Proceedings of the Conference on Digital Humanities 2022 (CODH 2022)

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Hashtag #MakeUpReview: The Searchable Words Used in Online Review on Purchasing Decision in Indonesia

Authors
Nia Kurniasih1, *, N. Iis Kurnia2, Sutiadi Rahmansyah1, M. Chika Wulan2
1Institut Teknologi Bandung, Bandung, Indonesia
2Telkom University, Bandung, Indonesia
*Corresponding author. Email: nia.kurniasih@itb.ac.id
Corresponding Author
Nia Kurniasih
Available Online 1 February 2023.
DOI
10.2991/978-2-494069-69-5_17How to use a DOI?
Keywords
hashtag; online review; consumers’ purchase decision; products; Instagram
Abstract

This study discusses one of the mostly used ways of searching information on the Internet, hashtag (#) on the social media, Instagram. This semiotic phenomenon is measured and analyzed quantitatively to answer the research question about the correlation between use of hashtags and consumers’ purchasing decision. Data in this study were collected by distributing questionnaires to 60 women who are Instagram social media users that have used hashtags to look for reviews of cosmetic products. The result shows a positive influence from online review through the hashtag #MakeUpReview on Instagram affects the consumers’ decision to purchase cosmetic products in Indonesia. It also shows that the greater the benefits, convenience, and control indicated by the online review of the cosmetic products through the hashtag #MakeUpReview, the more likely consumers will buy the cosmetic products.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Conference on Digital Humanities 2022 (CODH 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 February 2023
ISBN
10.2991/978-2-494069-69-5_17
ISSN
2352-5398
DOI
10.2991/978-2-494069-69-5_17How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nia Kurniasih
AU  - N. Iis Kurnia
AU  - Sutiadi Rahmansyah
AU  - M. Chika Wulan
PY  - 2023
DA  - 2023/02/01
TI  - Hashtag #MakeUpReview: The Searchable Words Used in Online Review on Purchasing Decision in Indonesia
BT  - Proceedings of the Conference on Digital Humanities 2022 (CODH 2022)
PB  - Atlantis Press
SP  - 195
EP  - 205
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-69-5_17
DO  - 10.2991/978-2-494069-69-5_17
ID  - Kurniasih2023
ER  -