Pengaruh Akses Youtube Beauty Vlogger Tasya Farasya Terhadap Keputusan Pembelian Kosmetik Brand Maybelline (Survei Pada Mahasiswi Jurusan Ilmu Komunikasi Universitas 17 Agustus 1945 Surabaya)

Elrista, Berlianti (2020) Pengaruh Akses Youtube Beauty Vlogger Tasya Farasya Terhadap Keputusan Pembelian Kosmetik Brand Maybelline (Survei Pada Mahasiswi Jurusan Ilmu Komunikasi Universitas 17 Agustus 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Beauty vlogger channels’access on YouTube can influence people to think even in their purchase decisions. Tasya Farasya as the most famous beauty vlogger in Indonesia has a lot of viewers on her videos review of Maybelline cosmetics. It affected people on purchase decisions of Maybelline brand cosmetics as the results of accessing those media. The purpose of this research is to prove whether YouTube channel of beauty vlogger Tasya Farasya's access can influence people toward on purchase decisions of Maybelline cosmetics or not. This study uses the Theory of Uses and Effect, which assumes that there are effects determined by media content, the consequences caused by the use of media, and conseffect that is caused by the use of media and media content. This research uses an explanative quantitative method with survey methods used purposive sampling technique with 82 respondents of communication sciences students on 17 Agustus 1945 University Surabaya. The technique of data collection was using an online questionnaire and analyzed by multiple linear regression. Based on the result of t-test, Sub variable of characteristics media content has not significant impact toward on purchase decisions of Maybelline cosmetics variable. The sub variable of the media use has significant impact toward on purchase decisions of Maybelline cosmetics variable. The F test results proved the characteristics of media content and the use of media have a simultaneously impact toward on purchase decisions of Maybelline cosmetics, with coefficient determination is 45,2 %.

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