“INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS” (case: LUX and Dove soap based on female university student perception)
FINAL PROJECT
By
Aulia Wahidah Chamdun
19004063
Undergraduate Program
School of Business and Management
Institut Teknologi Bandung
2007 VALIDATION PAGE
“INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS” (case: LUX and Dove soap based on female university student perception)
By
Aulia Wahidah Chamdun
ID No: 19004063
Undergraduate Program
School of Business and Management
Institut Teknologi Bandung
Validated By
Drs. Herry Hudrasyah, MA
NIP. 131 914 187
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“INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS”(case: LUX and Dove soap based on female university student perception)
Date of Final Examination: 8th August 2007Date of Graduation: 27th October 2007
Undergraduate Program, Institute Technology Bandung, 2007Thesis Advisor: Drs. Herry Hudrasyah, MA
ABSTRACT
Nowadays, various marketing strategies have been doing so the products can get attention from the consumers and have a power of attraction for consumers to be consumed. Advertisement becomes one of the popular communication media and also an effective media in marketing world. The unique and also creative strategies in advertising become an added value in order to get consumers’ attention.
Lux and Dove are two kinds of soap brands that famous in Indonesia, by bringing up a woman’s beautiful image, those products have a place in consumers’ heart. Those products have two different image and also different ideas on each advertisement. A new thought is come out which called as inner beauty. A beauty definition that not always be measured by physical appearance but the other thing which is a beauty to perform just the way they are and having a good confidence. This theme can also be seen on both products’ advertisement. Advertisement can becomes one of communicative media because every people can have their own perception about an advertisement’s content.
Lux that brings up beauty theme that represented by beautiful celebrities and popular have get more consumers’ attention. Thus thing is supported by Lux’s existence that still be consumed by consumers during about 78 years. And Dove that try to get into the market by providing a new different figure which are model who come from ordinary people and do not have a perfect beauty like an artist. If correlated with inner beauty theme that wants to be conveyed through media advertisement, consumers have different perception about this thing. The most of respondents have a perception that Dove advertisement can more interpret inner beauty theme than Lux advertisement. Thus thing is shown from three advertisement elements which are image of the model, tagline, and also information or message that deliver on its advertisement. Consumers can accept something new that offered by Dove. The beauty of celebrities to represent the beauty soap products is not a necessity anymore for the brand manager to be decided. Apparently, the models on Dove advertisement can also get attention from consumers and of course thus thing should be supported by creative and interesting advertisement packaging for consumers itself. Nowadays, inner beauty theme on an advertisement has become a new thing that can attract consumers’ attention.
Keywords: Lux and Dove, inner beauty, advertisement
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“INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS”(case: LUX and Dove soap based on female university student perception)
Tanggal Ujian Akhir: 8 Agustus 2007Tanggal Wisuda: 27 Oktober 2007
Program Sarjana, Institut Teknologi Bandung, 2007Pembimbing: Drs. Herry Hudrasyah, MA
ABSTRAK
Pada era globalisasi sekarang ini, banyak strategi pemasaran yang dilakukan untuk mendapat perhatian para konsumen. Iklan memang menjadi salah satu media komunikasi popular dan juga efektif dalam dunia pemasaran. Strategi-strategi yang unik dan juga kreatif menjadi nilai lebih untuk dapat menarik perhatian konsumen.
Lux dan Dove adalah dua merek sabun yang terkenal di Indonesia dengan mengusung image kecantikan seorang wanita, kedua produk tersebut telah mendapat tempat di hati para konsumennya. Kedua produk tersebut memiliki dua image yang berbeda dan memiliki ide-ide yang berbeda dalam setiap iklannya. Munculnya berbagai pemikiran baru, turut juga mempengaruhi pemikiran masyarakat tentang definisi kecantikan yang memang selama ini selalu ditonjolkan dengan penampilan fisik yang tinggi langsing dan berkulit putih. Pemikiran baru pun muncul dengan istilah “inner beauty”. Suatu definisi kecantikan yang tidak melulu dinilai dengan penampilan fisik saja tetapi hal selain itu yaitu kecantikan untuk tampil apa adanya dan memiliki rasa percaya diri. Tema ini pun dapat dilihat dalam dua iklan produk tersebut. Iklan memang dapat menjadi salah satu media yang sangat komunikatif karena setiap orang dapat memiliki persepsi yang berbeda tentang isi dari sebuah iklan. Hal tersebut dapat dilihat dengan menginterpretasikan unsur-unsur yang ada dalam sebuah iklan
Lux yang mengusung tema kecantikan dengan diwakili oleh para selebritis cantik dan popular memang telah banyak menarik perhatian konsumen. Hal ini juga didukung oleh eksistensi Lux yang tetap dikonsumsi oleh konsumen selama kurang lebih 78 tahun. Dan Dove yang mencoba masuk ke pasar dengan menyuguhkan suatu tampilan yang berbeda yaitu model-model yang dari kalangan biasa dan tidak memiliki kecantikan yang sempurna seperti seorang artis. Bila dikaitkan dengan tema “inner beauty” yang ingin disampaikan melalui media iklan, konsumen memiliki tanggapan yang berbeda-beda mengenai hal ini. Sebagian besar konsumen memiliki persepsi bahwa iklan Dove-lah yang lebih dapat menginterpretasikan tema “inner beauty” dalam iklannya dibandingkan dengan iklan Lux. Hal ini dilihat dari tiga unsur iklan yang dinilai yaitu image model yang digunakan, tagline, dan juga informasi atau pesan yang disampaikan dalam iklan. Sesuatu yang baru yang ditawarkan oleh Dove sudah dapat diterima oleh para konsumen. Kecantikan selebritis untuk mewakili produk sabun kecantikan bukanlah suatu keharusan lagi bagi para brand manger untuk diputuskan. Para model dalam iklan Dove ternyata juga dapat menarik perhatian para konsumen dan tentu saja hal ini juga harus didukung dengan pengemasan iklan yang kreatif dan menarik bagi para konsumen. Tema “inner beauty” dalam sebuah iklan memang menjadi sesuatu hal baru yang menarik perhatian konsumen saat ini.
Kata Kunci: Lux and Dove, inner beauty, advertisement
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FOREWORD
First of all, I would like to thank to Allah swt. for all the blessing and
spirits for me everyday that make me be able to do this research with all
the patience and persistence on doing this report. I also would like to
thank to my beloved family for their big support, their prayers and
without realizing or not they become my basis power to accomplish this
research well.
An appreciation I present to my kind supervisor, Mr. Herry Hudrasyah
for his guidance and the knowledge that have shared to me from the
beginning until the end of this research. As well to Mr. Budi, Mr. Reza,
and Mr. Harry Mukti for their concern, ideas, and also some discussions
that help me within doing this research.
I also would like to grateful to all my dear friends who always there for
me, accompany me, and also give a good advice in order to give an
improvement on doing this research. Thank you so much for your big
support, struggle, and spirit. It was so meaningful for me. For my skinny
friends Winna, Ken, Furry, Rany, Sekar, for my old friends that I always
love Sari and Raden for the questionnaires, my lovely buddy Gagay, my
little cute friend Utie who always sent spirit messages, my supportive
lover Aricko, my TA buddy Nadia, also for “real beauty real friends”
Kethy, Ayu, Dephi and Odit for the FGD and all my dearest friends
Maha, Dita, Ali, and for everyone that I cannot mention one by one. I
present a great thankful for your help and courage to always support me.
Thank you so much my friends.
Regards,
Aulia Wahidah Chamdun
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LIST OF CONTENTS
ABSTRACT ……………………………………………………..
ABSTRAK ……………………………………………………….
FOREWORD ………………………………………………………
LIST OF CONTENTS ……………………………………………...
LIST OF IMAGES …………………………………………………
LIST OF TABLES …………………………………………………
LIST OF APPENDECIS …………………………………………...
Chapter I INTRODUCTION
1.1 Background ………………………………………………...
1.2 Problem Formulation ……………………………………...
1.3 Research Objective ………………………………………...
1.4 Research Scope …………………………………………….
1.5 Writing System ….…………………………………………
Chapter II THEORITECAL FOUNDATION
2.1 Brand Image ……………………………………………….
2.1.1 Brand Association ………………………………………….
2.1.2 Brand Persona ……………………………………………...
2.2 Advertising …………………………………………………
2.2.1 The Function of Advertisement …………………………...
2.2.2 Endorser …………………………………………………...
2.3 Perception ………………………………………………….
2.3.1 Exposure …………………………………………………...
2.3.2 Attention …………………………………………………...
2.3.3 Interpretation ………………………………………………
Chapter III METHODOLOGY
3.1 Research Scope ……………………………………………
3.2 Collecting Data …………………………………………….
3.2.1 Study Literature ……………………………………………
3.2.2 Secondary Data …………………………………………….
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3.2.3 Defining The Research Sample ……………………………
3.3 Focus Group Discussion …………………………………...
3.4 Questionnaire ………………………………………………
3.5 Validity and Reliability Test ……………………………….
3.5.1 Validity …………………………………………………….
3.5.2 Reliability …………………………………………………..
3.6 Analysis ……………………………………………………
3.7 Conclusions and Recommendation ………………………..
Chapter IV INTERPRETATION AND ANALYSIS
4.1 Focus Group Discussion ……………………………………
4.2 Pre Test …………………………………………………….
4.3 Final Questionnaire …………………………………………
4.3.1 Demographic Respondents …………………………………
4.3.2 The Brand Image ……………………………………………
4.3.3 Tagline …………………………………………………….
4.3.4 Information/ message ……………………………………...
4.3.5 Other Perception ……………………………………………
4.3.6 Crosstabs …………………………………………………..
Chapter V CONCLUSIONS AND RECOMMENDATIONS
5.1 Conclusions ………………………………………………..
5.2 Recommendations ………………………………………….
References ……………………………………………………………
Appendices ………………………………………………………….
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LIST OF IMAGES
Figure 2.1
Figure 2.2
Figure 3.1
Figure 4.1
Figure 4.2
Figure 4.3
Figure 4.4
Figure 4.5
Figure 4.6
Figure 4.7
Figure 4.8
Figure 4.9
Figure 4.10
Figure 4.11
Figure 4.12
Figure 4.13
Figure 4.14
Figure 4.15
Figure 4.16
Figure 5.1
Brand Image
Information Processing For Consumer Decision
Making
Research Methodology Diagram
Ages of Respondents
Consuming The products
Preferences on Ad because of the model
Image Model and Inner Beauty
Preferences on The Model
Tagline and Inner Beauty
Model, Tagline and Inner Beauty
Information/ message and Inner Beauty
Perception about Image on Beauty Soap Products
Perception on Beauty
Preferences to see Lux Adv
Crosstabs I
Crosstabs II
Crosstabs III
Crosstabs IV
Crosstabs V
Inner Beauty on Ad Media
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LIST OF TABLES
Table 4.1
Table 4.2
Table 4.3
Table 4.4
Table 4.5
Table 4.6
Table 4.7
Table 4.8
Reliability and Validity for Lux Variables
Reliability and Validity for Dove Variables
Variables of Questionnaire
Croostabs I
Croostabs II
Croostabs III
Croostabs IV
Croostabs V
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LIST OF APPENDECIS
Appendix I
Appendix II
Appendix III
Questionnaire and Data
Documentation of Lux Campaign
Documentation of FGD
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CHAPTER I INTRODUCTION
1.1 Background
Nowadays, globalization era cause a competition affects in business
field to be stricter. Companies have competed to create a product and
to market with many different ways in order to be received well by
the consumers. Various marketing strategies have been doing so that
products can get attention from the consumers and have a power of
attraction for consumers to be consumed.
To market a product must be created an image so that consumers can
associate that product. Thus thing can be important because an image
from a product build a perception in the mind of consumers (Scott
M.Davis, 2000:12). Image built to strengthen selling value of product
to consumers. In common, image from a product displayed on every
form of promotion media especially on advertisement media.
An advertisement become one of the communication form that more
interesting and effective to introduce or illustrate a product to
consumers. This reason caused by the characteristic of advertisement
that approachable and communicative to convey information to
consumers. Image built on advertisement with various ways that
interesting to obtain consumers’ attention. One of the most popular
ways is using celebrities as endorser to represent an image of the
product. Using celebrities especially women on advertisement
promotion media can be one of the power of attraction for consumers.
Thus thing can be seen from the number of using celebrities as
product endorser.
On women’s beauty products for example, women celebrities who
become the image can present big influence to persuade consumer-
buying decision. Women celebrities who are beautiful, having pure
white skin, and also having proportional height and weight become a
desire for other women. So, when there is a women’s beauty product
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that represented by celebrities who have beautiful physical
appearance then it can be said that thus thing as proven from the
product’s function itself. Actually, there is no mistake, image that
built is intentionally planned to stimulate consumers to purchase that
product. Thus thing is based on theory of “Perception for Consuming
Decision Making” (Hawkins, Best, Coney, 1998: 290) where a
consumers’ perception toward a product can influence them on
buying decision. An image of beautiful physical appearance from
celebrities does not need to be doubted anymore. The paradigm on
society about the definition of beauty is still focus on physically
which are beautiful face, pure white skin, and proportional height and
weight.
As years goes by and also developing of new thoughts, have brought
an idea about beauty image creation in a women’s beauty product.
Beauty image projection has not only appear from celebrities figure
anymore but also from ordinary women who do not come from
celebrities and show something new and different from a woman that
commonly called as inner beauty.
1.2 Problem Formulation
Implanting a new perception to consumers is not easy to be done. It
needs a step and process in certain period to see the result. The power
of image and message content that want to be conveyed by a product
is one important thing to obtain consumers’ attention. With the image
projection in a product, consumers can see how that product has a
value based on their own perception (Scott M. Davis, 2000:53). The
more powerful image that built by a product and consumers’
acceptance toward the message content that wants to be delivered, the
more consumers’ attention will be get (Brand Asset Management,
2000).
Usually, women’s beauty product is identical with beauty especially
in beautiful physical appearance. The number of using celebrities as
the product’s image represents thus thing. The increasing of
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competition and also emerge on lots of new thoughts, beauty is not
only looked from a perfect women physical shape but also the other
thing which is inner beauty. “Inner beauty is a concept to describe
the positive aspects of something that are not physically observable”
(http://en.wikipedia.org/wiki/Beauty). The different form of image
projection from a beauty product becomes the most interesting thing.
The real example can be seen on soap advertisement such as Lux and
Dove. Lux that during about 78 years always consistent by showing
beautiful celebrities image on every its advertisement and Dove that
show a beauty from different perspective by using model who do not
come from celebrities and does not present outstanding beautiful
physical appearance as good as Lux advertisement. Inner beauty
becomes one of the topics that interesting to discuss because during
this time lots of media bring up beauty theme with a perfect
measurement. How is consumers’ perception seeing thus thing?
Whether consumers in Bandung can see thus new thing? Inner beauty
and also the other elements on media advertisement? Whether a
beauty definition does not always need represented by celebrities who
have physical attraction? All those questions are tried to study in this
research.
1.3 Research Objective
Basically, this research head for:
1. Knowing the preferences and consumer perception toward
comparison of two kinds of image, the elements on advertisement
and its correlation with inner beauty theme between soap product
Lux and Dove on the advertisement promotion media.
2. Doing analysis toward number 1 result, so the brand manager can
use it, especially women’s beauty product, as consideration in
promotion policy that related with the image development.
1.4 Research Scope
In order to be focused on research objective that has decided, so this
research is limited on this scope as follow:
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1. This research will discuss only about advertisement promotion
media from two kinds of soap brands which are Lux and Dove
and the correlation with inner beauty theme.
2. Study case only done in Bandung city.
1.5 Writing System
This research will be arranged with writing systematic as shown as
below:
Chapter I Introduction
This chapter contain about problem background, problem formulation,
research objective, research scope, and writing systematic.
Chapter II Theoretical Foundation
This chapter contain about theories that support this research such as
brand image concept, advertising theory, and perception.
Chapter III Methodology
This chapter contain about conceptual framework research and the
explanation each steps in this research.
Chapter IV Interpretation and Analysis
This chapter contain about interpretation and analysis about the
research’s result.
Chapter V Conclusion and Recommendation
This chapter contain about research’s result conclusion and
recommendations that can be used for the brand manager.
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CHAPTER II THEORETICAL FOUNDATION
2.1 Brand Image
Building brand image for a product become an important thing because a
brand image can be a media that can represent product’s value or
product’s position to the market.
According to Davis “brand image has two components: the associations
customers ascribe to the brand and the brand’s persona” (2000: 53).
2.1.1 Brand Association
“Brand associations are part of a laddering approach that allows
you to determine the power of the benefits your brand offers and,
ultimately, how valued your brand is. Laddering has been used by
advertising agency for years to develop creative ads; now it is being
used to help determine long-term brand strategies” (Scott M. Davis,
2000: 54).
Each product must be having its features and attributes that become a
characteristic for its product. And those things can become an easy
thing to be remembered by the consumers. Determining the brand
association for one product will help a brand manager to understand
the values of its product’s brand delivers to the customers. It will help
to decide suitable strategy to inform the consumers about its value
and build trust.
Brand Image
Brand Association
Including product,
service, and organization
characteristics
Brand Persona
Including
Human characteristics
Figure 2.1 Brand Image
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2.1.2 Brand Persona
“Brand persona is the set of a description of human characteristics
that consumers associate with the brand, such as personality,
appearance, values, likes and dislikes, gender, size, shape, ethnicity,
intelligence, socioeconomic class, and education” (Scott M. Davis,
2000: 64).
2.2 Advertising
Standard definition of advertising has five basic components:
1. Advertising is paid form communication, although some forms of
advertising, such as public service announcement (PSAs), use
donated space-time.
2.Not only is the message paid for, but also sponsor is identified
3. Most advertising tries to persuade or influence the consumer to do
something. Although in some cases point of the message is simply to
inform consumers and make them aware of the product/company. In
other words, it is strategic communication driven by objectives and
these objectives can be measured in order to determine whether the
advertising was effective
4. Advertising reaches a large audience of potential consumers
5. The message is conveyed through many different kinds of mass
media, which are largely non-personal. What means is that
advertising is not directed to specific person, although this is
changing with the introduction of the internet and more interactive
media. (Taken from lecturing adv by Herry Hudrasyah, 2007)
An advertisement become one of the easy ways to inform the market
about a product for the aim of the costumers will give a positive response
and make buying decision. So those for many creative ideas are always
looking for in order to get more attention from the customers.
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2.2.1 The function of advertisement
According to Kotler (1996: 498) advertisements have some functions
as follow:
To remember
Advertisement makes possibly for the product to be remembered by
the customer.
To inform
Advertisement provides some information to the customers about
new product and informs the customer about its function or its
characteristics.
To persuade
An effective advertisement should persuade the customers to be
interested to the product that have been advertising and have desire to
buy it.
To add value
Advertisement adds more values for a certain product by influencing
customers’ perception about its product.
2.2.2 Endorser
“Endorser is someone or character who being involved in
advertisement media to represent a claim from one product”
(Rossiter, 1996: 260). According to Rossiter, there are many type of
endorser such as below:
1.Celebrity Endorser
Celebrity endorsers become very popular as one of the marketing
strategy to obtain an attention from customers and enhance products’
awareness. Celebrity endorser having more power to influence
customers make buying decision because some factors that will be
explained in the next paragraph. According to Sengupta ( 2005: 232)
there are five criteria in choosing the celebrity which are:
a. Match-up between brand image and celebrity image
b. Popularity
c. Trustworthiness
d. Expertise
e. Physical Attractiveness
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2.Lay Endorser
Commonly, this endorser is used to present a testimonial about using
of the product.
3.Expert Endorser
An expert is someone who can be trusted for having knowledge in
certain field. This way is used to enhance a trust from the product
itself.
4.Other Character
Other character is intentionally designed by someone to revive the
product that being advertised.
2.3 Perception
Perception is an individual process, the process by which an individual
receives, selects, organizes, and interprets information to create a
meaningful picture of the world, it depends on internal factors such as a
person’s beliefs, experiences, needs, moods, and expectation (Belch,
2004: ). Information processing is a series of activities by which stimuli
are perceived, transformed into information, and stored. Based on
Hawkins, Best, Coney (1998, 290) there are three major steps that
constitute perception such as shown as below:
Exposure Random -------------- Deliberate
Attention Low -------------- High-
involvement involvement
Interpretation Low -------------- High-
involvement involvement
Memory Low -------------- High-
involvement involvement
Purchase and consumption decisions
Perception
Figure 2.2 Information Processing for Consumer Decision Making
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2.3.1 Exposure
Exposure occurs when a stimulus comes within range of our sensory
receptor nerves. For an individual to be exposed to a stimulus
requires only that the stimulus be placed within the person’s relevant
environment.
2.3.2 Attention
Attention occurs when the stimulus activates one or more sensory
receptor nerves and the resulting sensations go to the brain for
processing. Attention is determined by three factors which are the
stimulus, the individual, and the situation.
2.3.3 Interpretation
Interpretation is the assignment of meaning to sensations. Commonly,
the company assigns meaning to the tone and “feel” of the message as
well as the actual words and symbol. There two kinds of
interpretation which are:
1. Cognitive interpretation is a process whereby stimuli are placed
into existing categories of meaning. It is individual’s interpretation,
not objective reality, that will influence behavior.
2. Affective interpretation is the emotional or feeling response
triggered by a stimulus such as an ad.
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CHAPTER III METHODOLOGY
Research Methodology is used for acquire data in order to get result from
this research and accomplish the objective that have stated on chapter I.
3.1 Research Scope
In order to clarify the constraint about this research, the framework of the
research should be stated. This research only discuss about two soap
brands which are Lux and Dove and will be concerned on the
advertisement media from both products to identify about inner beauty
theme based on consumers’ perception.
3.2 Collecting Data
3.2.1 Study Literature
Study literature is used in order to clarify the basic concept for this
research and develop hypotheses. Study literature is used by studying
the theories which related to this research such as about brand’s
image, perception, advertising tools and also the method to process
the data.
3.2.2 Secondary Data
Secondary data is used as the basic data to do this research.
Secondary data is get by searching in internet, reading article in
magazine and also collecting some example of advertising tools from
Lux and Dove products. Secondary data is important to gain the
knowledge about the products itself for example about the target
market, the message content in both advertising, and information
concerning on marketing activities from both products.
3.2.3 Defining The Research Sample
Respondents for this research are women who are still study at
university in Bandung City since they are include as Lux and Dove’s
target market (NOVA, October 2006 and Mix magazine, Maret
2007). Target market for both products are women who are attain the
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age of 20 – 45 years old. Then, the economy condition from target
respondents to consume the products has judgment are equal. So, in
the questionnaire there is no question about income of respondents.
To measure the sample in this research, Slovin Formula will be used
as shown as below (Simamora, 2004;37):
n = Total Sample
N = Population
e = Margin of error
So, to obtain the total sample using the formula above the result can
be seen as follow:
N = 43,648 people (BPS, 2006)
E = 0,1
n = 43,648 / (1+(43,648*0,12))
= 100
In order to get confidence level in this research at 90% so, based on
the calculation by using thus formula, the sample amount is 100
respondents. But to prevent if there is questionnaire not valid so the
researcher add the total sample become 135 respondents. The
technique to acquire the sample is by using probability sampling.
3.3 Focus Group Discussion
“Focus Group Discussion is one of the most popular tools in marketing
research, and the most frequently used qualitative technique” (Churchill
Jr and Iacobucci, 2005: 81). In order to obtain more information about
this research, Focus Group Discussion (FGD) is held by invite 7 female
respondents to do a discussion and gain some opinion or insights about
the topic of this research. The results from FGD will be used as
consideration to define the variable on the research tool which is a
questionnaire.
n = N / (1+ Ne2)
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3.4 Questionnaire
In this research, there are two steps on questionnaire distribution such as
follow:
1. Pre Test
Testing the properness items on the questionnaire in order to
represent variables will be tested to 30 respondents who get into
research sample.
2. Final Questionnaire
After pre test and doing validity and reliability test so
questionnaire will be distributed to the respondents with the
certain number that decided before.
All questionnaires have distributed at mall and some food area in
Bandung by considering all target respondents are mobile people.
3.5 Validity and Reliability Test
3.5.1 Validity
“Uji validitas digunakan untuk mengetahui kelayakan item-item
dalam suatu daftar pertanyaan untuk mendefinisikan suatu variable”
(Bhuono Agung Nugroho, 2005: 67). Calculation in this validity test
is using degree of freedom value that get from formula as below:
df = degree of freedom n = Total respondent k = Total question for each variable 3.5.2 Reliability
“Reliabilitas merupakan ukuran suatu kestabilan dan konsistensi
responden dalam menjawab hal yang berkaitan dengan konstruk-
konstruk pertanyaan yang merupakan dimensi suatu variable dan
disusun dalam suatu bentuk kuesioner” (Bhuono Agung Nugroho,
2005:72).
Classifying items on questionnaire based on the variables do this
reliability test. Reliability from one variable will be said well if on
df = n - k
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calculation, Cronbach’s Alpha value > 0,60 (Bhuono Agung
Nugroho, 2005:72).
3.6 Analysis
The results from the processing data will be analyzed then based on the
theoretical foundations that have stated in Chapter II. The analysis will be
developed from the output on using software.
3.7 Conclusions and Recommendation
The conclusion is defined based on the output from processing data,
analysis and also the interpretation that have made before. The
recommendation is used for completing this research and possibly can be
used by the brand manager to turn into a consideration to make some
decision about the marketing strategy especially about the brand’s image
and the correlation with the advertising based on the consumer’s
perception.
The diagram that can illustrate flow of those steps above can be shown as
below:
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Note: research scope
Collecting Data :
Study Literature Secondary Data about Lux and Dove
Qualitative Research Focus Group Discussion
Quantitative Research Questionnaire
Validity and Reliability Test
Conclusion and Recommendation
Analysis
Defining the research sample
LUX DOVE
Advertisement
Inner beauty?
Figure 3.1 Research Methodology Diagram
16
CHAPTER IV INTERPRETATION AND ANALYSIS
4.1 Focus Group Discussion
Focus Group Discussion is held by invite 7 respondents in order to
develop hypothesis and discover insights from the topic of this research.
All the respondents represent the research sample that is the female
university student. There are 9 questions that have been questioning to
the respondents. The result from FGD can be read as follow:
1. Perception in both advertisement
Answer:
Lux giving more imagination and fantasy to the women about
beauty perception looks like an artist.
Dove showing a new perspective about beauty and all respondents
feels the image on Dove ad is close to the reality.
2. Perception about inner beauty
Answer:
There is not shown because inner beauty should be related to the
behavior of model itself. In Lux ad the inner beauty theme is
prohibited by the physical appearance of model. But in this research,
the behavior is not include to be measured so in order to clarify, the
researcher have limited the inner beauty concept for this research.
3. Image model for beauty soap
Answer:
It is important since it has a relationship with soap function. The
image model can represent the product function. It can build a trust
on consumer’s mind.
4. Preferences on both advertising
Answer:
Lux 3 respondents
It is because catchier and looks so interesting, it influenced by the
image on advertising who is an artist.
Dove 4 respondents
It is because looks real and close to the fact on daily life. A beauty is
not always as same as how an artist looks like. It was so imaginative.
17
5. Tagline
Answer:
On advertisement media a product tagline can symbolize a message
or information. In this research, tagline function can also represent
inner beauty theme. All the respondents agree that Lux tagline does
not stand for inner beauty theme and vice versa on Dove tagline.
6. Dove advertisement can be accepted or not
Answer:
It can be accepted because Dove image gives a new perspective about
beauty to the market. It is interesting, but all respondents have
realized that to educate market is not easy so it needs more time.
7. Definition on beauty as an artist (tall, white skin and slim) can be
moved or not
Answer:
It is uneasy because almost all media have exposed the perspective
about beauty as an artist on huge scale. So, it needs big efforts if there
is someone or media that want to change people perception about
beauty.
8. The advertisement can be a motivator media or not
Answer:
Yes, it can 6 respondents said that it can be one of motivator
media but it cannot works if it is not supported by real motivation
from someone inside.
No, it cannot 1 respondent said that the motivation is really comes
from someone inside.
9. Information and message
Answer:
Sometimes, information or message on advertising media can deliver
what exactly means by the product producer. All respondents have
the same opinion that inner beauty theme can also be seen by reading
this element.
18
Table 4.1 Reliability and Validity for Lux Variables
4.2 Pre Test
From pre test result that has done, questionnaire’s design that have made
can be easy to understand by respondents and to see the validity and
reliability from variables in questionnaire can be seen as follow:
Variable LUX
Cronbach's Alpha
Cronbach's Alpha Based
on Standardized
Items N of Items ,796 ,810 10
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Squared Multiple
Correlation
Cronbach's Alpha if Item
Deleted Q1 26,37 22,585 ,410 ,485 ,785 Q3 26,97 20,999 ,484 ,492 ,777 Q4 26,40 23,903 ,109 ,443 ,830 Q6 27,73 20,961 ,669 ,643 ,757 Q7 26,80 20,855 ,586 ,510 ,764 Q9 26,53 21,637 ,482 ,516 ,777 Q11 27,17 20,833 ,526 ,570 ,771 Q13 27,20 21,614 ,544 ,683 ,770 Q15 27,10 22,369 ,428 ,612 ,783 Q17 27,13 21,292 ,617 ,649 ,763
Based on the SPSS output above, can be seen that cronbach alpha value
is 0,796 > 0,60. This result shows statement items that represent Lux
variable is reliable. Items stated valid shown by corrected item-total
correlation value > from r-tabel which is 0,423. All items above are valid
except statement no 1 and no 4, but because the researcher’s
consideration those items in questionnaire still be defense.
19
Variable DOVE
Cronbach's Alpha
Cronbach's Alpha Based
on Standardized
Items N of Items ,784 ,803 8
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
Squared Multiple
Correlation
Cronbach's Alpha if Item
Deleted Q2 27,20 10,786 ,211 ,420 ,812Q5 26,87 9,154 ,599 ,457 ,740Q8 27,20 10,097 ,382 ,385 ,780Q10 26,97 9,895 ,488 ,458 ,760Q12 26,87 10,120 ,581 ,563 ,749Q14 27,23 9,840 ,647 ,686 ,739Q16 27,07 10,478 ,572 ,613 ,754Q18 27,13 9,292 ,592 ,692 ,742
Based on the SPSS output above, can be seen that cronbach alpha value
is 0,784 > 0,60. This result shows statement items that represent Dove
variable is reliable. Items stated valid shown by corrected item-total
correlation value > from r-tabel which is 0,404. All items above are valid
except statement no 2 and no 8, but because the researcher’s
consideration since those items have comparison correlation with items
no 1 and no 7 in questionnaire, so those items still be defense.
4.3 Final questionnaire
In the beginning of questionnaires distribution, the researcher distributes
135 questionnaires, but since there are invalid questionnaire so data that
can be processed only 128 questionnaires.
Table 4.2 Reliability and Validity for Dove Variables
4.3.1
On t
dissem
which
in ran
Mostl
43 %
remai
on co
consu
only
decisi
In the
questi
Demograph
this questio
mination, m
h about 65%
nge >23 year
ly responden
% followed b
inders are n
onsumer beh
umers to mak
becomes on
ion for a pro
e final ques
ioned to re
Fig
Fig
hic Respond
nnaire distr
most of the re
% followed b
rs old.
nts in this re
by 20% resp
ot the consu
havior theor
ke buying de
ne of consu
oduct.
stionnaire th
espondents
21-23 years old33%
>23 year1%
Ag
Yes, Do19%
No37%
Consumin
gure 4.1 Ages o
ure 4.2 Consum
dents
ribution sho
espondents a
by 34% in ra
search are L
pondents are
umers of bo
ry, there are
ecision. And
umers’ med
here are thre
in order to
18-20 years old66%
rs old%
ge
Y
ove
g The Products
of Respondents
ming The Prod
own that r
are on range
ange 21-23 y
Lux’s consum
e Dove’s co
oth products.
e many thing
d advertisem
dia stimuli
ee main var
o accomplis
Yes, Lux44%
s
ducts
respondents’
e 18-20 year
years old and
mers which a
onsumers and
. Actually, b
gs that influ
ment in this th
to make bu
riables that
sh this rese
age
rs old
d 1%
about
d the
based
uence
heory
uying
have
earch
objective
discussed
Var Mod Tagli Infor
messag 4.3.2 Th
Mostly r
seeing ad
the facto
Seen on
because
ad is m
attraction
0
10
20
30
40
50
60
70
80
90
e. The varia
d can be sho
riables el/image ine rmation / e
e brand ima
respondents
dvertising is
ors that can
n the figure
of the mode
more interest
n from celeb
Strongly Disagree
4
Pref
Figure 4.3 P
Table
ables arrang
own on table
Endor“Play W
Info
age
which abou
s influenced
influence r
4.3 most o
el. Based on
ting for resp
brities as Lux
Disagree
1216
ferences on A
Preferences on
e 4.3 Variables
gement in q
e follow:
LUX rser Artists
With Beauty”ormation
ut 69% agre
by the mode
respondents
of responde
this result c
pondents sin
x’s endorser
Uncertain
13
26
Ad beacuse o
Ad because of
s of Questionn
questionnaire
Lay” “Re
In
ee that the p
el. Model be
to see an a
ent prefer to
can be conclu
nce there is
than Dove a
Agree Stro
89
75
of The Image M
f The Image M
aire
e that will b
DOVE y Endorser eal Beauty”formation
preferences o
ecomes one
advertisemen
o see Lux a
uded that Lu
s a power
ad.
ngly Agree
10 11
Model
Model
be
on
of
nt.
ad
ux
of
Lux
Dove
Based
on Do
mode
thing
peopl
other
beaut
repres
On fig
an ad
1
2
3
4
5
6
7
d on figure 4
ove ad more
el on Lux ad
might caus
le have mad
thing that w
ty theme mo
sent the them
gure 4.5 abo
dvertisement
0
10
20
30
40
50
60
70
Strongly Disagree
74
0
10
20
30
40
50
60
70
80
StrongDisagre
2
4.4 above, ab
e represent a
d who is mis
sed because
de a percepti
want to be sh
st of respond
me well than
ove shows t
t. And mode
Disagree Unc
20
4
12
Ima
ly ee
Disagree
24
16
Figure 4.4
Figure 4.5
bout 53,9% r
an element o
s Universe f
models on
ion on consu
howed. And i
dents agree t
n Lux’s mode
that model i
el. And mod
certain Agree
47 48
34
6
age Model ><
e Uncertain
29 31
Preferences
Image Model a
Preferences on
respondents
of inner beau
former, Aish
Dove ad w
umers’ mind
if thus thing
that Dove’s
el.
influence res
del also bec
e Strongly Agree
6
9
9
Inner Beauty
Agree
65
77
s >< Model
and Inner Beau
n The Model
agree that m
uty theme th
hwarya Rai.
who are ord
d that there i
g relate with
models can
spondents to
comes one o
Lux
Do
Strongly Agree
813
uty
model
han a
Thus
dinary
is the
inner
more
o like
of the
x-Aishwarya Ray
ove model
Lu
Do
ux
ove
23
factors that can influence their preferences on an advertisement. If
both products compared, about 60% respondents prefer to Dove ad
because the models is different and come from ordinary people who
are not celebrities rather than Lux ad that starring by beautiful
celebrities which about 50,8%.
Analysis:
Brand image has designed a perception on consumers’ mind. Lux and
Dove have positioned a different image to the market so each brand
has its own share in market. For a long time, Lux has represented a
beauty by using celebrities as endorser. And its strategy has
succeeded accepted by consumers. Many people, especially women,
interested to see how celebrities act on TV or other media since
according to Sengupta (20005: 232) there are 5 criteria for celebrities
who become an image such as follow:
a. Match-up between brand image and celebrity image
b. Popularity
c. Trustworthiness
d. Expertise
e. Physical Attractiveness
Lux models have proven that 5 criteria above make all of them can be
fond of by consumers. This fact can be denied since all Lux
marketing campaign always has been waited by consumers (see
appendix). It indicates that a concept of beauty look like the
celebrities still accepted by consumers. Dove models that represent
vice versa also have a place on consumers’ mind. Representing
something different about new perspective on beauty attracted
consumers to pay attention. The new campaign is such a break an old
paradigm about beauty. Both images from two kinds of brand soap
have its own brand association and brand persona that try to be built.
And of course each respondent may have her own perception about
those things. The brand value pyramid (Scott M. Davis, 2000: 55) can
help demonstrate the power of brand association that may by
company such as below:
The emotional, spiritual cultural values being addressed
Even
be sh
inner
repres
mode
beaut
4.3.3
“Tagl
secar
(Adhy
Seen
Dove
0
10
20
30
40
50
60
70
80
90
The emoprov
Features omust be decustomers
Lux and Do
howed to con
beauty them
sented the i
el more illus
ty.
Tagline
line adalah
ra totalitas
y Trisnanto,
a comparis
’s tagline, w
0
0
0
0
0
0
0
0
0
0
Strongly Disagree
D
61
functional orotional benefitvided to custo
r processes themonstrated t
ove must be
nsumers. If
me, most of t
image and th
strate a phy
salah satu
merupakan
2007:73).
son two pr
which is “R
Disagree Uncer
39 36
3
Like
Tag
Figure 4.6 Ta
r ts
omers
hat o
e having its
both image
the responde
he theme co
sical beauty
bagian dar
penciptaan
roducts, mo
eal Beauty”
rtain Agree
39
22
85
ert
gline >< Inne
agline and Inne
own brand v
es have been
ents agree th
ompare with
y from celeb
ri brand ide
wujud kepr
stly respond
”, can repres
Strongly Agree
817
r Beauty
er Beauty
B
value pyram
n correlated
hat Dove has
h Lux since
brities than
entification
ribadian me
dents agree
sent inner be
Lux
Dove
Beliefs and values
Benefits
Features anattributes
mid to
with
s well
e Lux
inner
yang
erek”
that
eauty
"Play With Beauty
e "Real Beauty"
nd s
y"
theme on
that is “P
on disag
dominan
conclude
yet repre
above ca
about tag
About 53
represent
thus them
and tagli
because
have ma
responde
beauty th
4.3.4 Inf
0
10
20
30
40
50
60
70
n advertisem
Play With B
gree, uncerta
nt answer to
es that Lux’s
esent inner b
an show the
gline and its
3,9 % respo
ts inner bea
me on its ad
ine. And fo
image from
ade its perce
ents agree th
heme.
formation/m
Strongly Disagree
3 2
Fig
ment. Where
Beauty” the r
ain, and als
conclude r
s tagline, wh
beauty theme
e responden
correlation w
ondents agre
auty theme.
that showed
or the Lux m
using of cel
eption on co
hat Lux’s m
message
Disagree
27
8
Model a
gure 4.7 Mode
eas, on Lux
respondents’
so agree sta
respondents’
hich is “Play
e on advertis
nts’ percepti
with inner b
ee that mode
It means th
d from two e
mostly respo
lebrities with
onsumers’ m
model and ta
Uncertain
53
40
nd Tagline ><
l, Tagline and
ad that bring
’ answer be
atement. So
answers. T
y With Beau
sement. But
ion about th
beauty theme
el and taglin
hat Dove m
elements wh
ondents is u
h an ideal ph
mind. So, on
agline can re
Agree Stron
41
69
< Inner Beauty
Inner Beauty
g up a taglin
spread even
o, there is n
The research
uty”, could n
the figure 4
heir judgme
e.
ne Dove cou
more represe
hich are mod
uncertain, it
hysical beau
nly about 32
epresent inn
ngly Agree
49
y
ne
nly
no
her
not
4.6
ent
uld
ent
del
is
uty
%
ner
Lux
Dove
Mostl
of inf
comp
which
statem
Analy
Three
is fun
resear
consu
theme
4.3.5
ly responden
formation or
pare with Lu
h about 39%
ment.
ysis:
e advertisem
nction as in
rch the in
umers do in
e based on w
Other Perce
0
10
20
30
40
50
60
70
80
StrongDisagre
0
F
nts (61,7%) a
r message co
ux ad. Judgm
% and followe
ment’s eleme
nformation t
nformation
nformation p
what they hav
eption
ly ee
Disagree
32
17
Inform
Figure 4.8 Infor
agree that D
ontent can re
ment about
ed by 33,6%
ents above p
to consumer
are about
process to m
ve seen on b
e Uncertain
50
34
mation/messa
rmation/messa
Dove ad that
epresents inn
Lux ad gre
% respondent
proven that a
rs about so
inner beau
make a perc
both advertis
Agree
43
79
ge >< Inner B
age and Inner B
see from ele
ner beauty th
eater in unce
ts agree with
an advertise
omething, in
uty theme.
eption abou
ements.
Strongly Agree
37
Beauty
Beauty
ement
heme
ertain
h thus
ement
n this
The
ut the
Lu
Do
ux
ove
Based on
supporte
beauty s
using of
necessity
supporte
consume
Talking
projectio
agree tha
because
Dove ad
0
10
20
30
40
50
60
70
n responden
ed by 23%
soap must be
f celebrity e
y. Responde
ed on how an
ers as the aud
about beau
on. And base
at a beauty
not all wom
d about 46,8
Uncertai16%
Perceptio
Strongly Disagree
D
3 1
Figure 4.9 P
ts’ answers,
respondent
e comes fro
endorser, as
nts can acce
n advertisem
diences.
uty, Lux an
ed on figure
on Lux ad
men have a b
8% agree th
in
Agree12%
on about Imag
Disagree Unc
15
2
12
Pe
Figure 4.10 P
Perceptions abo
about 46%
ts strongly
om celebritie
model or p
ept the thing
ment have be
nd Dove pr
4.10 above,
is selling a
beauty look l
hat a beauty
Disag47%
e Strongly Agr2%
ge on Beauty S
certain Agree
24
67
29
6
rception on B
Perception on
out Image on B
respondents
disagree th
es. This resu
product’s im
g on the cont
en making a
resent a dif
about 52,3%
a fantasy and
like an artist
y that presen
ree%
ree
Soap Product
e Strongly Agree
19
60
26
Beauty
Beauty
Beauty Soap Pr
s disagree an
hat model f
ult, prove th
mage is not
trary if it als
and can attra
fferent imag
% responden
d imaginatio
t. Whereas o
nted by Dov
Strongly Disagr23%
ts (celebrities
roducts
nd
for
hat
a
so
act
ge
nts
on
on
ve
ree
s)
Lux-imaginative
Dove-looks real
close
Dove
illustr
pure
contra
Mostl
Lux
celebr
And
eleme
4.3.6
Cross
betwe
proba
0,1 (
correl
C
se
to the real
presents a b
rates a beaut
white skin
ary. And mo
ly responden
ad than Do
rities as end
thus hing a
ents for exam
Crosstabs
stabs is don
een two v
abilities calcu
(confidence
lation.
Caring for p
ee Lux adv r
S
condition th
beauty imag
ty that not a
and propo
ost of respon
nts which ab
ove ad. If t
dorser, can c
also supporte
mple jingle m
ne in order t
variables in
ulation that
level 90%
physical app
rather than
Agree27%
trongly Agree11%
Prefer
Figure 4.11 Pr
Table 4.4 Cro
hat faced by
ge that close
always repre
ortional heig
ndents agree
bout 38% agr
thus thing c
conclude tha
ed by other
music, colors
to know wh
n this rese
if chi-squre’
%) so it me
pearance an
n Dove adv
Strongly Disa3%
Uncert33%
rences to See
references to S
osstabs I
many wom
to women’s
esented by a
ght and we
with thus sta
ree that they
correlate wi
at thus facto
r elements e
s, and the sto
hether there
earch. The
’s value on C
eans both v
nd the state
agree
tain%
Lux Ad
See Lux Adv
men. It is bec
s daily life. D
woman who
eight but on
atement.
y interested t
ith the usin
r has influen
especially th
oryboard.
e is a correl
researcher
Chi Square t
variable ha
ement Pref
Disagree26%
cause
Dove
o has
n the
to see
ng of
nced.
he art
lation
use
test ≥
ave a
fer to
29
Value df
Asymp. Sig. (2-sided)
Pearson Chi-Square 7,763(a) 4 ,099
Likelihood Ratio 10,145 4 ,038 Linear-by-Linear Association 6,992 1 ,008
N of Valid Cases 128
Based on the table 4.3 above there is a correlation between question
caring for physical appearance with the statement that prefer to see
Lux adv rather than Dove adv. Mostly respondents who are caring for
their physical appearance which about 28,7% agree that they prefer to
see Lux ad rather than Dove ad. Vice versa, respondents who are not
really care for their physical appearance about 37,03% disagree with
thus statement. Thus thing happens maybe because the differentiation
images model that presented from each products and also its beauty
theme.
Caring for physical appearance and the statement Lux adv is
selling the imagination of beauty as an artist
Table 4.5 Crosstabs II
Figure 4.12 Crosstabs I
Yes No
Caring for physical appearance
0
10
20
30
40
Count
Prefer to see Lux adv rather than
Dove advStrongly DisagreeDisagreeUncertainAgreeStrongly Agree
Bar Chart
30
Value df
Asymp. Sig. (2-sided)
Pearson Chi-Square 7,577(a) 4 ,098
Likelihood Ratio 7,206 4 ,125Linear-by-Linear Association 1,697 1 ,193
N of Valid Cases 128
Based on the table 4.4 above there is a correlation between question
caring for physical appearance with the statement that Lux adv is
selling the imagination of beauty as an artist. From the graphic above
about 55,4% from total respondents who are caring for physical
appearance agree that Lux adv is selling the imagination about
beauty. Mostly respondents (78,9%) are caring for their physical
appearance but they also realize that their caring will no comparable
with a beauty look like an artist.
Caring for physical appearance and the statement Have seen
the element of inner beauty on Lux adv Table 4.6 Crosstabs III
Figure 4.13 Crosstabs II
Yes No
Caring for physical appearance
0
10
20
30
40
50
60
Count
Lux adv is selling the imagination of beauty as an artist
Strongly DisagreeDisagreeUncertainAgreeStrongly Agree
Bar Chart
31
Value df
Asymp. Sig. (2-sided)
Pearson Chi-Square 11,377(a) 4 ,023
Likelihood Ratio 12,473 4 ,014 Linear-by-Linear Association 11,160 1 ,001
N of Valid Cases 128
There is correlation between question caring for physical appearance
with the statement has seen the element of inner beauty on Lux ad.
Mostly respondents who agreed thus statement are caring for physical
appearance which about 36,6% compared with the respondents who
are not caring for physical appearance.
Confidence after bath and the statement Interesting to see
Dove adv eventhough does not use the celebrities as the endorser
Table 4.7 Crosstabs IV
Figure 4.14 Crosstabs III
Yes No
Caring for physical appearance
0
10
20
30
40
50
Count
Have seen the element of inner
beauty on Lux advStrongly DisagreeDisagreeUncertainAgreeStrongly Agree
Bar Chart
32
Value df
Asymp. Sig. (2-sided)
Pearson Chi-Square 9,083(a) 3 ,028
Likelihood Ratio 8,509 3 ,037Linear-by-Linear Association 3,047 1 ,081
N of Valid Cases 128
Based on the table 4.6 above, there is a correlation between question
about confidence after bath with the statement interesting to see Dove
adv eventhough does not use the celebrities as the endorser. Mostly
respondents who have a confidence after bath which about 59,1%
agree with the statement that means the respondents have interested
to see Dove adv eventhough does not use the celebrities as the
endorser.
Confidence after bath and the statement The model and
Tagline Dove adv already represent the inner beauty theme
Figure 4.15 Crosstabs IV
Table 4.8 Crosstabs V
Yes No
Confidence after bath
0
10
20
30
40
50
60
Count
Interesting to see Dove adv
eventhough do not use the celebrities
as the endorserDisagreeUncertainAgreeStrongly Agree
Bar Chart
33
Value df
Asymp. Sig. (2-sided)
Pearson Chi-Square 9,387(a) 4 ,052
Likelihood Ratio 11,903 4 ,018 Linear-by-Linear Association 2,745 1 ,098
N of Valid Cases 128
Based on table 4.7 above there is a correlation between question
about confidence after bath with the statement the model and tagline
Dove adv already represents the inner beauty theme. From the
graphic about 41,4% from total respondents who having confidence
after bath agree that the model and tagline Dove adv already
represents the inner beauty theme. And about 48,7% respondents is
uncertain with thus statement.
Figure 4.16 Crosstabs V
Yes No
Confidence after bath
0
10
20
30
40
50
60
Count
The model and tagline Dove adv already
represent the theme of inner
beautyStrongly DisagreeDisagreeUncertainSetujuStrongly Agree
Bar Chart
5.1 Conc Based on
image or
responden
advertisem
related to
image bu
not be de
conclusio
which are
more ag
advertisem
result as b
Responde
appearanc
an image
5.2 Recom
0
10
20
30
40
50
60
70
CONCL
clusion
n interpretat
r endorser
nts. On dir
ment influen
o its adverti
ut also the p
enied and i
on that imag
e tagline an
gree that t
ment than on
below:
ents can ac
ce from a ce
for beauty s
mmendatio
Strongly Disagree
2 1
CHALUSION AN
tion data ab
actually ha
rectly or e
nce them to
isement. Not
product func
f it related
ge and also
nd informatio
they have
n Lux adver
ccept inner
elebrity not b
soap product
n
Disagree
26
9
Inner
Figure 5.1 In
APTER VND RECOM
bove the re
ave own p
ven indirec
make a perc
t only a per
ction that re
with inner
elements th
on or messa
seen inner
rtisement. It
beauty the
become a ne
t.
Uncertain
56
43
r Beauty on A
nner Beauty on
V
MMENDAT
esearcher ca
ower of at
ctly image
ception abou
rception abo
epresented. T
beauty them
at exist on i
age, most of
r beauty th
can be show
eme and be
ecessity anym
Agree Stro
40
63
Ad Media
n Ad Media
ION
an conclude
ttraction for
endorser o
ut something
out the prod
Those things
me can cons
its advertise
f the respon
heme on D
wn on the gra
eautiful phy
more to repr
ongly Agree
4
12
e that
r the
n an
g that
duct’s
s can
struct
ement
dents
Dove
aphic
ysical
resent
Lux
Dove
e
35
The using of celebrity endorser is not always a necessity since
consumers can accept endorsers even they are not as beautiful as a
celebrity.
Inner beauty theme in advertisement media is also a good idea
because consumers have been understood what it means and followed
by supporting strategies that is interesting, inner beauty theme in
advertisement can become one of the motivator media for consumers.
It will influence the consumers especially for women to be
confidence to appear as themselves. Thus strategy will relate to
educate market for a certain period.
REFERENCES
36
A., Gilbert, Jr, Churchill & Iacobucci, Dawn, 2005, Marketing Research,
Thomson South-Western.
Ariestonandri, Prima, 2006, Marketing Research for Beginner,
Yogyakarta, ANDI.
Belch, George E. & Belch, Michael A., 2004, Advertising and
Promotion, New York, Mc Graw Hill.
Cakram Fokus Magazine, December edition, Jakarta, 2006.
Davis, Scott M., 2000, Brand Asset Management, San
Fransisco:JOSSEY-BASS.
Hawkins, Best, Coney, 1998, Consumer Behavior Building Marketing
Strategy, USA, Mc Graw Hill.
Kottler, Philip & Gary Armstrong, 1996, Principles of Marketing (7th ed),
New Jersey, Prentice-Hall
Marketing Mix Magazine, Maret-April edition, Jakarta, 2007.
Nugroho, Agung Bhuono, 2005, Strategi Jitu Memilih Metode Statistik
Penelitian Dengan SPSS, Yogyakarta, ANDI.
Rositter, John R. & Lary Perey, 1996, Advertising & Promotion
Management, Irwin
Sengupta, Subroto., 2005, Brand Positioning, Strategies for Competitive
Advantage, 2nd edition.
Simamora, Bilson, 2004, Panduan Riset Perilaku Konsumen, Jakarta,
INA: Gramedia Pustaka Utama.
Sutherland, Max, & Sylvester, K, Alice, 2000, Advertising and the mind
of the consumer, Australia, Allen&Unwin.
Trisnanto, Adhy, 2007, Cerdas Beriklan, Yogyakarta, Galangpress.
37
38
APPENDICES
APPENDIX I
Questionnaire
& Data
39
40
APPENDIX II
Documentation of Lux Campaign
41
42
APPENDIX III
Documentation of FGD
• Lux advertisement
• Dove advertisement
Lux Campaign at Paris Van Java Mall on 25th February 2007
FGD on 16th June 2007
Tujuan Kuesioner:
Kuesioner ini dibuat sebagai data untuk melengkapi penelitian Tugas Akhir
(TA) Sekolah Bisnis dan Manajemen ITB dalam tema “Persepsi “Inner
Beauty” Dalam Iklan Sabun Lux dan Dove”
Menggambarkan preferensi dan persepsi responden terhadap iklan Sabun Lux
dan Dove
Note:
“inner beauty” yang dimaksud dalam kuesioner ini adalah suatu konsep
kecantikan yang melihat sesuatu yang unik dan positif dalam diri wanita yang tidak
selalu dilihat dan dinilai dari kecantikan fisik secara sempurna tetapi lebih kepada
berani untuk tampil menjadi diri sendiri.
Demographic: (Tandai salah satu yang benar) Usia:
17-20 tahun
21-23 tahun
>23 tahun
(tandai salah satu jawaban dari pertanyaan-pertanyaan dibawah ini menurut pandapat anda)
1. Apakah anda termasuk orang yang sangat peduli terhadap penampilan fisik
a. Ya b. Tidak
2. Anda setuju bahwa dengan menjadi bersih dan wangi, anda sudah merasa
cantik (pertanyaan ini berhubungan dengan fungsi sabun)
a. Ya b. Tidak
3. Apakah anda termasuk konsumen produk sabun Lux atau Dove
a. Ya ……….(sebutkan) b. Tidak
No Pernyataan Sangat Tidak Tidak
Ragu-ragu Setuju Sangat
Setuju Setuju Setuju Image model dalam iklan 1 2 3 4 5
1 Saya tertarik melihat iklan Lux yang dibintangi oleh para selebritis cantik 2 Saya tertarik melihat iklan sabun Dove yang tidak menggunakan selebritis sebagai bintang iklannya 3 Saya lebih tertarik melihat iklan Lux dibandingkan dengan iklan Dove 4 Menurut saya iklan Lux menjual sebuah mimpi tentang kecantikan wanita seperti seorang artis 5 Menurut saya iklan Dove lebih menonjolkan sesuatu yang beda & nyata untuk kecantikan 6 Model iklan sabun kecantikan harus seorang selebritis yang cantik & terkenal 7 Model iklan Lux (Aishwarya Ray) dapat mewakili unsur "inner beauty" yang ingin ditampilkan 8 Model iklan Dove dapat mewakili unsur "inner beauty" yang ingin ditampilkan 9 Saya menyukai iklan Lux karena model iklannya seorang selebritis cantik 10 Saya menyukai iklan Dove karena model iklannya yang beda (orang biasa) Unsur iklan dan kaitannya dengan tema "inner beauty" 1 2 3 4 5
11 Tagline Lux yaitu "Play with Beauty" dapat mewakili unsur "inner beauty" yang ingin ditampilkan
12 Tagline Dove yaitu "Real Beauty" dapat mewakili unsur "inner beauty" yang ingin ditampilkan
13 Model iklan dan tagline Lux sudah mewakili unsur "inner beauty" yang ingin ditampilkan
14 Model iklan dan tagline Dove sudah mewakili unsur "inner beauty" yang ingin ditampilkan
15 Informasi/pesan yang ada dalam iklan sabun Lux dapat mewakili unsur "inner beauty" yang ingin ditampilkan
16 Informasi/pesan yang ada dalam iklan sabun Dove dapat mewakili unsur "inner beauty" yang ingin ditampilkan
17 Saya sudah melihat unsur "inner beauty" dalam iklan Lux 18 Saya sudah melihat unsur "inner beauty" dalam iklan Dove
*Terima Kasih* (^,^)
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