hubungan antara daya tarik penggunaan fashion blogger“diana jo” sebagai endorser dengan minat beli perhiasan produk adelle jewellery oleh anggota komunitas ootd indo yang mengakses instagram periode juni-oktober 2015

Liana, Liana (2016) hubungan antara daya tarik penggunaan fashion blogger“diana jo” sebagai endorser dengan minat beli perhiasan produk adelle jewellery oleh anggota komunitas ootd indo yang mengakses instagram periode juni-oktober 2015. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era globalisasi ini, penggunaan internet untuk media sosial sangatlah tinggi. Salah satu media sosial yang banyak diminati masyarakat adalah Instagram. Persaingan yang ketat dalam bisnis pun membuat perusahaan Adelle Jewellery untuk mencoba mempromosikan produk perhiasannya dengan menggunakan fashion blogger sebagai endorser melalui media sosial Instagram. Penelitian ini bertujuan untuk mengetahui sejauh mana hubungan antara daya tarik fashion blogger “Diana Jo” sebagai endorser dengan minat beli perhiasan Adelle Jewellery oleh anggota komunitas OOTD INDO yang mengakses Instagram periode Juni-Oktober 2015. Peneliti akan menggunakan model AIDA sebagai alat ukur dengan tiga tahapan (attention, interest, dan desire). Metode yang digunakan adalah survey deskriptif, dengan membagikan kuesioner kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa penggunaan fashion blogger “Diana Jo” sebagai endorser belum terlalu efektif dalam mendorong minat beli perhiasan Adelle Jewellery. Hal tersebut dipengaruhi oleh persepsi masyarakat bahwa perhiasan merupakan barang yang tergolong mahal. / In this globalization era, the use of internet for social media is rapidly increasing. One of the most frequent used social media is Instagram. Intense competition in business has trigger Adelle Jewellery Company to develop promotion offers by using fashion blogger as endorser through social media Instagram. This study aims to determine the relation between attraction of fashion blogger “Diana Jo” as an endorser toward the desire to buy Adelle Jewellery’s product among OOTD INDO community members that access Instagram during June-October 2015. AIDA Model will be used by the author to measure the three stages (attention, interest, and desire). The method that has been used is descriptive survey by distributing questionnaires to 100 respondents were selected by purposive sampling technique. The result showed that the used of fashion blogger “Diana Jo” as endorser doesn’t give a big impact in encourage the desire to buy Adelle Jewellery’s product among OOTD INDO community members. Respondent’s perception of jewellery is a very expensive goods that influence their desire.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Liana, LianaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorEmrus, EmrusUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: attraction ; endorser ; desire to buy
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:05
Last Modified: 06 Nov 2018 08:57
URI: http://repository.uph.edu/id/eprint/1033

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