Valence of Opinion: Keputusan Pembelian Produk Skintific pada Akun Instagram @skintificid
Abstract
This research aims to determine the effect of valence of opinion on Instagram social media on purchasing decisions for Skintific products. The research instrument used in this research used a questionnaire and used a Likert scale to answer statements. The population in this research are followers of the Instagram account @skintificid. The sample in this research were 100 respondents. The sampling technique uses a non-probability sampling technique with a purposive sampling method, with the criteria: 1) active followers of the @skintificid Instagram account, 2) have interacted with the comments column of the @skintificid Instagram account, 3) have purchased Skintific products at least once. Data collection techniques in research through questionnaires in the form of a Google Form. Data analysis techniques in this research used validity test, reliability test, normality test, coefficient of determination test, simple linear regression test, hypothesis test. The results of the research show that there is a significant influence on the valence of opinion on social media Instagram on purchasing decisions for Skintific products.
References
Clinten, B. (2023, February 13). Pengguna Internet di Indonesia Tembus 212,9 Juta di Awal 2023 . Https://Tekno.Kompas.Com.
Fujiawati, F. S., & Raharja, R. M. (2021). Pemanfaatan Media Sosial (Instagram) Sebagai Media Penyajian Kreasi Seni Dalam Pembelajaran. Jurnal Pendidikan Dan Kajian Seni), 6(1). https://andi.link/hootsuite-we-are-
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Humaizi. (2018). Uses And Gratification Theory. USU Press.
Kemp, S. (2023, February 9). Digital 2023: Indonesia. Https://Datareportal.Com/Reports/Digital-2023-Indonesia.
Kurniawan, A. W., & Puspitaningtyas, Z. (2016). Metode Penelitian Kuantitatif. Pandiva Buku.
Kusumastuti, A., Khoiron, A. M., & Achmadi, T. A. (2020). Metode Penelitian Kuantitatif. Deepublish.
McQuail, D. (2011). Teori Komunikasi Massa. Salemba Humanika.
Nur Millatina, A., & Hamidah Mujahidah dan Sri Herianingrum, S. (2020). Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian. In Jurnal Penelitian Ipteks (Vol. 5, Issue 1).
Rakhmat, J. (2002). Metode Penelitian Komunikasi. PT. Remaja Rosdakarya.
Sibarani, S. O. F., Ambayoen, M. A., & Prasetyo, H. (2022). Pengaruh E-WOM pada Media Sosial Instagram terhadap Keputusan Pembelian Produk Sayuran di Bos Sayur Malang yang Dimediasi oleh Kepercayaan Konsumen. Jurnal Ekonomi Pertanian Dan Agribisnis, 6(3), 1038. https://doi.org/10.21776/ub.jepa.2022.006.03.24
Sjuchro, D., Hariyanto, F., Yusup, E., & Abidin, Z. (2018). Program Siaran Radio Pemerintah Sturada 104.00 Fm Dalam Memenuhi Kebutuhan Akan Informasi Mahasiswa Ilmu Komunikasi Unsika. Jurnal Politikom Indonesiana, 3(1).
Studi Manajemen, P., Kustiani, L., & Hermana, D. (n.d.). Journal of Knowledge Management Pengaruh Media Sosial dan Online Customer Reviews terhadap Keputusan Pembelian Produk @Piscokk.Id. www.jurnal.uniga.ac.id
Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.
