Pengaruh Komunitas Virtual Terhadap Keputusan Pembelian Skincare Skintific (Survei Pada Komunitas Virtual @ohmybeautybank di Twitter)

Andini Desti Nur Rahmadina, Andini (2023) Pengaruh Komunitas Virtual Terhadap Keputusan Pembelian Skincare Skintific (Survei Pada Komunitas Virtual @ohmybeautybank di Twitter). Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

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1. HALAMAN JUDUL.pdf
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2. ABSTRAK & ABSTRACK.pdf
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3. SURAT PERNYATAAN ORISINILITAS.pdf
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4. LEMBAR PERSETUJUAN & PENGESAHAN.pdf
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5. KATA PENGANTAR.pdf
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6. DAFTAR ISI.pdf
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7. DAFTAR TABEL.pdf
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8. DAFTAR GAMBAR.pdf
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9. DAFTAR LAMPIRAN.pdf
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10. BAB I.pdf
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11. BAB II.pdf
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12. BAB III.pdf
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13. BAB IV.pdf
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14. BAB V.pdf
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15. DAFTAR PUSTAKA.pdf
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Abstract

UNIVERSITAS MUHAMMADIYAH JAKARTA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI ADVERTISING Skripsi, Juni 2023 ANDINI DESTI NUR RAHMADINA 2019140121 PENGARUH KOMUNITAS VIRTUAL TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC (Survei Pada Komunitas Virtual @ohmybeautybank di Twitter) ABSTRAK Teknologi yang berkembang di era digital ini membuat konsumen lebih mudah untuk mendapatkan informasi. Ketika konsumen ingin membeli barang dari suatu brand seperti Skincare konsumen dapat mengakses komunitas virtual yang berkaitan dengan skincare ataupun kecantikan. Tujuan dari penelitian ini 1). Mengetahui komunitas virtual Oh My Beauty Bank di Twitter pada Skincare Skintific. 2). Mengetahui keputusan pembelian followers twitter @ohmybeautybank terhadap produk skincare Skintific. 3). Mengukur komunitas virtual Oh My Beauty Bank terhadap keputusan pembelian skincare Skintific. Teori yang digunakan pada penelitian ini adalah teori komunitas virtual (Komposisi dan Aktivitas, Organisasi Sosial, Bahasa dan Interaksi, Budaya dan Identitas) dan teori Keputusan Pembelian (Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision dan Post-Purchase Evaluation). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, menyebarkan kuesioner terhadap 81 responden. Setelah dilakukan penelitian hasil dari penelitian ini adalah 1). Komunitas virtual memiliki hasil rata-rata 2,96 dengan jawaban setuju. 2). Keputusan pembelian memiliki hasil rata-rata 3,02 dengan jawaban setuju. 3). Komunitas Virtual Oh My Beauty Bank memiliki pengaruh terhadap Keputusan Pembelian sebesar 72,5%, sementara 27,5% lainnya berasal dari faktor lain diluar variabel penelitian. Kata Kunci : Komunitas Virtual, Keputusan Pembelian Daftra Pustaka : 14 Buku, 1 Skripsi, 6 Jurnal, 3 Website Dosen Pembimbing : Dr. Oktaviana Purnamasari, M.Si v UNIVERSITY OF MUHAMMADIYAH JAKARTA FACULTY OF SOCIAL SCIENCE AND POLITICAL SCIENCE COMMUNICATION STUDY PROGRAM ADVERTISING MAJOR THESIS, Juni 2023 ANDINI DESTI NUR RAHMADINA 2019140121 THE INFLUENCE OF VIRTUAL COMMUNITIES ON SKINTIFIC SKINCARE PURCHASING DECISIONS (Survey on @ohmybeautybank virtual communication on Twitter) ABSTRACT The growing technology in this digital age makes it easier for consumers to access information. When consumers want to buy goods from a brand like Skincare, consumers can access a virtual community related to skincare or beauty. Objectives of this study 1). Know the virtual community of Oh My Beauty Bank on Twitter at Skincare Skintific. 2). Knowing the purchasing decisions of Twitter followers @ohmybeautybank against skincare products Skintific 3). Measuring the virtual communities of Oh My Beauty Bank against Skintific skincare purchase decisions. The theories used in this research are virtual community theory (composition and activity, social organization, language and interaction, culture, and identity) and the theory of purchase decisions. (Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Evaluation). The study used a quantitative approach with a survey method, distributing questionnaires to 81 respondents. The virtual community has an average result of 2.96 with agreed-upon answers. 2). Purchasing decisions have an average outcome of 3.2 with agreeing answers. 3). The virtual community Oh My Beauty Bank has an influence on purchase decisions of 72.5%, while the other 27.5% comes from other factors outside the research variable. Keyword : Online Community, Purchase Decisions, Skincare, Skintific, Virtual Community. Literature : 14 books, 1 undergraduate thesis, 6 Journals, 3 websites lecturer ` : Dr. Oktaviana Purnamasari, M.Si

Item Type: Thesis (Skripsi (S1))
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Sciences > S1 Communication Studies / Ilmu Komunikasi
Depositing User: EVA AIHULIA
Date Deposited: 14 Dec 2023 02:05
Last Modified: 14 Dec 2023 02:05
URI: http://repository.umj.ac.id/id/eprint/17358

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