The Influence of Motivation to Watch YouTube Unboxing & Makeup Haul and The Mediating Role of Parasocial Interaction on Purchase Intention of Cosmetic Products in Women
Abstract
The objective of this study is to examine the underlying motivations of YouTube users who watch unboxing and makeup haul videos on Tasya Farasya's YouTube channel. Additionally, the study aims to investigate the influence of these motivations on the intention to purchase cosmetic products, with the role of parasocial interaction as a mediator. This study employs the Uses and Gratifications theory as its principal theoretical framework. The research method employed is that of explanatory quantitative analysis, with data obtained from 271 respondents through a Google Form online survey. The data analysis techniques employed included descriptive analysis, exploratory factor analysis, path analysis, and the Sobel test. The findings revealed that the primary motivation for viewing unboxing and makeup haul videos by Tasya Farasya was to seek information. Furthermore, the findings of this study suggest that the role of parasocial interaction serves as a mediator between viewing motivation and purchase intention with regard to cosmetic products among women. The findings of this study indicate that parasocial interaction plays a mediating role in the relationship between viewing motivation and purchase intention with regard to cosmetic products among women. However, the generalisation of the results of this study is limited to the context of Tasya Farasya's YouTube unboxing videos, which are dominated by representations of Generation Z. It would be beneficial for future research to use a larger and more diverse sample in order to gain a more comprehensive understanding of the population and the diversity of responses and perceptions from various audience groups.
References
1. Albab, M. (2013). Hubungan Motivasi dan Pola Menonton dengan Tingkat Kepuasan Pemirsa pada Program Berita Topik ANTV. Jurnal Komunikasi Pembangunan, 11(1), 1-21. DOI: 10.469 37/1120139069.
2. Angellina, F. & Junaidi, A. (2023). Pengaruh Personal Branding Beauty Influencer di Instagram terhadap Persepsi Followers. Kiwari, 2(3), 452-456. DOI: 10.24912/ki.v2i3.25887.
3. Anggriani, S., Husna, A., Juliani, R., & Fahrimal, Y. (2022). Pengaruh Terpaan Video Beauty Vlogger pada Kanal Youtube Tasya Farasya terhadap Perilaku Merias Wajah Mahasiswi Ilmu Komunikasi Universitas Teuku Umar. Jurnal Publish, 1(2), 70-175. DOI: 10.35 814/publish.v1i2.4098.
4. Anjani, S. & Irwansyah. (2020). Peranan Influencer dalam Mengkomunikasikan Pesan di Media Sosial Instagram. POLYGOT: Jurnal Ilmiah, 16(2). DOI: 10.19166/pji.v16i2.1929.
5. Astagini, F., Kaihatu, V., & Prasetyo, Y. D. (2017). Interaksi dan Hubungan Para sosial Dalam Akun Media Sosial Selebriti Indonesia. Communicology, 5(1) . DOI: 10.210/communicology. 051.05.
6. Bhattacharya, A. & Dhingra, P. M. (2023). YouTube “Unboxing:” An Influencer of Purchase Intent–A Quantitative Study. NMIMS, 31(3), 203-213. DOI: 10.1177/09711023231205509.
7. Faiqah, F., Nadjib, M., & Amir, A. S. (2016). Youtube Sebagai Sarana Komunikasi Bagi Komunitas Makassarvidgram. Jurnal Komunikasi KAREBA, 5(2), 259-272. DOI: 10.31947 /kjik.v5i2.1905.
8. Fang, L. & Jiang, Y. (2015). Persuasiveness of celebrity endorsed advertising and a new model for celebrity endorser selection. Journal of Asian Business Strategy, 5(8), 153-173. DOI: 10.18488/journal.1006/2015.5.8/1006.8.153 .173.
9. Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26. Semarang: Badan Penerbit Universitas Diponegoro.
10. Haridakis, P. & Hanson, G. (2009). Social Interaction and Co-Viewing With YouTube: Blending Mass Communication Reception and Social Connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335. DOI: 10.1080/08838150908270.
11. Lova, C. & Setiawan, T. S. (2020, Desember 13). Disebut sebagai Beauty Vlogger Termahal, Tasya Farasya: Follower Terbanyak. Kompas.com. Diakses pada 22 Oktober 2023, dari https://www. kompas.com/hype/read/2020 /12/13/203140466/disebut-sebagai-beauty-vlogger-termahal-tasya-farasya-follower-terbanyak.
12. Kaplan, A. & Haenlein, M. (2010). Uses of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. DOI: 10.1016/j.bu shor.2009.09.003.
13. Kemp, S. (2023, 9 Februari). Digital 2023: Indonesia. Datareportal. Diakses pada 20 Oktober 2023, dari https://datareportal. com/reports/digital-2023-indonesia.
14. Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 66(1), 236-247. DOI: 10.1016/j.chb.2016 .09.024.
15. Kim, H. (2020). Unpacking Unboxing Video-Viewing Motivations: The Uses and Gratifications Perspective and the Mediating Role of Parasocial Interaction on Purchase Intent. Journal of Interactive Advertising, 20(3), 196-208. DOI: 10.108 0/15252019.2020.1828202.
16. Ko, H., Cho, C., & Roberts, M. S. (2012). Internet Uses and Gratifications: A Structural Equation Model of Interactive Advertising. Journal of Advertising, 34(2), 57-70. Diakses dari https://www.jstor. org/stable/4189297.
17. Kompas. (2024, Januari 15). Survei: Perempuan Suka Menggunakan Makeup Simpel dan Cocok dengan Merek Lokal. Lifestyle Kompas. Diakses pada 25 Juni 2024, dari https://lifestyle.kompas.com /read/2024/01/15/224849820/survei-perempuan-indonesi a-suka-menggunakan-makeup-simpel-dan-cocok-dengan.
18. Hawila. R. (2017). Analisa Pengaruh Marketing Communication terhadap Purchase Intention Dimediasi oleh Brand Image Pada Produk LCV PT Astra International TBK - ISUZU. Jurnal Strategi Pemasaran, 5(1). Diakses dari https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/6307.
19. Hendro, H. & Keni, K. (2020). eWOM dan Trust sebagai Prediktor terhadap Purchase Intention: Brand Image sebagai Variabel Mediasi. Jurnal Komunikasi, 12(2), 298-310. DOI: 10.24912/jk/vl2i 2.7760.
20. Lathif, A. & Sugandi, M. S. (2020). Motif dan Kepuasan Pengguna Website Informasi Berbasis User Generated Content (UGC) pada Website ZOM ATO.COM. Performance, 27(1), 01-11. DOI: 10.20884/1.JP.2020.27.1.162 3.
21. Lee, M. & Lee, H. (2021). Do Parasocial Interactions and Vicarious Experiences in the Beauty YouTube Channels Promote Consumer Purchase Intention? Internatio nal Journal of Consumer Studies, 46(1), 235-248. DOI: 10.1111 /ijcs.12667.
22. Lee, J. E. & Watkins, B. (2016). YouTube Vloggers’ Influence on Consumer Luxury Brand Perceptions and Intentions. Journal of Business Research, 69(12), 5753-5760. DOI: 10.1016/j.jbusres.2016.04.171.
23. Li, Y., dan Peng, Y. (2021). Influencer marketing: Purchase intention and its antecedents. Marketing Intelligence and Planning, 39(7), 960–978. DOI: 10.11 08/MIP-04-2021-0104.
24. Ligariaty, Y. & Irwansyah. (2021). Narasi Persuasi Social Media Influencer dalam Membangun Konsep Kecantikan dan Kepercayaan Diri. Jurnal Pustaka Komunikasi, 4(2), 173-186. Diakses dari https://journal.moestopo.ac.id/in dex.php/pustakom/article/view/1495.
25. McQuail, D. (2010). McQuail’s mass communication theory (6th ed). Los Angeles, London, New Delhi, Singapore, Washington DC: SAGE Publications.
26. Mowlabacus, S. (2018). ‘Let’s Get This Thing Open’: The Pleasures of Unboxing Videos. European Journal of Cultural Studies, 23(4), 564-579. DOI: 10.1177/13 67549418810098.
27. Oh, S. & Syn, S. Y. (2015). Motivations for sharing information and social support in social media: A comparative analysis of Facebook, Twitter, Delicious, YouTube, and Flickr. JASIST, 66(10), 2045-2060. DOI: 10.1002/asi.23320.
28. Penttinen, V., Ciuchita, R., & Caic, M. (2022). YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews. Journal of Interactive Marketing, 57(4), 561-582. DOI:10.1177/1094 9968221102 825.
29. Pornsakulvanich, V. & Tognok, T. (2022). The influence of social media motivation and parasocial interaction on attitudinal and behavioral engagement among social media users. Humanities, Art, and Social Sciences Studies, 22(2), 438-451. Diakses dari https://so02.tcithaijo.org/index.php/hasss/article/view/243373.
30. Regueira, U., Alonso-Ferreiro, A., & Da-Vila, S. (2020). Women on YouTube: Representation and participation through the Web Scraping technique. Comunicar, 63(28), 31-40. DOI: 10.3916/C63-2020-03.
31. Setyawan, S. & Putra, R. A. (2022). Motivasi Subscriber dalam Menonton Channel Youtube Gadgetin. Perspektif Komunikasi, 6(1), 123-128. Diakses dari https://jurnal.umj.ac.id/index.php/perspektif/article/view/13171.
32. Sokolova, K. & Kefi, H. (2020). Instagram and YouTube Bloggers Promote It, Why Should I Buy? How Credibility and Parasocial Interaction Influence Purchase Intentions. Journal of Retailing and Consumer Service, 53, 1-9. DOI: 10.1016 /j.jret.conser.2019.01.011.
33. Sundar, S. S. & Limperos, A. M. (2013). Uses and Grats 2.0: New Gratifications for New Media. Journal of Broadcasting & Electronic media, 57(4), 504-525. DOI: 10.1080/08838151.2013.845827.
34. Watie, E. D. S. (2011). Komunikasi dan Media Sosial. THE MESSENGER, 3(1), 69-75. DOI: 10.26623/themessenger.v3i2.270.
35. Wei, X., Chen, H., Ramirez, A., Jeon, Y., & Sun, Y. (2022). Influencers As Endorsers and Followers As Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Follower’ Identifications on Consumer-Brand Engagement. Journal of Interactive Advertising, 22(3), 269-288. DOI: 10.1080/15252019.2022.2116963.
36. Yuan, S. & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 20(2), 133-147. DOI: 10.1080/1525019.2020.1769514.
Authors
[1]
“The Influence of Motivation to Watch YouTube Unboxing & Makeup Haul and The Mediating Role of Parasocial Interaction on Purchase Intention of Cosmetic Products in Women”, Soc. sci. humanities j., vol. 8, no. 10, pp. 5411–5426, Oct. 2024, doi: 10.18535/sshj.v8i10.1392.
This work is licensed under a Creative Commons Attribution 4.0 International License.