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All Journal Menara Riau: Jurnal Ilmu Pengetahuan dan Pengembangan Masyarakat Islam Jurnal Common Bussman Journal : Indonesian Journal of Business and Management Jurnal Riset Manajemen Komunikasi Bandung Conference Series: Communication Management Mediator: Jurnal Komunikasi
Listiani, Endri
Universitas Islam Bandung
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Peran Perempuan dalam Iklan Televisi di Indonesia-Malaysia Triwardhani, Ike Junita; Listiani, Endri; Putra, Raditya Pratama
Jurnal Common Vol. 5 No. 1 (2021): Common
Publisher : Program Studi Ilmu Komunikasi Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/common.v5i1.4675

Abstract

It is common to see advertisements that are almost the same between advertisements in Indonesia and those in Malaysia. Apart from the fact that we are allied, so many cultures and customs in Indonesia occur in Malaysia. This can be seen from the same advertisements using the concept of family, the role of women or housewives or using women as the main element to attract advertisements. Women who sit as a vehicle for promotion, because women are the target of the product or women who sit easily. Of the many advertisements that use women as advertising models, almost all of the female models used are women who are beautiful, have sexy bodies and are used beautifully. This then makes women even think that a beautiful symbol as depicted in an advertisement in a media, so that finally the body becomes the center of consciousness. It is not wrong, but how the meanings of the advertisement are seen and seen in particular seems to be an interesting study. The purpose of this study is to examine the roles of women depicted in television commercials (TVC) in Indonesia and Malaysia. This study uses a qualitative descriptive method, which describes how women are depicted in advertisements in Indonesia and in Malaysia. There will be several product advertisements that are selected. Then we will look at the role of women and what differences are used to describe women in the Indonesian version of product advertisements and the Malaysian version in television commercials.
Hubungan Antara Brand Ambassador “Sehun EXO” dengan Minat Beli Konsumen pada Produk Whitelab Lia Amelia; Endri Listiani
Jurnal Riset Manajemen Komunikasi Volume 3, No. 2, Desember 2023 Jurnal Riset Manajemen Komunikasi (JRMK)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmk.v3i2.3138

Abstract

Abstract.In the current digital era, many companies are competing to collaborate with Brand ambassadors as their marketing strategy, one of which is through social media, namely Instagram. One of the skincare brands, Whitelab, is a local company that has skincare products from Indonesia. Whitelab attracted a Brand ambassador who is a K-Pop idol, namely Sehun EXO, who is popular and has many fans. The brand ambassador theory has four indicators, namely visibility, credibility, attraction and power. This research also refers to the theory of purchasing interest. According to Kotler and Armstrong, buying interest is something that arises after receiving stimulation from the product they see, then activities arise to buy and own it. The sample for this research was 74 people, most of whom were EXO fans who commented on the upload dated March 1 2022 on Instagram Whitelab. This research also uses validity and reliability tests. The data analysis technique in this research uses the Spearman rank correlation test and T test. The research results show that the Spearman rank correlation test value on the Brand ambassador variable «Sehun EXO» with consumer buying interest from the correlation coefficient value is 0.613. Abstrak. Di era digital saat ini, banyak perusahaan yang berlomba-lomba dalam menggandeng Brand Ambasssador sebagai strategi pemasarannya, salah satunya melalui media sosial yaitu Instagram. Salah satu brand perawatan kulit atau skincare Whitelab merupakan perusahaan lokal yang memiliki produk perawatan kulit berasal dari Indonesia. Whitelab menggaet Brand ambassador yang merupakan K-Pop idol yaitu Sehun EXO yang memiliki popularitas juga mempunyai banyak penggemar. Teori brand ambassador memiliki empat indikator didalamnya yaitu visibility, credibility, attraction dan power. Penelitian ini juga mengacu pada teori minat beli. Menurut Kotler dan Amstrong minat beli adalah sesuatu yang timbul setelah menerima rangsangan dari produk yang dilihatnya, lalu muncul kegiatan unutk membeli dan memilikinya . Sampel penelitian ini sebanyak 74 orang yang sebagian besar merupakan penggemar EXO yang berkomentar pada unggahan tanggal 1 Maret 2022 di Instagram Whitelab. Pada penelitian ini juga menggunakan uji validitas dan reliabilitas. Teknik analisis data pada penelitian ini menggunakan uji korelasi Rank Spearman dan Uji T. Hasil penelitian diperoleh nilai uji kolasi Rank Spearman pada variabel Brand ambassador «Sehun EXO» dengan minat beli konsumen dari nilai koefisien korelasi adalah 0,613.
Co-Authors Aghnia Nurazizah Mulyana Akmal Azhar Haikal Alex Sobur Anandita Gadisya Riezkya Adhy Putri Azkia Ibadina Shalihah Bintang Sania Putri Dadi Ahmadi Fadhli Noor Alam Faishal Azka Kalkautsar Farid Hamid Umarella Ferry Darmawan Ike Junita Triwardhani Kusumalestari, Ratri Rizki Lia Amelia Luthfi Fauzan Kuswana M Diki Ramadan Diki Mohammad Fabilla Arvisha Muhammad Keyzhal Fahrezy Primadi Fajriansyah Nawawi Raditya Pratama Putra Robby Suparyogi Eka Rahman Robiah, Siti Salsabila Nuraini Siti Robiah Sultan Al Badar Tasya Dian Syafaat Wiksana, Wiki Angga Yulianti