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Muhammad Rayhan
Fakultas peternakan Universitas Jenderal Soedirman
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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Journal : Jurnal Ilmiah Multimedia

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Efektifitas Iklan YouTube: Korelasi antara Kredibilitas Tasya Farasya dengan Ulasan Produk Maybelline Putri, Triana; Rayhan, Muhammad; Marta, Rustono Farady; Ahmad, Rosmalia; Harliyono, Maria
Jurnal Ilmiah Multimedia dan Komunikasi JIMK Vol. 9 No. 1, Bulan Juni 2024
Publisher : Sekolah Tinggi Multi Media "MMTC" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56873/jimk.v9i1.307

Abstract

Influencers can strengthen the effectiveness of advertising by consumers when they are considered to have good credibility, so they buy the product. The aim of the research is to determine the relationship between Tasya Farasya's credibility and the effectiveness of Maybelline product reviews as marketing communication strategy.  Previous study of Credibility Theory by Hovland Weiss found that audiences tend to give a higher level of approval when the source has a high reputation. There are two variables that will be measured, namely source credibility and review effectiveness. Source credibility is measured using the dimensions of attractiveness, trustworthiness, and expertise. Also, advertising effectiveness is measured using the dimensions of personal engagement and interactive engagement. The research used a survey-based explanatory quantitative approach by distributing questionnaires to 100 consumers of Maybelline products. The data obtained was processed using SPSS version 27 software, and analyzed by correlation. Research findings show that there is a significant and strong relationship between Tasya Farasya's credibility and the effectiveness of Maybelline product advertising. Therefore, it can be concluded that Tasya Farasya's credibility is able to strengthen the effectiveness of Maybelline product advertising.
Co-Authors Adhiyatunnisa, Najwa Latvia Adrian, Sesilia Firsty Agus Fikri Ahmad, Rosmalia Akhmad Sodiq Albian, Moehammad Roffi Ali, Muhammad Hasyir Amanda, Ariesta Amelia Putri, Finna Amrillah, Rizki Anissa Waheeda, Azzahra Aradimas, M. Ilham ARDIANSYAH ARDIANSYAH Arlina Arlina, Arlina Asep Kadarisman Astari, Dini Atqiya, Ilma Hudatil Aulia, Divanka Avorizano, Arry Bari, Isyat Zain Budi Praptono Dessy Maeyangsari Desy Kurniawati Dimas Tri Frasetiyo Dinda Khairunnisa, Dinda Dzikrillah, Achmad Rizal Eko Purwanto Endry Boeriswati Fang, Ng Suk Firmawati Firmawati Forlandito, Ryan Sebastian Gustiani, Lia Hafiz, Abdul Hamid, Nabilla Haifa Handayani Nasution, Tina Hardiansyah, Hendri Harliyono, Maria Haslindah, Andi Hendri Marhadi Henryranu Prasetio, Barlian Herawati Herawati Idrus, Ilham Ifan Iskandar Ikhtiara Kaideni Isharina Jati, Danang Kuncoro Junaidi Arsyad, Junaidi Kee, Daisy Mui Hung Kumba Digdowiseiso, Kumba Lola Illona Elfani Kausar, Lola Illona Elfani Lubis, Ar-Rohim Maulianto, Arief Muhammad Mu’tasim Billah Muhsyi, Ufairoh Aqilah Mutia, Nur Nabilla, Tasya Putri Nandrini, Fadhila Triza Nasution, Ahbib Rizqa Putra Arnadi Naziha, Nayla Ni, Nelly Lau Yenn Nizar, Aufa Nofrianto Nofrianto Novaliana, Mery Nurfatimah Oktarina Heriyani Pakpahan, Wellmason Pambudi, Mardhika Ardi Pramasurya, Tangguh Prastyo, Yudi Pristika Putri, Windy Putra, Suadi Sapta Putri, Khania Tyana Putri, Triana Rahma, Gusni Rahmi, Afzahul Ramadhan, Farida Eka Ramlan, Rosyadi Rasyid, Ichwanul Renny Sukawati Restuti Fitria Riyan Ariyansah Rizal, Mochammad Fahru Rochmawati, Rochmawati Rooswhan Budhi Utomo Rustono - Safitri, Elvina Samsinar, Riza Sativa, Annisa Setiawan, Yazmin Putri Sidhi, Arif Harnowo Sin, Liem Gai Solihah Titin Sumanti, Solihah Titin Suci, Aurora Tifani Syamsul Arifin Syarip Hidayat Syawala, Alifia Dielva Taporuk, Hidayati Tora Fahrudin Tri Rahardjo Sutardi Vionita, Deviyani Wakhidati, Yusmi Nur Wardhana Suryapratama Warman, Oktri Wen, Ng Kar Yatiea, Tiara Verita Yendri, Resvika Yose, Joseph Willy Yuan, Neo Zhan Yuwono, Pembudi Zaky, Faiz Nafan Zulham