Dian Pelangi dan Keputusan Pembelian Wardah:(Survey Studi Korelasional Pengaruh Dian Pelangi Sebagai Celebrity Endorser Produk Wardah Melalui Instagram terhadap Keputusan Pembelian Konsumen di Yogyaka

Inas Aprilla Erikawa , Lisa Lindawati

2016 | Skripsi | Ilmu Komunikasi

ABSTRACTION The development trend of increasingly advanced in all aspects is a distinct advantage for those who use it. Especially in the field of industry. One aspect is the trend that has developed aspects of fashion, especially fashion of muslimah. Muslim fashion trend developments are commonly referred to as "hijabers" in Indonesia into a golden opportunity for the producers since this trend was very well received by the people of Indonesia is predominantly Muslim. Producers who take advantage of the opportunities this trend thus succeeded in increasing its sales volume is Wardah. Wardah marketing strategies do one is to favor the halal cosmetics brand positioning, and use the right celebrity endorser and can represent the image of the product as halal cosmetics. Wardah choose the most popular figure of the emerging trend "hijabers" ie Dian Pelangi as a celebrity endorser. In addition to the halal status of products, marketers also perform other legal approaches are very diverse. One is to conceptualize advertising or promotion of religious and Islamic clad in order to convince consumers of halal products by selecting endorse the right to be able to represent the image of the product itself, with promotions on personal social media. Characteristics celebrity endorser Dian Pelangi felt greatly affect sales volumes Wardah since then. This is a marketing strategy by utilizing the existing opportunities, thereby helping the success of manufacturers or companies to develop, expand markets and increase sales. Therefore, marketing communication is done with the purpose of the change in the communicant or the consumers, ie changes in knowledge, attitude change, and change actions as well as decisions on product purchases. Marketing communications is described as a process that presents a series of integrated stimulus to the target market with the purpose of eliciting a series of responses expected or requ

Kata Kunci : Strategi Komunikasi