| dc.contributor.advisor | Ma'mun | |
| dc.contributor.author | Septina, Lia | |
| dc.date.accessioned | 2024-07-30T23:38:42Z | |
| dc.date.available | 2024-07-30T23:38:42Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/155143 | |
| dc.description.abstract | Industri kosmetik berkembang sangat pesat secara global, didorong oleh kemajuan teknologi dan penetrasi internet. Transformasi signifikan terjadi dalam pemasaran, dengan e-commerce sebagai kanal utama penjualan dan juga memberikan peluang kepada industri kecantikan untuk menerapkan strategi pemasaran yang lebih inovatif, seperti memanfaatkan kehadiran beauty vlogger. Dari banyaknya beauty vlogger yang ada, salah satu yang sering menjadi sorotan di dunia kecantikan adalah Tasya Farasya. Penelitian ini bertujuan untuk menganalisis pengaruh dari beauty vlogger “Tasya Farasya Approved” terhadap online trust dan purchase decision pada produk skincare di e-commerce Shopee. Penelitian dilakukan pada April hingga Mei 2024 menggunakan 125 responden dengan teknik penarikan sampel non-probability sampling dan metode quota sampling. Data yang digunakan terdiri dari data primer berupa kuesioner dan data sekunder berupa studi literatur. Metode analisis data menggunakan analisis deskriptif untuk mengidentifikasi karakteristik responden serta analisis SEM-PLS. Hasil penelitian ini menunjukan bahwa beauty vlogger berpengaruh signifikan dan positif terhadap online trust dan purchase decision | |
| dc.description.abstract | The cosmetics industry developed very rapidly on a global scale, driven by technological advancements and internet penetration. Significant transformations occurred in marketing, with e-commerce becoming the main sales channel and providing opportunities for the beauty industry to implement more innovative marketing strategies, such as leveraging the presence of beauty vloggers. Among the many beauty vloggers, one who frequently stood out in the beauty world was Tasya Farasya. This study aimed to analyze the influence of the beauty vlogger "Tasya Farasya Approved" on online trust and purchase decisions for skincare products on the e-commerce platform Shopee. The research was conducted from April to May 2024, using 125 respondents with a non-probability sampling technique and quota sampling method. The data used consisted of primary data in the form of questionnaires and secondary data in the form of literature studies. The data analysis method employed descriptive analysis to identify respondent characteristics and SEM-PLS analysis. The results of this study indicated that beauty vloggers had a significant and positive impact on online trust and purchase decisions. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Beauty Vlogger “Tasya Farasya Approved” terhadap Online Trust dan Purchase Decision pada Produk Skincare di E-Commerce Shopee | id |
| dc.title.alternative | The Effect of the Beauty Vlogger “Tasya Farasya Approved” on Online Trust and Purchase Decision for Skincare Products on Shopee | |
| dc.type | Skripsi | |
| dc.subject.keyword | purchase decisions | id |
| dc.subject.keyword | beauty vlogger | id |
| dc.subject.keyword | Online Trust | id |
| dc.subject.keyword | Shopee | id |
| dc.subject.keyword | Skincare | id |
