PENGARUH BINTANG IKLAN TERHADAP CITRA-DIRI DALAM MENIMBULKAN SIKAP KONSUMEN TERHADAP PRODUK LINI BARU L’OREAL PARIS : SEBUAH STUDI KASUS PADA MAHASISWA UPH SURABAYA
Abstract
The presence of beauty products companies is growing lead a fierce competition
among these companies. However, it is evident that there is one company that leads the
market in Indonesia amid the phenomenon, for example L’oreal Indonesia company. This
study wanted to examine more deeply about the influence of L’oreal Paris White Perfect
Day Cream SPF 17/PA++ With Melanin-Vanish’s celebrity endorser toward the selfimage
and the influence of self-image in the cause of attitude toward the brand of L’oreal
Paris White Perfect Day Cream SPF 17/PA++ With Melanin-Vanish.
Using Structural Equation Model (SEM), the author would like to see the
influence of each variable simultaneously, so it would be clearly defined about the
influence of celebrity endorser toward the self-image and the influence of self-image in
the cause of attitude toward the brand. The selection of samples in this study is a non
probability sampling by using the Maximum Likelihood technique and purposive
sampling. The sample in this study amounted to 100 respondents which included UPH
Surabaya students who ever use L’oreal products and find out the advertising of a new
line of L’oreal product.
The results of this study indicate that celebrity endorser can affect positively
toward the self-image. Furthermore, self-image has a positive effect on attitude toward
the brand. The results are then refers to the general theoretical implication such as ELM
could be applied in L’oreal Indonesia company. As a managerial implications, it can be
concluded that to improve the psychological fields, L'oreal Indonesia company must
maintain and further improve the performance of celebrity endorser in many ways by
providing intensive training on the celebrity endorser, hold events from the L'oreal
Indonesia company like promotional event of L’oreal product where in the event there is
also a "talent show "in various fields for example: fashion shows, make over, etc to
enhance self-image of consumers, and L’oreal Indonesia company should further
strengthen the brand image of L’oreal Paris in the minds of consumers so that consumers
are increasingly loyal to the L'oreal Paris brand so make purchases on an ongoing basis
for the brand without switching on the other beauty brands.