STUDI KASUS : Celebrity Endorsement Pada Produk Scarlett Whitening
Abstract
Persaingan antara produk kecantikan di Indonesia semakin marak. Para produsen produk kecantikan di Indonesia berkompetisi untuk menciptakan produk yang berkualitas dan digemari masyarakat. Selain itu mulai banyak perusahaan yang melihat dan menggunakan kredibilitas Selebriti endorser untuk mengiklankan produknya. Penelitian ini bertujuan untuk menggambarkan kredibilitas selebriti pada produk scarelett whitening. Pengumpulan data dilakukan dengan observasi dan studi kasus. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Pengumpulan data dilakukan dengan wawancara, observasi dan studi dokumen. Partisipan penelitian berjumlah 3 orang perempuan yang bersedia menjadi partisipan penelitian. Hasil penelitian yang dapat diambil dari penelitian ini, bahwa penggunaan selebriti endorser dapat meningkatkan respon audience terhadap produk yang di iklankan. produk scarlett whitening memperoleh nilai rata-rata kategori baik. Untuk penilaian konsumen tentang minat beli produk scarlett whitening secara umum masuk dalam kategori cukup minat dengan nilai tertinggi pada indikator transaksional terutama pada faktor kegunaan produk merawat dan memutihkan kulit wajah, sedangkan indikator terendah terdapat pada indikator minat eksploratif artinya konsumen akan cenderung mencoba secara langsung produk scarlett whitening dibandingkan mencari informasi tentang sifat-sifat positif mengenai celebrity endorsement terhadap minat beli produk scarlett whitening.
Kata Kunci: Celebrity Endorsement, Konsumen, Scarlett Whitening
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