Aprilianti Dewi, . (2022) PENGARUH PESAN KAMPANYE #MAKINGBEAUTYBETTER OLEH DEAR ME BEAUTY TERHADAP SIKAP FOLLOWERS MENGENAI STANDAR KECANTIKAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Making Beauty Better is a campaign conducted by Dear Me Beauty. This campaign attracts attention with the use of models and the delivery of messages on social media so that this campaign is unique and gives a positive impression for a brand. Another thing that makes this campaign unique is how Dear Me Beauty includes middle-aged male models. Through this campaign, Dear Me Beauty voices a message about how beauty is universal and can be owned by everyone regardless of gender, age, or skin color. The choice of Instagram as social media as a campaign channel makes this message easier to convey to the public. This campaign received a positive response from the audience on the @dearmebeauty Instagram account. The purpose of this study is to determine how much the campign influence message on followers attitudes about beauty standards. This study uses attribution theory as a measurement tool to test the effect of messages on attitudes. The method used in this research is an explanatory quantitative method which is willing to explain the influence between the two variables. This research data collection uses a survey method by distributing questionnaires to 100 followers of the @dearmebeauty Instagram account. The results of this study show the results of the correlation test of 0.715 which means there is a strong relationship between the two variables. The results of the regression test stated that there was an effect of 50.2% of campaign messages on followers attitudes about beauty standards. And the results of the t test which get a value of 5,136 t arithmetic which is greater than the t table, namely 1.292, it means that Ho is rejected, H1 is accepted. The conclusion in this study is that there is a significant influence between campaign messages on followers attitudes about beauty standards.
| Item Type: | Thesis (Skripsi) |
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| Additional Information: | [No. Panggil : 1810411257] [Pembimbing : Ana Kuswanti] [Penguji 1 : Retno Dyah Kusumastuti] [Penguji 2 : Rizkiya Ayu Maulida] |
| Uncontrolled Keywords: | Beauty standard, Campaign message, Making Beauty Better |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Aprilianti Dewi |
| Date Deposited: | 20 Sep 2022 03:57 |
| Last Modified: | 20 Sep 2022 03:57 |
| URI: | http://repository.upnvj.ac.id/id/eprint/19900 |
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