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Title : Endorser Laki-Laki Produk Kosmetik Perempuan Dan Pengaruhnya Terhadap Sikap Khalayak
Author :

ASPRILLA RIZA DWI ADMAJA (1) Pulung Setiosuci Perbawani, S.IP., M.M. (2)

Date : 0 2021
Keyword : laki-laki, kosmetik, sikap khalayak,komunikasi pemasaran,Brand Endorser laki-laki, kosmetik, sikap khalayak,komunikasi pemasaran,Brand Endorser
Abstract : he case of male endorser of female cosmetics product is relatively novel within the practice of marketing in Indonesia. Male and cosmetics; two concepts that are contradictory but mutually corelate. Men are understood as strong figure, masculine, and farfrom the association to beauty. On the other hand, cosmetics are inherently tied to the beauty itself. It becomes interesting when these two concepts are paired together within the same context of social media endorsement. This article is reporting an attempt to investigate the causative relationship between the practice of endorsement of cosmetics product by male celebrities, and how it affects the audiences’ attitude. The data used in this article is gathered through an online survey on 400 respondents. Although the notion of male and cosmetics are mutually foreign, male endorsers were seen as able to influence the attitude of the audience when looking at cosmetic endorsement, toward positive tendency. However, considering the fact that most of the male endorsers of cosmetics product have effiminate appearance, it is still safe to assume that the positive statistical value did not represents similar opinion regarding men in general and cosmetics product
Group of Knowledge : Ilmu Komunikasi
Original Language : Bahasa Indonesia
Level : Nasional
Status :
Published
Document
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1 Editorial Team.pdf
Document Type : [PAK] Halaman Editorial
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2 Cover_Jurnal Komunikasi.pdf
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3 Artikel Jurnal Komunikasi.pdf
Document Type : [PAK] Full Dokumen
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4 daftar isi.pdf
Document Type : [PAK] Daftar Isi
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5 Sertifikat SINTA2.pdf
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6 SURAT PERNYATAAN keabsahan karya imiah untuk Lektor.pdf
Document Type : Dokumen Pendukung Karya Ilmiah (Hibah, Publikasi, Penelitian, Pengabdian)
Dokumen Pendukung Karya Ilmiah (Hibah, Publikasi, Penelitian, Pengabdian) View