PENGARUH TERPAAN TAYANGAN VIDEO DENGAN HASHTAG #RACUNTIKTOK TERHADAK KEPUTUSAN PEMBELIAN PADA PRODUK KECANTIKAN : (Survei Pada Mahasiswa di Kecamatan Bogor Barat)

Habibah Sulhaeni Adzkya, . (2023) PENGARUH TERPAAN TAYANGAN VIDEO DENGAN HASHTAG #RACUNTIKTOK TERHADAK KEPUTUSAN PEMBELIAN PADA PRODUK KECANTIKAN : (Survei Pada Mahasiswa di Kecamatan Bogor Barat). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The beauty products scattered in the market that do not yet have the BPOM (Indonesian Food and Drug Monitoring Agency) label can pose a serious problem because there is inconsistent information with the content of the offered products. Observers note the discrepancies and inconsistencies between the facts about the ingredients in beauty products featured in the #Racuntiktok video. This research aims to investigate the influence of exposure to #Racuntiktok video content on purchasing decisions regarding beauty products. The study utilizes the Elaboration Likelihood Model theory, which is relevant to the research context through the peripheral route, one way people respond to persuasive messages when actions present information directly in the context of persuasion that will change attitudes and motivation to understand related information. Analysis through the Central Route will determine attitudes after receiving persuasive communication.Data collection for this research was carried out by distributing questionnaires via Google Form to 100 respondents, derived from population calculations using the Slovin formula and non-probability sampling. The collected data were then processed using simple linear regression tests, coefficient of determination tests, and hypothesis tests. The research results show a significant relationship between Exposure to #Racuntiktok Video and Purchasing Decisions on Beauty Products. The coefficient of determination value obtained indicates that there is an influence of 80.1% from exposure to #Racuntiktok video content on purchasing decisions regarding beauty products. The hypothesis test results show that the calculated t-value (19.945) is greater than the tabulated t-value (1.984), meaning that the null hypothesis (Ho) is rejected, and the alternative hypothesis (Ha) is accepted. In conclusion, there is a significant influence of variable X on variable Y.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil:1910411057] [Pembimbing: Garcia Krisnando Nathanael] [Penguji 1:Ana Kuswanti] [Penguji 2:Ratu Nadya Wahyuningratna]
Uncontrolled Keywords: Beauty Products, Buying Decision, Exposure to Video, Tiktok,
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Habibah Sulhaeni Adzkya
Date Deposited: 22 Mar 2024 07:07
Last Modified: 22 Mar 2024 07:07
URI: http://repository.upnvj.ac.id/id/eprint/29374

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