| dc.contributor |
|
|
| dc.contributor |
|
|
| dc.creator |
Dewi, Yuni Trianggita |
|
| dc.creator |
Kurniadi, Oji |
|
| dc.date |
2017-08-10 |
|
| dc.date.accessioned |
2019-09-12T02:35:46Z |
|
| dc.date.available |
2019-09-12T02:35:46Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/7301 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/23155 |
|
| dc.description |
At the beginning of its emergence, Wardah has a Muslim market segment that using "inspiring beauty" theme and the "earth, love, life" for product philosophy. Wardah hopes can inspire Indonesian women to find their own beauty by using the halal and safe products to get their beauty an ability to give a positive impact on the environment. In its development, Wardah used Tatjana Saphira as a Testimonial Device to change the consumer's view of Wardah's cosmetic product that especially impressive for adult women. With this strategy, Wardah managed to change the market segment, so now Wardah's products are not only used by Muslim women and women , but also used by all type of the segment like non-Muslim or adolescent. This study aims to explain the importance of use character/advertising model to attract buying interest, especially in using of Tatjana as a testimonial device in wardah advertising. In conducting the research, the researcher used a type of descriptive-quantitative research approach by taking the population of Faculty of Communication Science students from Bandung Islamic University (UNISBA) 2014, where the number of samples used for the study amounted to 78 respondents. The results of this research prove that the use of the character/advertising model in attracting interest is important, where we can see that Tatjana Saphira which has four aspects of VisCap Theory; Visibility, Credibility, Attraction, and Power (Rossiter & Percy, 1997: 293) that can attract the Buying Interest of student from faculty of Communication Science, UNISBA 2014 to Wardah products. |
|
| dc.description |
Pada awal kemunculannya, Wardah memiliki segmen pasar muslimah dengan mengusung tema “inspiring beauty” dan filosofi produk yaitu “earth, love, life”, Wardah berharap dapat menginsiprasi wanita Indonesia dalam menemukan keindahan diri dengan menggunakan produk yang halal dan aman agar keindahan diri yang didapatkan mampu memberikan dampak positif pada lingkungan sekitar. Dalam perkembangannya, Wardah menggunakan Tatjana Saphira sebagai Testimonial Device untuk mengubah pandangan konsumen terhadap produk kosmetik Wardah yang terkesan khusus untuk wanita dewasa. Dengan strategi tersebut, Wardah berhasil mengubah pandangan khalayak sehingga produk Wardah kini tidak hanya digunakan oleh kaum muslimah dan wanita dewasa saja, melainkan digunakan pula oleh seluruh kalangan, baik itu non muslim ataupun remaja.Penelitian ini bertujuan untuk menjelaskan seberapa penting penggunaan tokoh/model iklan dalam menarik minat beli, khususnya penggunaan tatjana sebagai testimonial device dalam iklan wardah. Dalam melakukan penelitian, peneliti menggunakan jenis pendekatan penelitian deskriptif-kuantitatif dengan mengambil populasi dari mahasiswa Fikom Unisba 2014, dimana jumlah sampel yang digunakan untuk penelitian berjumlah 78 responden. Hasil penelitian ini membuktikan bahwa penggunaan tokoh/model iklan dalam menarik minat beli ialah penting, dimana terlihat Tatjana Saphira yang memiliki ke empat aspek dari Teori VisCap (Rossiter & Percy, 1997: 293), yakni Visibility, Credibility, Attraction, dan Power dapat menarik Minat Beli mahasiswa fakultas Ilmu Komunikasi UNISBA 2014 terhadap produk Wardah. |
|
| dc.format |
application/pdf |
|
| dc.language |
ind |
|
| dc.publisher |
Prosiding Hubungan Masyarakat |
|
| dc.publisher |
Prosiding Hubungan Masyarakat |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/7301/pdf |
|
| dc.rights |
Copyright (c) 2017 Prosiding Hubungan Masyarakat |
|
| dc.source |
Prosiding Hubungan Masyarakat; Vol 3, No 2, Prosiding Hubungan Masyarakat (Agustus, 2017); 515-524 |
|
| dc.source |
Prosiding Hubungan Masyarakat; Vol 3, No 2, Prosiding Hubungan Masyarakat (Agustus, 2017); 515-524 |
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| dc.source |
2460-6510 |
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| dc.subject |
Hubungan Masyarakat |
|
| dc.subject |
Testimonial Device, Advertising of Wardah, Buying interest |
|
| dc.subject |
Hubungan Masyarakat |
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| dc.subject |
Testimonial Device, Iklan Wardah, Minat Beli |
|
| dc.title |
|
|
| dc.title |
Penggunaan Tatjana Saphira sebagai Testimonial Device Iklan Wardah dalam Menarik Minat Beli |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kuantitatif |
|
| dc.type |
Kuantitatif |
|