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Kurnia Arofah
Department of Communication Science Faculty of Social and Political Sciences, UPN “Veteran” Yogyakarta
Education

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THE INFLUENCE OF INSTAGRAM ARTIST AS ENDORSER ON THE INTEREST IN PURCHASING MAYBELLINE PRODUCTS (Study on @sarahayuh_ Instagram Account Followers) Thalitha Vania Agregati; Puji Lestari; Kurnia Arofah
The Indonesian Journal of Communication Studies Vol 10, No 1 (2017): The Indonesian Journal of Communication Studies
Publisher : Department of Communication Studies, Faculty of Social and Political Sciences Universitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/ijcs.v10i1.2944

Abstract

followers on Instagram (brand endorser). @sarahayuh_ was one of the Maybelline product endorsers who were considered to be aligning themselves with the image of the product to increase consumer purchasing power. The purpose of this study was to determine the effect of interest rate as the endorser of the appeal of the level of interest in purchasing Maybelline products on the @sarahayuh_’s Instagram account followers. This research method was a survey research. The population in this study was all the followers of @ sarahayuh_’s Instagram account with the sample numbers of 100 followers. The data analysis techniques used were product moment correlation analysis and simple linear regression analysis. The hypothesis in this research that there was positive influence and significant level of appeal as program endorser to the level of Maybelline products buying interest (Studies on @sarahayuh_’s Instagram Account Followers). The result of product moment correlation analysis obtained correlation coefficient value of 0.752, which means a positive and attraction significant of Instagram artist (instagram @ sarahayuh_) as endorser with interest in purchasing Maybelline products. Based on the regression analysis, it was found that interest in purchasing Maybelline products can be explained by the attraction of Instagram artist (Instagram @sarahayuh_) as an endorser, of 56.6%.
INFLUENCE OF THE QUALITY OF MC.GAZINE TOWARDS STUDENTS READING INTEREST OF SMA NEGERI 3 MAGELANG Fairiza Insani Zatika; Subhan Afifi; Kurnia Arofah
The Indonesian Journal of Communication Studies Vol 10, No 1 (2017): The Indonesian Journal of Communication Studies
Publisher : Department of Communication Studies, Faculty of Social and Political Sciences Universitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/ijcs.v10i1.2940

Abstract

The students of SMA Negeri 3 Magelang have low interest in reading to their own printed media, that is Mc.Gazine. The low reading interest affected by several factors, one of them is the quality of the product. Therefore, this research aims to figure out the influence of the quality of Mc.Gazine towards students’ reading interest of SMA Negeri 3 Magelang. The method used in this research was quantitative survey. The sample taken was approximately 35% of the whole population. Data collection applied in this research was questionnaire. Validity and reliability test were used to test the items in the questionnaire. Meanwhile, the data were analyzed using product moment Pearson correlation and simple linear regression. The results of the research were elaborated using S-O-R (Stimulus-Organism-Respond) Theory and Uses and Gratification Theory. To describe the results of the research, it was found out that the quality of school magazine Mc.Gazine towards students’ reading interest was at the medium state or category. It can be concluded that both variables i.e independent and dependent, have strong relationship. It is proven by the correlation coeficient value at 0,624 nearly to 1. On the other hand, the quality of Mc.Gazine (variable X) has positive significant influence towards the reading interest of the students of SMA Negeri 3 Magelang (variable Y) with the value at 0,000 < 0,05. Then, it was also found out that variable X gave contribution for approximately 39% on variable Y, therefore, the equation will show that when the variable contribution of variable X increases, then variable Y follows.
Co-Authors Fairiza Insani Zatika Lestari, Puji Subhan Afifi Thalitha Vania Agregati