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
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