Agustiani, Viany (2023) PENGARUH PESAN IKLAN SKINCARE WARDAH TERHADAP TINGKAT KEPERCAYAAN KONSUMEN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
In recent years, there have been many launches of Skincare products in Indonesia, so that companies that initially only issued cosmetic products are now starting to spread to Skincare products. This study aims to calculate how much influence the advertising message has on the level of consumer confidence. The research method used is quantitative with descriptive research nature. This study uses a simple random sampling technique to respondents who have seen wardah skincare advertisements and get 100 samples. The results of this study indicate a correlation value of 0.777 which means that there is a strong relationship between the X variable and the Y variable. The calculation of the coefficient of determination shows that the effect of wardah skincare advertising messages is 60.4% on the level of consumer confidence. While the rest is influenced by other variables outside this research. This study shows that there is an influence between wardah skincare advertising messages on the level of consumer confidence.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Beberapa tahun terakhir ini, peluncuran produk Skincare sudah mulai banyak di Indonesia hingga perusahaan yang awalnya hanya mengeluarkan produk kosmetik kini mulai merambat ke produk Skinacare. Penelitian ini bertujuan untuk menghitung seberapa besar pengaruh pesan iklan terhadap tingkat kepercayaan konsumen. Metode penelitian yang digunakan adalah kuantitatif dengan sifat penelitian deskriptif. Penelitian ini menggunakan teknik simple random sampling kepada responden yang pernah melihat iklan skincare wardah dan diapatkan 100 sampel. Hasil dari penelitian ini menunjukkan nilai korelasi sebesar 0,777 yang artinya memiliki hubungan yang kuat antara variabel X dan variabel Y. Perhitungan koefisien determinasi menunjukkan bahwa pengaruh pesan iklan skincare wardah sebesar 60,4% terhadap tingkat kepercayaan konsumen. Sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Penelitian ini menunjukkan bahwa terdapat pengaruh antara pesan iklan skincare wardah terhadap tingkat kepercayaan konsumen. | |||||||||
| Uncontrolled Keywords: | Keyword: Advertising Message, Wardah, Customer Trust, Selective Influence. Keyword: Pesan Iklan, Wardah, Kepercayaan Konsumen, Selective Influence. | |||||||||
| Subjects: | Communication > Science Journalism Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs. Viany Agustiani | |||||||||
| Date Deposited: | 24 May 2023 11:53 | |||||||||
| Last Modified: | 24 May 2023 11:53 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/21594 |
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