PENGARUH CITRA PERSONAL PEVITA PEARCE SEBAGAI BRAND AMBASSADOR TERHADAP CITRA MEREK KOSMETIK MAYBELLINE

MAHARANI, VEDA OCVIRA (2021) PENGARUH CITRA PERSONAL PEVITA PEARCE SEBAGAI BRAND AMBASSADOR TERHADAP CITRA MEREK KOSMETIK MAYBELLINE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The cosmetic industry is currently experiencing a very rapid growth, because make up is something that is needed by women. all make-up companies are competing in creating a product, there are lots of make-up products on the market, one of those are Maybelline. To face the intense competition, Maybelline attracted Pevita Pearce as a brand ambassador in order create positive public opinion on the brand image of Maybelline. So, what is the extent of pevita pearce personal image to Maybelline cosmetic brand image. This research was conducted to determine the extent of the influence of Pevita Pearce’s Personal Image as a Brand Ambassador to Maybelline’s Cosmetic Brand Image. This Research uses a quantitative approach with a survey method. The population in this study were students of the Faculty of Communication Sciences 2016-2019 University of Mercu Buana. Totaling of this Study was 721 and the sample was 257 female students. The Results of this research discusses the effect of personal image of pevita on the brand image of Maybelline’s cosmetics which is obtained from a distributed questionnaire. That way the researcher is able to get an answer/description about the effect of the personal image of pevita on the brand image of Maybelline’s Cosmetics. The conclusion in this study is that there is an effect of pevita’s personal image as a brand ambassador on the brand image of Maybelline’s Cosmetics by 43,2% and 56,8% is influenced by factors not examined in this study. Keywords: Personal Image, Brand Image, Brand Ambassador, Pevita Pearce, Maybelline. Industri kosmetik pada saat ini sedang mengalami pertumbuhan yang sangat pesat, dikarenakan make up menjadi sesuatu yang dibutuhkan oleh para wanita, maka semua perusahaan make up berlomba-lomba dalam menciptakan suatu produk, banyak sekali produk-produk make up yang beredar dipasaran, salah satunya Maybelline. Untuk menghadapi adanya persaingan yang ketat, Maybelline menarik Pevita Pearce sebagai brand ambassador guna mewujudkan adanya opini publik yang positif terhadap citra merek maybelline. Makadari itu sejauhmana kah citra personal pevita pearce terhadap citra merek kosmetik Maybelline. Penelitian ini dilakukan untuk dapat mengetahui sejauhmanakah Pengaruh Citra Personal Pevita Pearce sebagai Brand Ambassador terhadap Citra Merek Kosmetik Maybelline. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah mahasiswi Fakultas Ilmu Komunikasi Universitas Mercu Buana angkatan 2016-2019 yang berjumlah 721 dan telah dihitung dengan sampel menjadi 257 mahasiswi. Hasil dari penelitian ini membahas tentang pengaruh citra personal pevita terhadap citra merek kosmetik Maybelline yang didapatkan dari kuesioner yang telah disebar. Dengan begitu peneliti mampu memperoleh jawaban/gambaran mengenai pengaruh citra personal pevita terhadap citra merek kosmetik Maybelline. Kesimpulannya pada penelitian ini menghasilkan ada pengaruh citra personal pevita sebagai brand ambassador terhadap citra merek kosmetik maybelline sebesar 43,2% dan 56,8% dipengaruhi oleh faktor-faktor yang tidak diteliti dalam penelitian ini. Kata Kunci: Citra Personal, Citra Merek, Brand Ambassador, Pevita Pearce, Maybelline

Item Type: Thesis (S1)
NIM/NIDN Creators: 44216010120
Uncontrolled Keywords: Citra Personal, Citra Merek, Brand Ambassador, Pevita Pearce, Maybelline
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Mar 2022 02:35
Last Modified: 16 Mar 2022 02:35
URI: http://repository.mercubuana.ac.id/id/eprint/58052

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