PENGARUH iIKLAN iMEDIA iSOSIAL iINSTAGRAM iTERHADAP iKEPUTUSAN iPEMBELIAN iKOSMETIK iPADA iMAHASISWA iTATA iRIAS iDAN i KECANTIKAN FPP UNP

Jurnal Tata Rias dan Kecantikan Pub Date : 2021-12-23 DOI:10.24036/.v3i3.73

Vija Aida, Hayatunnufus Hayatunnufus

{"title":"PENGARUH iIKLAN iMEDIA iSOSIAL iINSTAGRAM iTERHADAP iKEPUTUSAN iPEMBELIAN iKOSMETIK iPADA iMAHASISWA iTATA iRIAS iDAN i KECANTIKAN FPP UNP","authors":"Vija Aida, Hayatunnufus Hayatunnufus","doi":"10.24036/.v3i3.73","DOIUrl":null,"url":null,"abstract":"This iresearch iis imotivated iby ithe idevelopment iof itechnology iin ithe i21st icentury iwhich iis icalled ithe iera iof idigitalization, inamely iany iform iof ihuman iactivity ican ibe idone ithrough idigital ithat irests ion ithe iinternet. iOne iform iof iinternet-based idigital iuse iis isocial imedia, iby iusing isocial imedia iusers ican ido ivarious iactivities isuch ias ipublishing iphotos iand idoing imarketing iby imeans iof ipromotion ior iadvertising, ione iof ithe isocial imedia iapplications ithat iare ioften iused ias iadvertising iplatforms iis iinstagram. iWith ithe iincreasing inumber iof isocial imedia iusers ifrom iyear ito iyear, ithis ibecomes ian iopportunity ifor imarketers iin iconducting itheir iproduct imarketing iprograms ithrough isocial imedia. iThis istudy iaims ito ifind iout iif iinstagram isocial imedia iads ihave ian ieffect iand ihow ithe iinfluence iof isocial imedia iads ion ithe idecision ito ipurchase icosmetics ion istudents iof iMakeup iand iBeauty iPadang iState iUniversity. iThis itype iof iresearch iis idescriptive iquantitative, ithe ipopulation iin ithis istudy iis istudents imajoring iin iMakeup iand iBeauty iPadang iState iUniversity iclass iof i2017 iand i2018 iwhich iamounted ito i207 ipeople, ithe isampling itechnique iis ipurposive isampling iwith ia itotal iof i67 ipeople. iData iretrieval iusing iquestionnaires i(questionnaires) ithat iare iadjusted iin ithe iform iof ilikert iscales ithat ihave ibeen itested ifor ivalidity iand ireliability. iData ianalysis itechniques iusing it itest iand icoefficient iof idetermination itest. iThe iresults ishowed ithat iinstagram isocial imedia iads ihad ia isignificant ieffect ion ithe idecision ito ipurchase icosmetics iin istudents iof iMakeup iand iBeauty iPadang iState iUniversity ias ievidenced iby ithe iresults iof ithe it itest iwhich iobtained ia ithitung ivalue iof i5,848. iThe ivalue i> ithe itable it ivalue iof i1,999. iFor ithe ivalue iof itable it ican ibe iseen iin ithe itable iof idistribution ivalues iwith ithe idejarat ifreedom i(dk) i0.025 inumber i64 iwhich iis i1,999. iSo iit ican ibe iinterpreted ithat iHo iwas irejected iHa iaccepted iwhich imeans isignificant. iAnd ithe ipercentage iof isocial imedia iadvertising iinfluence iinstagram ion ithe idecision ito ipurchase icosmetics iin istudents iof imakeup iand ibeauty iPadang iState iUniversity iis i0.569 (56.9%). iBased ion ithe iresults iof ithe iresearch iis isuggested ican ibe iused ito iadd iknowledge iand ilibrary imaterials, iespecially iabout isocial imedia iadvertising iinstagram iand ithe idecision ito ipurchase idecorative icosmetics ias iwell ias ia ireference ifor iyoung iwomen iand istudents iin ichoosing icosmetics.","PeriodicalId":403161,"journal":{"name":"Jurnal Tata Rias dan Kecantikan","volume":"1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal Tata Rias dan Kecantikan","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24036/.v3i3.73","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

This iresearch iis imotivated iby ithe idevelopment iof itechnology iin ithe i21st icentury iwhich iis icalled ithe iera iof idigitalization, inamely iany iform iof ihuman iactivity ican ibe idone ithrough idigital ithat irests ion ithe iinternet. iOne iform iof iinternet-based idigital iuse iis isocial imedia, iby iusing isocial imedia iusers ican ido ivarious iactivities isuch ias ipublishing iphotos iand idoing imarketing iby imeans iof ipromotion ior iadvertising, ione iof ithe isocial imedia iapplications ithat iare ioften iused ias iadvertising iplatforms iis iinstagram. iWith ithe iincreasing inumber iof isocial imedia iusers ifrom iyear ito iyear, ithis ibecomes ian iopportunity ifor imarketers iin iconducting itheir iproduct imarketing iprograms ithrough isocial imedia. iThis istudy iaims ito ifind iout iif iinstagram isocial imedia iads ihave ian ieffect iand ihow ithe iinfluence iof isocial imedia iads ion ithe idecision ito ipurchase icosmetics ion istudents iof iMakeup iand iBeauty iPadang iState iUniversity. iThis itype iof iresearch iis idescriptive iquantitative, ithe ipopulation iin ithis istudy iis istudents imajoring iin iMakeup iand iBeauty iPadang iState iUniversity iclass iof i2017 iand i2018 iwhich iamounted ito i207 ipeople, ithe isampling itechnique iis ipurposive isampling iwith ia itotal iof i67 ipeople. iData iretrieval iusing iquestionnaires i(questionnaires) ithat iare iadjusted iin ithe iform iof ilikert iscales ithat ihave ibeen itested ifor ivalidity iand ireliability. iData ianalysis itechniques iusing it itest iand icoefficient iof idetermination itest. iThe iresults ishowed ithat iinstagram isocial imedia iads ihad ia isignificant ieffect ion ithe idecision ito ipurchase icosmetics iin istudents iof iMakeup iand iBeauty iPadang iState iUniversity ias ievidenced iby ithe iresults iof ithe it itest iwhich iobtained ia ithitung ivalue iof i5,848. iThe ivalue i> ithe itable it ivalue iof i1,999. iFor ithe ivalue iof itable it ican ibe iseen iin ithe itable iof idistribution ivalues iwith ithe idejarat ifreedom i(dk) i0.025 inumber i64 iwhich iis i1,999. iSo iit ican ibe iinterpreted ithat iHo iwas irejected iHa iaccepted iwhich imeans isignificant. iAnd ithe ipercentage iof isocial imedia iadvertising iinfluence iinstagram ion ithe idecision ito ipurchase icosmetics iin istudents iof imakeup iand ibeauty iPadang iState iUniversity iis i0.569 (56.9%). iBased ion ithe iresults iof ithe iresearch iis isuggested ican ibe iused ito iadd iknowledge iand ilibrary imaterials, iespecially iabout isocial imedia iadvertising iinstagram iand ithe idecision ito ipurchase idecorative icosmetics ias iwell ias ia ireference ifor iyoung iwomen iand istudents iin ichoosing icosmetics.

查看原文本刊更多论文

本研究的动机是21世纪技术的发展，被称为数字化时代，即人类活动的任何信息都可以通过互联网上的数字信息来实现。一种基于互联网的数字媒体使用是社交媒体，通过使用社交媒体，用户可以进行各种活动，如发布照片和进行营销，通过使用社交媒体进行推广而不是广告，使用社交媒体应用程序中经常使用的广告平台是instagram。随着社交媒体用户数量的逐年增加，这成为营销人员通过社交媒体进行产品营销计划的一个良机。本研究旨在发现社交媒体广告是否对化妆和美容专业学生的购买决定有影响，以及社交媒体广告对化妆和美容专业学生的购买决定有何影响。本研究为描述性非定量研究，本研究的研究对象为我校2017级和2018级化妆专业和美容专业的学生，共计1207人，抽样方法为目的抽样，共计667人。数据检索是使用问卷(问卷)，这些问卷是根据问卷的一致性进行调整的，并且已经对其进行了不效度和不信度的测试。使用数据分析技术进行测试和系数测试。结果表明，instagram社交媒体广告对我校美妆系和美妆系学生购买化妆品的决定有显著的影响，这一点在我校美妆系和美妆系学生购买化妆品的决定中得到了验证。ivalue > i1999的可选ivalue。对于表的ivalue，可以在表的ivalue中看到，在表的idistribution ivalues中可以看到idejarat freedom i(dk) i0.025和i64 i1999。所以它可以被解释为，它被拒绝了，它被接受了，这意味着重要。而社交媒体广告影响化妆和美容专业学生购买化妆品决定的比例为0.59%(56.9%)。根据研究的结果，提出了可以用来增加知识和图书馆资料，特别是关于社交媒体广告，instagram和购买创意化妆品的决定，以及年轻女性和学生在选择化妆品时的参考。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Jurnal Tata Rias dan Kecantikan

自引率

0.00%

发文量