PERSEPSI MAHASISWA TERHADAP CITRA MEREK OLEH CELEBRITY ENDORSER MELALUI AKUN INSTAGRAM (Studi Kualitatif Persepsi Mahasiswa Ilmu Komunikasi FISIP UNS Angkatan 2014 Terhadap CItra Merek Wardah Cosmetics Oleh Celebrity Endorser Melalui Akun Instagram @dianpelangi

Nadintya, Clara (2018) PERSEPSI MAHASISWA TERHADAP CITRA MEREK OLEH CELEBRITY ENDORSER MELALUI AKUN INSTAGRAM (Studi Kualitatif Persepsi Mahasiswa Ilmu Komunikasi FISIP UNS Angkatan 2014 Terhadap CItra Merek Wardah Cosmetics Oleh Celebrity Endorser Melalui Akun Instagram @dianpelangi. Other thesis, Universitas Sebelas Maret.

[img] PDF - Published Version
Download (1003Kb)

    Abstract

    Companies nowadays use public figure as a communicator to advertise and promote their products to societies, that is commonly called endorsement. Wardah Cosmetics, one of the most reputable brand in Cosmetics companies, use endorsement as their way to advertise and they chose Dian Pelangi as their celebrity endorser. Advertising through social media platform is currently considered as an effective and efficient way so that this endorsement is done through social media along with Instagram account of @dianpelangi which has numerous number of followers and mostly women, as it ambassador. This research aims to find out how is the perception of Communication Science FISIP UNS year of 2014 students about the brand image of Wardah Cosmetics formed by @dianpelangi Instagram account’s feed. To support its purpose, a theory from Mowen and Minor said that attitude towards advertisment affect the attitude towards the brand (Mowen and Minor, 2002:378). The ads that was advertised by Dian Pelangi on her posts in Instagram forms a statement of attitude that influenced by consumer’s perception towards ads. The method use in this research is descriptive qualitative method. Data is collected through interview and the results has been analyzed using interactive analysis and then tested using source triangulation technique. This research use purposive sampling technique with 5 respondents that has fulfilled these characteristics : student of Communication Science FISIP UNS year of 2014 which actively use Instagram, follow @dianpelangi’s Instagram account, and use Wardah Cosmetics in their daily life. Based on the results of the research, celebrity endorser characteristics can affect student’s perception towards Wardah Cosmetics’ brand image. Finding from this research reveal the female student have good perception towards Wardah Cosmetics’ brand image that they got from @dianpelangi’s posts on Instagram. The respondents see @dianpelangi’s post as informative and interesting to her followers so they gave positive responses through likes and comments on the uploaded contents. Dian Pelangi also have characteristics that can convince her followers about the credibility of Wardah Cosmetics’ products by her good quality both physically and personality, her experience, knowledge, and her achievement in particular field. Keyword : perception, brand image, celebrity endorser, Instagram

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Fakultas Ilmu Sosial dan Politik
    Fakultas Ilmu Sosial dan Politik > Ilmu Komunikasi
    Depositing User: Fransiska Meilani f
    Date Deposited: 23 Jan 2018 00:01
    Last Modified: 23 Jan 2018 00:01
    URI: https://eprints.uns.ac.id/id/eprint/39317

    Actions (login required)

    View Item