Addam Al Faruq, . (2024) TINGKAT KREDIBILITAS AKUN TIKTOK @utaaaar SEBAGAI ENDORSER PADA PRODUK SCARLETT WHITENING (Survei Pada Followers Akun TikTok @utaaaar). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to describe data and measure the level of credibility of the TikTok account @utaaar as an endorser for the Scarlett Whitening product. This research method uses a descriptive quantitative approach, and the theory used is source credibility theory, and a survey method in the form of a Google Form questionnaire using the Guttman scale which is then distributed to 100 respondents. The population in this study were followers of the TikTok account @utaaaar, with the sampling technique used was the Non-Probability Sampling technique (Purposive Sampling) using the Taro Yamane formula. The data analysis technique used is descriptive statistics using the SPSS 27 program by carrying out validity tests, reliability tests, anova tests, cross tabulation analysis and data normality tests. Based on the test results, there are 3 indicators measuring credibility, namely trust, expertise and attractiveness. These three indicators received a positive response. On the trust indicator, 67% of respondents agreed, on the expertise indicator, 58% of respondents agreed, and on the attractiveness indicator, 59% of respondents agreed. From the test results it was found that the trust dimension was the highest dimension with 67% of respondents agreeing, which means the @utaaaar account is quite trustworthy as an endorser for Scarlett Whitening products
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1910411304] [Pembimbing: Munadhil Abdul Muqsith] [Penguji 1: Radita Gora Tayibnapis] [Penguji 2: Vinta Sevilla] |
| Uncontrolled Keywords: | Credibility, Endorser, Social MediaTikTok, Scarlett Whitening |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HV Social pathology. Social and public welfare |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Addam Al Faruq |
| Date Deposited: | 06 Feb 2024 04:31 |
| Last Modified: | 06 Feb 2024 04:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/29473 |
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