PENGARUH ARGUMENT QUALITY TASYA FARASYA TERHADAP MINAT BELI BRAND MAKEUP MOTHER OF PEARL (MOP)

Regita Putri Arumsari, . (2024) PENGARUH ARGUMENT QUALITY TASYA FARASYA TERHADAP MINAT BELI BRAND MAKEUP MOTHER OF PEARL (MOP). Disertasi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The quality of an influencer's arguments can’t be measured just based on their number of followers but must be assessed by the extent of their solid credibility. One of the biggest Influencer in Indonesia is Tasya Farasya. It is important for influencers to have credibility so that their followers can be influenced by the information they provide and leading to a change in attitude The negative news regarding Tasya Farasya, who allegedly used a fake account to criticize her twin sister, is perceived to influence followers' perceptions. Additionally, Tasya Farasya owns a makeup brand called Mother of Pearl. This research aims to determine the extent of the influence of Tasya Farasya's argument quality on the purchase interest in the Mother of Pearl makeup brand. Mother of Pearl is Tasya Farasya’s makeup brand. This study aims to determine the extent of the influence of Tasya Farasya's argument quality on the purchase interest in the Mother of Pearl makeup brand. The research utilizes the Source of Credibility Theory introduced by Hovland, Janis, and Kelley, which includes three dimentions: trustworthiness, expertise, and attractiveness. The researcher employed a quantitative explanatory approach with a survey method distributed to @Tasyafarasya’s Instagram followers, with a sample of 100 respondents. The non-probability sampling technique that used was purposive sampling. The results of this study indicate that there’s an effect between Tasya Farasya's argument quality and purchase interest of @tasyafarasya’s Instagram account followers as 87 percent. Tasya Farasya meets three dimentions of source of credibility 44.40 percent in expertise, 36.34 percent in attractiveness. But trustworthiness at 19.6 percent needs improvement. The attitude of others is a factor that influences respondents' purchase interest in Mother of Pearl makeup brand products. The type and level of respondents' purchase interest fall into the category of transactional interest. The conclusion of this study is that argument quality has an impact on purchase interest.

Item Type:	Thesis (Disertasi)
Additional Information:	[No.Panggil: 2010411006] [Pembimbing: Anindita Lintagdesi Afriani] [Penguji 1: Ana Kuswanti] [Penguji 2: Lusia Handayani]
Uncontrolled Keywords:	Argument Quality, Influencer, Purchase Interest, Source of Credibility Theory
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	REGITA PUTRI ARUMSARI
Date Deposited:	20 Sep 2024 07:34
Last Modified:	20 Sep 2024 07:34
URI:	http://repository.upnvj.ac.id/id/eprint/32759

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