PENGARUH PERSEPSI IKLAN NO RETOUCH ‘MAXCARA’ DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA FOLLOWERS AKUN @MOP.BEAUTY

Nadia Hafiz Rizkia, . (2026) PENGARUH PERSEPSI IKLAN NO RETOUCH ‘MAXCARA’ DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA FOLLOWERS AKUN @MOP.BEAUTY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Beauty product advertisements frequently employ visual editing techniques, particularly digital retouching, to enhance the appearance of product results, potentially presenting outcomes that differ from their actual appearance. Such practices may shape consumers’ perceptions of the authenticity and credibility of advertising information. In contrast, Mother of Pearl introduced the No Retouch concept in its MaxCara advertisement on Instagram by presenting product results without visual manipulation. This study aims to examine the effect of perceptions of the MaxCara No Retouch advertisement on Instagram on the purchase decisions of @mop.beauty followers. This study is grounded in the Elaboration Likelihood Model (ELM), which posits that individuals process and evaluate persuasive messages through two routes, namely the central route and the peripheral route. This research employs an explanatory quantitative approach using a purposive sampling technique. The population comprises 425,000 followers of the @mop.beauty Instagram account, from which 400 respondents were selected as the research sample. Data were analyzed using correlation analysis, simple linear regression analysis, the coefficient of determination, and hypothesis testing through a t-test, utilizing IBM SPSS Statistics version 27. The hypothesis testing results indicate a significance value of 0.001 (<0.05), while the coefficient of determination (R²) of 0.520 indicates that perceptions of the advertisement account for 52% of the variance in purchase decisions. The research hypothesis is accepted, indicating that perceptions of the MaxCara No Retouch advertisement on Instagram have a positive and statistically significant effect on the purchase decisions of @mop.beauty followers.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411144] [Pembimbing: Kumala Hayati] [Penguji 1: Ana Kuswanti] [Penguji 2: Windhi Tia Saputra]
Uncontrolled Keywords: Elaboration Likelihood Model, Instagram, No Retouch Advertising, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
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: NADIA HAFIZ RIZKIA
Date Deposited: 31 Aug 2026 03:53
Last Modified: 31 Aug 2026 03:53
URI: http://repository.upnvj.ac.id/id/eprint/53185

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