the effectiveness of advertising on social media towards

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THE EFFECTIVEN ESS OF ADVERTISING ON SOCIAL MEDIA TOWARDS PURCHASE DECISION AMONG STUDENTS IN TANGERANG

(CASE STUDY OF TASYA FARASYA ON MAKEOVER)

By

Wulan Karnia Fitriani 11610005

BACHELOR’S DEGREE in

COMMUNICATION & PUBLIC RELATIONS BUSINESS AND COMMUNICATION

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

July 2020

Revision after Thesis Defense on 14 July 2020

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Wulan Karnia Fitriani STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Wulan Karnia Fitriani

_____________________________________________

Student

15 June 2020 Date

Approved by:

Loina L. K. Perangin-angin, M.Si

_____________________________________________

Thesis Advisor

15 June 2020 Date

Dr. Nila K. Hidayat, S.E., M.M.

_____________________________________________

Dean

15 June 2020 Date

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Wulan Karnia Fitriani ABSTRACT

THE EFFECTIVENESS OF ADVERTISEMENT ON SOCIAL MEDIA TOWARDS PURCHASE DECISION AMONG STUDENTS IN TANGERANG (CASE STUDY

OF TASYA FARASYA ON MAKEOVER) By

Wulan Karnia Fitriani Loina L. K. Perangin-angin, M.Si

SWISS GERMAN UNIVERSITY

This study was conducted in finding out the effectiveness advertising on social media MakeOver ‘Beauty All Ways’ towards purchase decision (case study on Tasya Farasya). To fulfill this study, researcher used AISAS (Attention-Interest-Search- Action-Share) theory that can be concluded in this field of study. Moreover, this study uses quantitative research as the approach and purposive sampling was used. This study was conducted in Tangerang, with the help of 101 respondents which are the majority of female college students. The study is using questionnaire as a tool that have been distributed online. Thus, the data will be analyzed in SPSS version 25.0.

using the Pearson correlation test in order to get the results. The findings of this study shown that there is positive correlation between advertising on social media towards purchase decision and is to identify which stage of consumer behavior, the advertising will be most affective at Interest. Furthermore, these findings could be useful for further research about advertising on social media. Further research might be wider population and using other case study of social media advertising from any other industry in Indonesia.

Keywords: Advertising, Social Media, AISAS, MakeOver ‘Beauty All Ways’, Tasya Farasya.

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Wulan Karnia Fitriani DEDICATION

I dedicate this thesis to my family who I owe a lot throughout educational journey.

From the very beginning Papah, Mamah always thought me how to face the world especially when it comes to academical stuffs, expecting their kid to be as successful as they are, even more. This is one of the proofs that I can show you for now. I know

you guys will love me unconditionally.

Papah Mamah, I can’t thank you enough both for keep me alive and stabilized my journey from the day I was born till this second. I promise you the the best that I can

do, I am truly sorry if I ever disappoint you both. Just to let people know, that this study is fully dedicated to you both. My life will always goes right whenever I call Papah and Mamah. My heroes and my life inspiration. I love you both to the infinity

& beyond.

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Wulan Karnia Fitriani ACKNOWLEDGEMENTS

First thing to say is my deepest thank you to Allah SWT for always keeping me up everytime I get sad, I know His lead will never go wrong. “… And turn you all together in repentance to Allah.. all of you, Oh believers, that you may be successful”

(An-Noor 24:31)

1. Mamah, Papah, Aa, Dd, Teh Anggit, and of course Bria & my beloved nephew Aghfar may you rest in peace. All my foundation in my whole life.

My first go-to.

2. Muhammad Jordan Valentino Rickardo, thank you for always supporting through thick and thin and giving me the endless help doing my thesis. Hope you will be successful to be able to get your own favorite cars.

3. I would say thank you to every cat in my household. Cila, Nene, Cipluk, Puhi, Cati, Ucul. You guys are my stress relief when nobody was there for me.

4. Jeje, Sasa, Lita, Nunuy, Wildan, Ali, Putri, Surya, Rika thank you for bring me laughter in anxiety doing my thesis and this college journey. Thank you for being joyful.

5. All CommPR batch 2016! Calling you out for amazing 4 years with you guys, all the laughs, cries, and stress. You guys are amazing in your own way!

6. Thank you for all lecturers in COMMPR that taught me throughout 4 years.

Without you all, I can not step into this phase.

7. Lastly, I would say my gratitude to Ms. Loina L. K. Perangin-angin for giving me the best advisory throughout this journey. Without you, I wouldn’t be able to finish this study.

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Wulan Karnia Fitriani TABLE OF CONTENTS

Page

STATEMENT BY THE AUTHOR ... 2

ABSTRACT... 3

DEDICATION ... 5

ACKNOWLEDGEMEN TS ... 6

TABLE OF CONTENTS ... 7

LIST OF FIGURES ... 9

LIST OF TABLES ... 10

CHAPTER 1 - INTRODUCTION ... 12

1.1 Background ... 12

1.2 Research Problem ... 19

1.3 Research Objective ... 20

1.4 Research Question... 21

1.5 Significant of Study ... 21

1.6 Scope of Limitation... 21

CHAPTER 2 – LITERATURE REVIEW ... 22

2.1 Theoretical Background ... 22

2.1.2 Advertising... 22

2.1.2.1 Component of Advertising... 23

2.1.2.2 Advertising Through Social Media... 25

2.1.3 Online Marketing ... 26

2.2 Purchase Decision ... 27

2.2.1 Problem Recognition ... 28

2.2.2 Information Research ... 29

2.2.3 Evaluating Alternatives... 30

2.2.4 Purchasing Decision... 30

2.2.5 Post-Purchase ... 30

2.3 Beauty Vlogger ... 31

2.4 AISAS Theory... 32

2.5Framework Thinking... 34

2.6 Previous Study ... 35

CHAPTER 3 – RESEARCH METHODS ... 39

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3.3 Research Process... 40

3.4 Population and Sampling Method... 41

3.4.1 Population ... 41

3.4.2 Sampling Method ... 41

3.4.3 Sampling Size ... 42

3.5 Data Collection Techniques ... 43

3.5.1 Questionnaire Design ... 43

3.6 Data Analysis Technique ... 48

3.6.1 Reliability (Pre-Test)... 48

3.6.2 Validity (Pre-Test) ... 49

3.7 Variable Operationalization ... 50

3.8 Hypothesis... 52

CHAPTER 4 – RESULTS AND DISCUSSIONS... 54

4.1 Research Findings ... 54

4.1.1 Respondents’ Profile ... 54

4.1.2 Dimension of Advertisement ... 58

4.1.3 Dimension of AISAS ... 62

4.2 Reliability and Validity ... 67

4.2.1 Reliability... 67

4.2.2 Validity... 68

4.3 Hypothesis Testing... 70

4.3.1 Pearrson Correlation Test H1... 70

4.3.2 Pearrson Correlation Test H2... 71

4.4 Discussion ... 72

4.4.1 Component of MakeOver ‘Beauty All Ways’ Advertisement... 73

CHAPTER 5 – CONCLUSION AND RECCOMENDATIONS ... 76

5.1 Conclusion ... 76

5.2 Recommendations ... 77

REFERENCES ... 78

APPENDICES ... 81

CURRICULUM VITAE ... 97

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Wulan Karnia Fitriani LIST OF FIGURES

Figures Page

1. Social Media Platforms Data 2010 - 2019 ... 12

2. Internet Users Based on Ages (2018) ... 13

3. Advertisement Platform ... 14

4. Tasya Farasya’s MakeO ver Endorsement... 16

5. Tasya Farasya’s Citra Endorsement... 16

6. Tasya Farasya’s Natur-e Endorsement ... 17

7. Tasya Farasya’s in MakeO ver “Beauty All Ways” ... 18

8. Tasya Farasya’s YouTube Channel ... 19

9. Design The Message ... 24

10. Online Marketing Domains... 26

11. Buying Decision Process ... 27

12. AISAS Model... 33

13. Framework Thinking... 34

14. Research Process... 40

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Table Page

1. Previous Study ... 35

2. Questionnaire Design ... 43

3. Reliability (Pre-Test)... 48

4. Validity (Pre-Test) ... 49

5. Variable Operationalization ... 50

6. Hypothesis Testing... 53

7. Respondents’ Age ... 54

8. University... 55

9. Monthly Income ... 55

10. Internet Monthly Expenses ... 56

11. Social Media Daily Usage... 56

12. Instagram Daily Usage... 57

13. YouTube Daily Usage... 57

14. Message Content ... 58

15. Message Structure ... 59

16. Message Format ... 60

17. Message Source... 61

18. Attention... 62

19. Interest... 63

20. Search... 64

21. Action... 65

22. Share... 66

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23. Reliability of Advertisement Dimensions... 67

24. Reliability of Stages of Consumer Behavior ... 68

25. Validity of Advertisement Dimensions ... 69

26. Validity of Stages of Consumer Behavior ... 69

27. Hypothesis Testing #1... 70

28. Hypothesis Testing #2... 71