PENGARUH PAPARAN IKLAN DI INSTAGRAM TERHADAP MINAT BELI PRODUK ROLL TO DEFINER STEEL MASCARA DARI BARENBLISS: Survei Terhadap Followers Akun Instagram @barenbliss_id

Putri Maryam, . (2026) PENGARUH PAPARAN IKLAN DI INSTAGRAM TERHADAP MINAT BELI PRODUK ROLL TO DEFINER STEEL MASCARA DARI BARENBLISS: Survei Terhadap Followers Akun Instagram @barenbliss_id. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine the effect of Instagram advertising exposure on purchase intention toward Barenbliss's Roll to Definer Steel Mascara among followers of the Instagram account @barenbliss_id. This research employed a quantitative approach with an explanatory method. Advertising exposure was measured using the Cognitive Response Theory, which consists of the dimensions of product/message thoughts, source-oriented thoughts, and ad execution thoughts, while purchase intention was measured through brand attitude and attitude toward the advertisement. Data were collected through questionnaires distributed to 100 respondents selected using a purposive sampling technique and analyzed using SPSS version 26. The findings indicate that Instagram advertising exposure has a positive and significant effect on consumers' purchase intention, contributing 41.5% to purchase intention. This effect is driven by clear product information, convincing product benefits and claims, the brand's credibility as the message source, and engaging advertising execution through appealing visuals, color selection, creative message delivery, and the use of short-form video (Reels). These elements generate positive cognitive responses among the audience, thereby increasing their interest and intention to purchase the product.

Item Type: Thesis (Skripsi)
Additional Information: [No Panggil: 2210411124] [Pembimbing: Vina Mahdalena] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Puri Bestari Mardani]
Uncontrolled Keywords: Advertising Exposure, Cognitive Response Theory, Instagram, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
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: PUTRI MARYAM
Date Deposited: 02 Sep 2026 07:57
Last Modified: 02 Sep 2026 07:57
URI: http://repository.upnvj.ac.id/id/eprint/53705

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