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All Journal Wacana: Jurnal Ilmiah Ilmu Komunikasi
Sandy, Novena
Universitas Prof. Dr. Moestopo (Beragama)
Languange, Linguistic, Communication & Media Social Sciences

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PENGARUH ENDOSER DIAN SASTRO DALAM IKLAN PERAWATAN RAMBUT L’OREAL DI TELEVISI TERHADAP MINAT BELI Sandy, Novena
WACANA, Jurnal Ilmiah Ilmu Komunikasi Vol 11, No 1 (2012)
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

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Abstract

L”Oreal using television advertising is to informing, to persuading, to reminding, and to adding value of the product. Celebrity endorsement stategy that L’Oreal used is to getting power attention. Dian Sastro as celebrity endorser L’Oreal has credibility, attractiveness dan visibility. Using Dian Sastro as a endorser is to increase student buying interest L’Oreal product. Stimulus-Respond theory as grand theory in this research with model VisCap and hierarchy of effects for the operational concept. Celebrity endorsement in advertising is influences students buying interest.
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