WEBSITE DAN KEPUTUSAN PEMBELIAN (Studi Deskriptif Kualitatif Mengenai Pemanfaatan Review di Femaledaily.com dalam Keputusan Pembelian dan Penggunaan Kosmetik Korea di UNS Solo)

KHOIRUNNISA, AROFAH (2018) WEBSITE DAN KEPUTUSAN PEMBELIAN (Studi Deskriptif Kualitatif Mengenai Pemanfaatan Review di Femaledaily.com dalam Keputusan Pembelian dan Penggunaan Kosmetik Korea di UNS Solo). Other thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRACT Arofah Khoirunnisa D0213015, WEBSITE AND DECISION OF PURCHASE (Qualitative Descriptive Study on Utilization of Review at Femaledaily.com in Korean Cosmetic Purchase Decision and Use in UNS Solo). Department of Communication Studies , Faculty of Social and Political Sciences, Sebelas Maret University Surakarta, 2017. Cosmetics was originally used by the Egyptians to remove body odor by using perfume. As the era progressed, cosmetics became a sought after item and used to cover the body parts that felt less even to beautify themselves. With the development of the internet, information about cosmetics to be easy to find, one with a review that contains various details about a product. Products from Korea became one of the popular products of recent years along with booming K-pop music, Korean dramas, variety shows, and more. Korea became one of the beauty leader in Asia because of the captivating looks of its famous celebrities with white and clean faces. The use of Korean cosmetics or skincare is also favored because of the many variants of products produced by many brands so the choice to treat faces is also varied. This study aims to determine how the use of reviews that exist in Femaledaily in purchasing decisions and use of Korean cosmetics by the readers. This type of research is qualitative by using descriptive analysis method. Sampling technique used is purposive sampling. Data were obtained from interviews with Korean cosmetic users and readers reviews at Femaledaily.com. The concept used is the concept of purchasing decisions which before the purchase activities of a consumer product through the stages of the introduction of problems, information search, alternative evaluation, purchasing decisions, and post-purchase evaluation. Found reviews are used by readers to find information about a product because of the experience of people who have previously used a product. A positive review becomes a booster for readers to buy a product, whereas a moderate and negative review makes the reader search for more information, still trying out of curiosity, even will not buy the product. They still use local and Korean products for daily use to complement each other. Keywords: reviews or reviews, consumer behavior, purchasing decisions, femaledaily.com

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HM Sociology
    Divisions: Fakultas Ilmu Sosial dan Politik
    Fakultas Ilmu Sosial dan Politik > Ilmu Komunikasi
    Depositing User: Fransiska Meilani f
    Date Deposited: 12 May 2018 15:57
    Last Modified: 12 May 2018 15:57
    URI: https://eprints.uns.ac.id/id/eprint/40998

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