HUBUNGAN ANTARA PENGGUNAAN CELEBRITY ENDORSER PADA IKLAN BEAUTY PRODUCT DENGAN PEMBENTUKAN BODY IMAGE KONSUMEN REMAJA PEREMPUAN

Susan Mintaraga

Sari


Adolescent have a sense of dissatisfaction and have lessof the confidence in them body image. Adolescent use their ways to transform their appearance that considered unsatisfying. Beauty products is one of alternative for adolescent to improve them look, like a skin care, hair care, nail care, and make up. Currently, beauty products become one of the need and must be met by adolescent, especially young girls. The needs for the beauty products be used as by companies to develop their businesses. The company trying to attract the attention of consumers, so that the adolescent are increasingly interested to using beauty products. Advertising is the one of techniques in the promotional marketing. With the advertising, company can introduce, promotion, persuade, and give the information the product to consumer (the adolescent, especially young girls). In the advertising, use of celebrity endorseris expected toattract more consumers to buy the dangusing beauty products. In addition to attract customers, the use of celebrity endorser in advertisements can change consumer behavior toward body image among girls has. Appearence attractive celebrity endorsea shaving a perfect body shape, a beautiful face, and white skin causing consumer desire to becomes like their idols, even they will make every effort to have the appearance and use whatever is used by celebrity endorser.


Kata Kunci


Celebrity Endorser; Beauty Product; Body Image; Consumers; Adolescent

Teks Lengkap:

PDF

Referensi


Aprilia, D. R. 2005. Iklan Dan Budaya Popular: Pembentukan Identitas Ideologis Kecantikan Perempuan Oleh Iklan (Analisis Semiotika Iklan Cetak Wrp Body Shape & Prolene), Jurnal Ilmu Komunikasi 1.2: 42

Assael, Hendry. 2001. Consumer Behavior and Marketing Action. 6th ed, Asian Book s Pvt Ltd.

Atwater, E. & Karen, G. D .2005.. Psychology for living (adjustment, growth and behaviour today). Jilid 8. New Jersey : Pearson Prentice Hall,

Corsini, R. 1994. Encyclopediaof psychology. 2nd ed.New York : McGraw-Hill

Darmansyah, Salim, M. &Bachri, S. 2014. Pengaruh Celebrity Endorser terhadap Keputusan Pembelian Produk di Indonesia (Penelitian Online), Jurnal Aplikasi Manajemen, 12.2: 230-231.

Hagijanto, A. D. 2000. Figur Wanita Sebagai Penarik Pandang dalam Iklan, Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain, 2.1: 3.

Henggaryadi, G. 2012. Hubungan antara Body image dengan harga Diri pada Remaja Pria yang Mengikuti Latihan Fitness/Kebugaran, 3. Retrieved from: http://www.gunadarma.ac.id/library/articles/graduate/psychology/2009/Artikel_10504063.pdf

Hurlock, E. B. 1980. Psikologi Perkembangan, Suatu Pendekatan Sepanjang Rentang, Kehidupan . Terjemah: Istiwidayanti dan Soejarwo. Jakarta : Erlangga

Kweldju, S.2001. Keberwacanaan Visual : Mencermati Peran Perempuan dalam Iklan. Jurusan Desain Komunikasi Visual, Fakultas Seni dan Desain –Universitas Kristen Petra, 3.2: 168

Lee, M. 2004. Prinsip‐prinsip Periklanan dalm Perspektif Global. Jakarta : Prenada Media

Ohanian, R. 1991. The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research.

Papalia, D.E. 2003. Human development. 9th ed. New York : McGraw-Hill

Peter & Olson. 2005. Consumer Behavior & Marketing Strategy. 7th ed, McGrawHill/ Irwin.

Santrock, John W. 2003. Adolesence: Perkembangan remaja. 6th ed. Jakarta : Erlangga

Sarwono, S. 2001.Teori-Teori Psikologi Sosial. Jakarta : CV Rajawali

Shimp, T.A. 2003. Periklanan Promosi, Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta : Erlangga

Shimp, T.A. 2010. Advertising, Promotion, & other aspects of Interated Marketing Communication, 8th, Ohio : South-Western Cengage Learning

Suhandang. 2005. Periklanan Manajemen, kiat dan Strategi. Bandung : Nuansa

Thompson, J. K, Leslie, J, Heinberg, Altabe, Mdan Stacey T. D. 1999. Exacting Beauty, , Washington : American Psychological Association

Wells, W, Burnett, J dan Moriaty, S. 1988. Advertising Principle and Practice. , New Jersey : Pearson Prentice Hall.


Refbacks

  • Saat ini tidak ada refbacks.