ANALISIS PENGGUNAAN CELEBRITY ENDORSER DEWI SANDRA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

TAMARA, MAYRA (2019) ANALISIS PENGGUNAAN CELEBRITY ENDORSER DEWI SANDRA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The dominance of foreign products in the local market, the Wardah brand is the only product that has a strong dominance among other local brands. Wardah with the halal brand managed to become a product that was quite popular in Indonesia. One way that the audience is interested in paying attention and receiving messages from an advertisement is by using celebrity figures as advertising stars, also known as celebrity endorsers. Through the use of celebrity endorsers, marketers can also differentiate with other products on the market. Wardah advertisements published via TVC. TV Commercial or abbreviated as TVC is an acronym that defines a publication in electronic media in the form of advertisements and film-based advertisements. Advertising is a range of television programs that are produced and paid for by an organization, which deliver messages, usually to market products or services. Celebrity endorsers in this study consisted of: Trustworthiness, Expertise, Attractiveness, Respect, and Similarity. While purchasing decisions consist of: cognitive state, affective state, creative state This study uses an explanatory type using a quantitative approach. This study describes celebrity endorser Dewi Sandra against Wardah cosmetics purchasing decisions in the Public Relations class of 2014 students. The method used is a survey method with a population of 140 students and a total sampling withdrawal of 59 people from the results of Yamane formula calculations and accompanied by simple linear regression analysis technique. The results showed that it was 62.5% where the celebrity endorser had an effect on Wardah's cosmetic purchasing decisions. Keywords: Celebrity Endorser, Purchasing Decision Di tengah dominasi produk luar negeri di pasar lokal, brand Wardah menjadi satu-satunya produk yang memiliki dominasi kuat diantara brand-brand lokal lainnya. Wardah dengan brand halal berhasil menjadi produk yang cukup populer di Indonesia. Salah satu cara agar audience tertarik untuk memperhatikan dan menerima pesan dari sebuah iklan yaitu dengan menggunakan sosok selebriti sebagai bintang iklan yang disebut juga sebagai celebrity endorser. Melalui penggunaan celebrity endorser, pemasar sekaligus dapat melakukan pembedaan dengan produk lainnya yang ada di pasar. Iklan Wardah yang di publis melalui TVC. TV Commercial atau disingkat TVC adalah sebuah akronim yang mengartikan suatu publikasi di media elektronik dalam bentuk iklan dan iklan berbentuk film. Iklan adalah rentang waktu program televisi yang diproduksi dan dibayar oleh sebuah organisasi, yang menyampaikan pesan, biasanya untuk memasarkan produk atau jasa. Celebrity endorser pada penelitian ini terdiri dari: Trustworthiness, Expertise, Attractiveness, Respect, dan Similarity. Sedangkan keputusan pembelian terdiri dari: cognitive state, affective state, creative state Penelitian ini menggunakan tipe eksplanatif dengan menggunakan pendekatan kuantitatif. Penelitian ini menggambarkan celebrity endorser Dewi Sandra terhadap keputusan pembelian Wardah kosmetik di lingkungan mahasiswa Public Relations angkatan 2014. Metode yang digunakan adalah metode survey dengan jumlah populasi 140 mahasiswa dan total penarikan sampling sebanyak 59 orang dari hasil perhitungan rumus Yamane dan disertai teknik analisis regresi linear sederhana Hasil penelitian menunjukan bahwa sebesar 62, 5% dimana celebrity endorser berpengaruh terhadap keputusan pembelian kosmetik Wardah. Kata kunci: Celebrity Endorser, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FK/PR. 19 104
NIM: 44214010062
Uncontrolled Keywords: Celebrity Endorser, Keputusan Pembelian
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Oct 2019 02:24
Last Modified: 23 Oct 2019 04:45
URI: http://repository.mercubuana.ac.id/id/eprint/51390

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