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.