Pengaruh Terpaan Video Youtube Review Produk Kosmetik terhadap Minat Beli Mahasiswa
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Institusion
Universitas Muhammadiyah Surakarta
Author
Shintiya, Tryvenya Regyana
, Agus Triyono, M.Si
, Agus Triyono, M.Si
Subject
T Technology (General)
Datestamp
2022-08-10 01:42:42
Abstract :
YouTube is one of the most popular social media in the community, especially the younger generation. YouTube gives users the freedom to present and choose the shows they are interested in, such as video blogs, reviews, traveling, gadgets, beauty, music, health and so on.content Beauty is one of the most popular YouTube content trends. Often, viewers look for information about a product through video reviews on YouTube with a variety of interesting reviews. Exposure to YouTube videos intensely affects audiences in increasing knowledge and buying interest in a product. This study examines how the influence of exposure to YouTube videos reviews of cosmetic product dr . Richard Lee, MARS on student buying interest. The subjects in this study were students of Communication Studies at UMS (University of Muhammadiyah Surakarta). The theory used to strengthen this research is the Hypodermic Needle theory. This study uses a quantitative research methodology with data collection techniques in the form of a survey method on a questionnaire through google forms. Researchers used a simple linier regression analysis technique to determine the effect of exposure to YouTube videos reviews (variable X) on students' buying interest (variable Y) with the help of the SPSS (Statistical Product and Service Solution) application program. This study shows that there is an influence between YouTube videos reviews on student buying interest by 15.4% and the other 84.6% is influenced by other variables.
YouTube is one of the most popular social media in the community, especially the younger generation. YouTube gives users the freedom to present and choose the shows they are interested in, such as video blogs, reviews, traveling, gadgets, beauty, music, health and so on.content Beauty is one of the most popular YouTube content trends. Often, viewers look for information about a product through video reviews on YouTube with a variety of interesting reviews. Exposure to YouTube videos intensely affects audiences in increasing knowledge and buying interest in a product. This study examines how the influence of exposure to YouTube videos reviews of cosmetic product dr . Richard Lee, MARS on student buying interest. The subjects in this study were students of Communication Studies at UMS (University of Muhammadiyah Surakarta). The theory used to strengthen this research is the Hypodermic Needle theory. This study uses a quantitative research methodology with data collection techniques in the form of a survey method on a questionnaire through google forms. Researchers used a simple linier regression analysis technique to determine the effect of exposure to YouTube videos reviews (variable X) on students' buying interest (variable Y) with the help of the SPSS (Statistical Product and Service Solution) application program. This study shows that there is an influence between YouTube videos reviews on student buying interest by 15.4% and the other 84.6% is influenced by other variables.
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