coefficient of determination, and hypothesis testing. The results indicate a positive and significant relationship between social media promotion and purchase intention for Wardah products among adolescent consumers. This suggests that the more effective the social media promotion, the higher the adolescents' purchase intention for Wardah products. These findings also support the Hierarchy of Effects Model, which explains that marketing communication can shape awareness, knowledge, interest, preference, and conviction, ultimately driving purchase intention. Thus, social media promotion serves as an effective marketing communication strategy for increasing purchase intention for Wardah products among adolescent consumers. Keywords: social media promotion, purchase intention, Wardah, adolescents, Hierarchy of Effects Model. Penelitian ini bertujuan untuk mengetahui hubungan antara promosi di media sosial dengan minat beli produk Wardah pada konsumen remaja di Jakarta Selatan. Promosi di media sosial didefinisikan sebagai aktivitas komunikasi pemasaran yang memanfaatkan platform digital untuk menyampaikan informasi, membangun interaksi, serta memengaruhi sikap dan perilaku konsumen terhadap suatu produk. Sementara itu, minat beli merupakan kecenderungan atau keinginan konsumen untuk melakukan pembelian setelah menerima, memahami, dan mengevaluasi informasi mengenai produk yang ditawarkan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah remaja perempuan berusia 10–24 tahun di Jakarta Selatan yang aktif menggunakan media sosial dan mengenal produk Wardah. Sampel penelitian berjumlah 204 responden yang ditentukan menggunakan teknik purposive sampling berdasarkan kriteria yang telah ditetapkan peneliti. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert. Analisis data dilakukan dengan Method of Successive Intervals (MSI) untuk mentransformasi data ordinal menjadi interval, kemudian dianalisis menggunakan IBM SPSS Statistics versi 26 melalui uji validitas, uji reliabilitas, uji normalitas, analisis korelasi Pearson Product Moment, koefisien determinasi, dan uji hipotesis. Hasil penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara promosi di media sosial dengan minat beli produk Wardah pada konsumen remaja. Hal ini menunjukkan bahwa semakin efektif promosi yang dilakukan melalui media sosial, semakin tinggi pula minat beli remaja terhadap produk Wardah. Temuan penelitian ini juga mendukung Hierarchy of Effects Model yang menjelaskan bahwa komunikasi pemasaran mampu membentuk kesadaran, pengetahuan, ketertarikan, preferensi, keyakinan, hingga mendorong niat membeli. Dengan demikian, promosi di media sosial menjadi salah satu strategi komunikasi pemasaran yang efektif dalam meningkatkan minat beli produk Wardah pada konsumen remaja. Kata kunci: promosi di media sosial, minat beli, Wardah, remaja, Hierarchy of Effects Model.
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