PENGARUH PERSONAL BRANDING TASYA DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOTHER OF PEARL
DOI:
https://doi.org/10.33822/gk.v6i1.6263Keywords:
Personal Branding, Buying Desicion, Mother of PearlAbstract
Social media is the result of the development of technological advances. Instagram is one form of social media. Instagram is the right platform to promote a product, one of which is makeup products that are favored by Indonesian women to support their appearance. Local products innovate and promote to introduce their products to the public and compete with global-scale beauty products to take advantage of beauty influencers on Instagram social media so that the promotional reach can be right on target. One of the most influential beauty influencers for consumers is Tasya Farasya. Tasya Farasya is a beauty influencer who is quite well known on Instagram with strong and attractive personal branding, which can be seen from her always glamorous appearance and honesty in conducting product reviews. Tasya Farasya officially launched her beauty brand "Mother of Pearl" with her first three products. The purpose of this study was to determine the effect of Tasya Farasya's personal branding on Instagram on purchasing decisions for Mother of Pearl products. This study uses the grand theory of S-O-R (Stimulus, Organism, Response). The research method uses a descriptive correlational quantitative approach with a survey method. The population used was 100 respondents with the criteria of Instagram followers Tasya Farasya, women aged 18-34 years, and interested in Mother of Pearl products. The data collection technique used a questionnaire with correlation coefficient and regression analysis techniques. The results of the t-count 3.854 > 1.984, indicate that H0 is rejected and H1 is accepted, meaning that there is an influence of Tasya Farasya's personal branding on Instagram on the purchase decision of Mother of Pearl products.
References
Chaffey, & Chadwick, E. (2016). Digital Marketing: Strategy, Implementation and Practice (6th ed.). Pearson Education.
Effendy, O. U. (2015). lmu, Komunikasi Teori dan Praktek Komunikasi. Remaja Rosdakarya.
Hermawan, A. (2012). Komunikasi Pemasaran.
Erlangga.
Kotler, P., & Armstrong, G. (2016). Principles Of Marketing (16th ed.). Pearson Education.
Loretta, D. (2015). Its Me! : Super Brand Diri Untuk Jadi Beda (Tanudi (ed.)). Lintas Kata.
McQuail, D. (2010). Mass Communication Theory (6th ed.). Sage Publication Ltd.
Nasrullah, R. (2016). Media Sosial : Perspektif Komunikasi, Budaya, Sosioteknologi (N. S. Nurbaya (ed.); Cet.2).
Nisrina. (2015). Bisnis Online : Manfaat Media Sosial Dalam Meraup Uang (Witia (ed.)). Kobis.
Noor, J. (2012). Metodologi Penelitian: Skripsi, Tesis, Disertasi & Karya Ilmiah (Ed.1, Cet.). Kencana Prenada Media Group.
Sugiyama, K. (2010). The Dentsu Way:
Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency (1st ed.). McGraw-Hill.
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Alfabeta.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Alfabeta.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Widyastuti, S. (2018). Komunikasi Manajemen Pemasaran Terpadu. Universitas Pancasila Press.
Butar, C. R. B., & Ali, D. S. F. (2018). Strategi Personal Branding Selebgram Non Selebriti. Jurnal Ilmiah Ilmu Hubungan Masyarakat, Vol.2, No.2, 2018, 101.
Boyd, D. M., & Ellison, N. B. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer Mediated Communication, Vol.13, 230.
Diwati, F., & Santoso, T. I. (2015). Pengaruh Strategi Integrated Marketing Communication (IMC) terhadap Keputusan Membeli Konsumen pada Bisnis Tour & Travel di Wilayah Daerah Istimewa Yogyakarta. Jurnal EBANK, Vol 6, No.2, 2015, 54.
Sufa, F., & Munas, B. (2012). ANALISIS PENGARUH DAYA TARIK IKLAN, KUALITAS PESAN IKLAN, FREKUENSI PENAYANGAN IKLAN TERHADAP EFEKTIVITAS IKLAN TELEVISI MIE
SEDAP (Survei Pemirsa Iklan Mie Sedap Pada Mahasiswa Kost di sekitar Kampus Undip, Tembalang). Diponegoro Journal of Management, Vol.1, No., 233.
Riyanto, A. D. (2021). Hootsuite (We are Social): Indonesian Digital Report 2021. Andi Link. https://andi.link/hootsuite-we-are-social- indonesian-digital-report-2021/
Rizaty, M. A. (2021). Industri Kosmetik Tumbuh 5,59 Persen, Ini Merek Perawatan Tubuh Terlaris pada Agustus 2021. Databoks Katadata. https://databoks.katadata.co.id/datapublish/2 021/10/05/industri-kosmetik-tumbuh-559- persen-ini-merek-perawatan-tubuh-terlaris- pada-agustus-2021#:~:text=Berdasarkan data Badan Pusat Statistik,diproyeksikan naik 7%25 pada 2021
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Kebijakan yang diajukan untuk jurnal yang menawarkan akses terbuka
Syarat yang harus dipenuhi oleh Penulis sebagai berikut:
- Penulis menyimpan hak cipta dan memberikan jurnal hak penerbitan pertama naskah secara simultan dengan lisensi di bawah Creative Commons Attribution License yang mengizinkan orang lain untuk berbagi pekerjaan dengan sebuah pernyataan kepenulisan pekerjaan dan penerbitan awal di jurnal ini.
- Penulis bisa memasukkan ke dalam penyusunan kontraktual tambahan terpisah untuk distribusi non ekslusif versi kaya terbitan jurnal (contoh: mempostingnya ke repositori institusional atau menerbitkannya dalam sebuah buku), dengan pengakuan penerbitan awalnya di jurnal ini.
- Penulis diizinkan dan didorong untuk mem-posting karya mereka online (contoh: di repositori institusional atau di website mereka) sebelum dan selama proses penyerahan, karena dapat mengarahkan ke pertukaran produktif, seperti halnya sitiran yang lebih awal dan lebih hebat dari karya yang diterbitkan. (Lihat Efek Akses Terbuka).
