Which One Is Better For Gaining Customer Purchase Intention? (Comparison Study Of Indonesian Beauty Vlogger Between Tasya Farasya And Rachel Goddard)

Elisa Dwi Rahmadhani, 1011710034 (2021) Which One Is Better For Gaining Customer Purchase Intention? (Comparison Study Of Indonesian Beauty Vlogger Between Tasya Farasya And Rachel Goddard). Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Sebagai salah satu profesi yang menjadi trend sosial media, beauty vlogger menjadi referensi bagi konsumen sebelum melakukan pembelian produk kecantikan. Beauty vlogger yang paling popular di Indonesia adalah tasya farasya dan rachel goddard. Beauty vlogger menggunakan youtube sebagai media penyebaran informasi terkait dunia kecantikan. Personal image menjadi bentuk identitas yang nantinya seperti apa beauty vlogger diingat oleh masyarakat. Selain itu, electronic word of mouth (E-WOM) pada youtube beauty vlogger dimanfaatkan konsumen untuk mencari tambahan infomasi. Sehingga beauty vlogger dinilai dapat menimbulkan minat beli konsumen produk kecantikan. Penelitian ini bertujuan untuk membandingkan antara image beauty vlogger dan electronic word of mouth tasya fasrasya dan rachel goddard. Sampel penelitian yang digunakan sebanyak masing-masing 100 responden dengan teknik nonprobability sampling (Purposive Sampling). Analisis yang digunakan adalah uji independent sample t-test. Dengan hasil analisis independent sample t-test menunjukkan bahwa: (1) Terdapat perbedaan image beauty vlogger antara tasya farasya dan rachel goddard. (2) Terdapat perbedaan electronic word of mouth antara tasya farasya dan rachel goddard.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Beauty Vlogger, Image Beauty Vlogger, electronic word of mouth
Contributors:	Contribution Name Email Thesis advisor Alfina, S.M., M.M. alfina@uisi.ac.id
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Department of Management
Depositing User:	Elisa Dwi Rahmadhani
Date Deposited:	06 Sep 2021 15:31
Last Modified:	06 Sep 2021 15:31
URI:	https://repository.uisi.ac.id/id/eprint/1609

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