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All Journal Caraka : Indonesia Journal of Communication Innovative: Journal Of Social Science Research Socius: Social Sciences Research Journal
Yuniarti, Renty
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PENGARUH BRAND AMBASSADOR TERHADAP CITRA MSGLOWBEAUTY DI TIKTOK SHOP Sanjaya, Dewa Ayu Widiyanti Putri; Yuniarti, Renty
CARAKA : Indonesia Journal of Communication Vol 4, No 2 (2023): Caraka : Indonesia Journal of Communication
Publisher : Indonesian Scientific Journal (Jurnal Ilmiah Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/caraka.v4i2.91

Abstract

ABSTRAKPenelitian ini Mengkaji pengaruh brand ambassador terhadap citra MS Glow Beauty. produk kecantikan saat ini diminati oleh khalayak secara online. salah satu cara yang digunakan MS Glow Beauty adalah menggunakan aplikasi TikTok Shop. aplikasi TikTok Shop telah menjadi platform populer untuk berbisnis. penelitian ini bertujuan mengidentifikasi pengaruh brand ambassador memiliki dampak positif terhadap citra di TikTok Shop. Metode penelitian menggunakan pendekatan positivistik dengan metode kuantitatif deskriptif. Data dikumpulkan dari 100 responden yang merupakan pengikut akun TikTok @msglowbeauty. Uji validitas dan reliabilitas dilakukan untuk memastikan validitas instrumen. Uji regresi linear sederhana mengungkapkan bahwa brand ambassador memiliki pengaruh yang signifikan terhadap citra MS Glow Beauty di TikTok Shop, dengan koefisien determinasi sebesar 87,3%. Hasil penelitian menyimpulkan bahwa brand ambassador memiliki dampak positif dan signifikan terhadap citra MS Glow Beauty di TikTok Shop. Implikasi praktisnya adalah pentingnya peran brand ambassador dalam membentuk citra merek di era media sosial. Merek dapat memanfaatkan brand ambassador dengan tepat untuk meningkatkan citra dan efektivitas strategi pemasaran mereka di platform seperti TikTok. Penelitian ini memberikan wawasan tentang strategi pemasaran yang lebih efektif dalam industri kecantikan yang semakin digital dan berkembang. Kata kunci: Duta Merek, Citra Perusahaan, Perdagangan Elektronik, Aplikasi TikTok ABSTRACTThis research examines the influence of brand ambassadors on the image of MSGLOW Beauty. Beauty products are currently in demand by online audiences. One of the methods used by MSGLOW Beauty is to use the Tiktok Shop application. The Tiktok Shop application has become a popular platform for doing business. This research aims to identify the influence of brand ambassadors on having a positive impact on the image of the Tiktok Shop. The research method uses a positivistic approach with descriptive quantitative methods. Data was collected from 100 respondents who were followers of the TikTok account @msglowbeauty. Validity and reliability tests were carried out to ensure the validity of the instrument. A simple linear regression test revealed that brand ambassadors have a significant influence on the image of MS Glow Beauty on the TikTok Shop, with a coefficient of determination of 87.3%. The research results concluded that brand ambassadors have a positive and significant impact on the image of MSGlowbeauty on the TikTok Shop. The practical implication is the important role of brand ambassadors in shaping brand image in the social media era. Brands can make proper use of brand ambassadors to enhance the image and effectiveness of their marketing strategies on platforms like TikTok. This research provides insight into more effective marketing strategies in an increasingly digital and evolving beauty industry Keywords: Brand Ambassador, Company Image, Electronic Commerce, TikTok Application
Pengaruh Konten Talkshow Talkpod Di Youtube @Talkpod_Net Terhadap Minat Menonton Subscriber Iqnas Aldiansyah, Muhammad; Yuniarti, Renty
Innovative: Journal Of Social Science Research Vol. 3 No. 6 (2023): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Jumlah Pengguna Youtube di Indonesia menduduki peringkat ketiga dunia dengan 127 juta pengguna YouTube dan besar pangsa pasar sekitar 21,42% per April 2022. Talkpod sendiri telah mencapai 1,5 juta subscriber di kanal YouTube @talkpod_net telah per Juni 2023. Penelitian ini bertujuan mencari adanya pengaruh dan besarnya pengaruh konten talkshow Talkpod di YouTube @talkpod_net terhadap minat menonton subscriber. Penelitian ini menerapkan pendekatan kuantitatif eksplanatif, dengan mengandalkan survei dengan kuesioner berbasis skala Likert 1-5 yang disebarkan kepada subscriber Talkpod di kanal YouTube @talkpod_net sebagai sumber data utama. Penelitian ini menerapkan teori Uses and Gratification, dengan paradigma positivistik. Populasi dalam penelitian ini mencapai 1.540.000 subscriber di kanal YouTube @talkpod_net per Juni 2023, dan responden terkumpul sebanyak 100 subscriber @talkpod_net, yang dipilih menerapkan teknik Non-probability Sampling jenis Purposive Sampling. Analisis data menggunakan metode statistika inferensial, dengan bantuan aplikasi SPSS, dan validitas serta reliabilitas data diuji dengan menerapkan pearson produk moment dan alpha cronbach. Hasil dari penelitian menyatakan bahwa konten talkshow Talkpod di YouTube @talkpod_net memiliki pengaruh moderat terhadap minat menonton subscriber. Hasil menunjukkan bahwa konten talkshow Talkpod di YouTube @talkpod_net memiliki pengaruh terhadap minat menonton subscriber mencapai 34,4%, sementara 65,6% dipengaruhi oleh faktor lain.
PENGARUH BRAND AMBASSADOR TERHADAP CITRA MSGLOWBEAUTY DI TIKTOK SHOP Sanjaya, Dewa Ayu Widiyanti Putri; Yuniarti, Renty
CARAKA : Indonesia Journal of Communication Vol. 4 No. 2 (2023): Caraka : Indonesia Journal of Communication
Publisher : Indonesian Scientific Journal (Jurnal Ilmiah Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/caraka.v4i2.91

Abstract

ABSTRAKPenelitian ini Mengkaji pengaruh brand ambassador terhadap citra MS Glow Beauty. produk kecantikan saat ini diminati oleh khalayak secara online. salah satu cara yang digunakan MS Glow Beauty adalah menggunakan aplikasi TikTok Shop. aplikasi TikTok Shop telah menjadi platform populer untuk berbisnis. penelitian ini bertujuan mengidentifikasi pengaruh brand ambassador memiliki dampak positif terhadap citra di TikTok Shop. Metode penelitian menggunakan pendekatan positivistik dengan metode kuantitatif deskriptif. Data dikumpulkan dari 100 responden yang merupakan pengikut akun TikTok @msglowbeauty. Uji validitas dan reliabilitas dilakukan untuk memastikan validitas instrumen. Uji regresi linear sederhana mengungkapkan bahwa brand ambassador memiliki pengaruh yang signifikan terhadap citra MS Glow Beauty di TikTok Shop, dengan koefisien determinasi sebesar 87,3%. Hasil penelitian menyimpulkan bahwa brand ambassador memiliki dampak positif dan signifikan terhadap citra MS Glow Beauty di TikTok Shop. Implikasi praktisnya adalah pentingnya peran brand ambassador dalam membentuk citra merek di era media sosial. Merek dapat memanfaatkan brand ambassador dengan tepat untuk meningkatkan citra dan efektivitas strategi pemasaran mereka di platform seperti TikTok. Penelitian ini memberikan wawasan tentang strategi pemasaran yang lebih efektif dalam industri kecantikan yang semakin digital dan berkembang. Kata kunci: Duta Merek, Citra Perusahaan, Perdagangan Elektronik, Aplikasi TikTok ABSTRACTThis research examines the influence of brand ambassadors on the image of MSGLOW Beauty. Beauty products are currently in demand by online audiences. One of the methods used by MSGLOW Beauty is to use the Tiktok Shop application. The Tiktok Shop application has become a popular platform for doing business. This research aims to identify the influence of brand ambassadors on having a positive impact on the image of the Tiktok Shop. The research method uses a positivistic approach with descriptive quantitative methods. Data was collected from 100 respondents who were followers of the TikTok account @msglowbeauty. Validity and reliability tests were carried out to ensure the validity of the instrument. A simple linear regression test revealed that brand ambassadors have a significant influence on the image of MS Glow Beauty on the TikTok Shop, with a coefficient of determination of 87.3%. The research results concluded that brand ambassadors have a positive and significant impact on the image of MSGlowbeauty on the TikTok Shop. The practical implication is the important role of brand ambassadors in shaping brand image in the social media era. Brands can make proper use of brand ambassadors to enhance the image and effectiveness of their marketing strategies on platforms like TikTok. This research provides insight into more effective marketing strategies in an increasingly digital and evolving beauty industry Keywords: Brand Ambassador, Company Image, Electronic Commerce, TikTok Application
Pengaruh Intensitas Berita Brigadir J di Tiktok Terhadap Citra Polri Dimata Mahasiswa Rahayu, Nabilla Dwi; Yuniarti, Renty
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 1, No 7 (2024): February
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10711981

Abstract

Exposure is an activity of reading, viewing and listening to messages from various media that have meaning from these messages, this happens to every individual or group. In this study, it discusses the Intensity of Brigadier J on Tiktok on the Image of the National Police on Students’ point of view who have a problem formulation to find out how much influence the Intensity of Brigadier J on Tiktok has on the Image of the National Police on Students’ point of view with the aim of knowing the effect of the Intensity of Brigadier J on Tiktok on the Image of the National Police on Students’ point of view. This journal belongs to one of the major themes, namely: Human-Machine Communications. Using the positivism paradigm with an exploratory quantitative approach method and data collection non probability techniques using accidental sampling type by distributing questionnaires to STIKOM InterStudi Students Class Batch 2019-2022. The sample used was seventy-five respondents. Data was collected via Google Form with a five-point Likert scale measurement. Data processing techniques using simple Linear Analysis Techniques with IBM SPSS V.29 software to test validity and reliability, F test, and Individual significant test (t test). The results of this study obtained a t-test result of zero point eight hundred three which is greater than zero point zero five where the regression coefficient is positive, which means it is valid. So it means that Ha is accepted and Ho is rejected because there is an influence of the Intensity variable (X) on the Image variable (Y). Then the output results obtained were forty point eight percent which stated that the results of the study were in the moderate/moderate category of influence while the remaining fifty-nine point two percent was influenced by other variables that was not examined in this research.
Co-Authors Iqnas Aldiansyah, Muhammad Rahayu, Nabilla Dwi Sanjaya, Dewa Ayu Widiyanti Putri