YouTube Ads Effectiveness: Correlation between Tasya Farasya's Credibility and Maybelline Product Reviews

Authors

  • Triana Putri Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Satya Negara Indonesia Jln. Arteri Pondok Indah No.11, Jakarta Selatan 12240
  • Muhammad Rayhan Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Satya Negara Indonesia Jln. Arteri Pondok Indah No.11, Jakarta Selatan 12240
  • Rustono Farady Marta Universitas Satya Negara Indonesia http://orcid.org/0000-0002-2282-4081
  • Rosmalia Ahmad Program Studi Komunikasi Pembangunan Pertanian dan Pedesaan, Fakultas Ekologi Manusia, IPB University Jalan Raya Dramaga, Babakan, Kecamatan Dramaga, Kabupaten Bogor 16680
  • Maria Harliyono Program Studi Doktor Psikologi, Fakultas Psikologi, Universitas Katolik Indonesia Atma Jaya Jln. Jenderal Sudirman No.51, Jakarta Selatan 12930

DOI:

https://doi.org/10.56873/jimk.v9i1.307

Keywords:

Advertising Effectiveness, Source Credibility, Influencers, Marketing Communication

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.

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Author Biography

  • Rustono Farady Marta, Universitas Satya Negara Indonesia
    Dr. Rustono Farady Marta, S.Sos., M.Med.Kom (蔡益安) or familiarly called "Frad". Obtained his bachelor degree in Communication Science at Universitas 17 Agustus 1945 Surabaya, then completed his Master's Degree in Post-Graduate Program of Media & Communication at Universitas Airlangga. Achievements in the field of research have been engraved when won the Best III at the Indonesia Media Research Awards and Summit (IMRAS) in 2014 (social media category) and the year 2015 (online media category). In 2016 received a Research Lecturer Scholarship from Tempo Institute, while 2017 awarded for National Research Grant for Dissertation by Ministry of Research, Technology and Higher Education Republic of Indonesia. To complete the study of Doctoral degree in Communication Sciences at Universitas Indonesia. He is a visiting assistant professor at the Faculty of Psychology at Atma Jaya Catholic University of Indonesia and Vice Rector of  Student Affairs, Alumni, and Partnership at Universitas Satya Negara Indonesia. The specialties of Frad are the identity studies and communication media sciences. He also focuses on the development of a scientific journal by the Indonesian Communication Science Journal Publishers Association (APJIKI) Other matters relating to the research track record can be viewed in full through SINTA ID: 259075, Scopus Author ID: 57211404689, http://orcid.org/0000-0002-2282-4081, also accessible on: https://www.researchgate.net/profile/Rustono_Marta?ev=hdr_xprf

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Published

2024-07-20

Issue

JIMK Vol. 9 No. 1, Bulan Juni 2024

Section

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How to Cite

Putri, T., Rayhan, M., Marta, R. F., Ahmad, R., & Harliyono, M. (2024). YouTube Ads Effectiveness: Correlation between Tasya Farasya’s Credibility and Maybelline Product Reviews. Jurnal Ilmiah Multimedia Dan Komunikasi, 9(1), 38-50. https://doi.org/10.56873/jimk.v9i1.307

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