Monalisa Rida Putri, . (2024) FENOMENA TASYA FARASYA APPROVED DALAM CELEBRITY ENDORSEMENT PADA PRODUK SKINTIFIC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In this study, the author focuses on the form of celebrity endorsement by Tasya Farasya, specifically Tasya Farasya approved, given to Skintific products using the Meaning Transfer Model (MTM) theory. The research aims to analyze the phenomenon of Tasya Farasya approved in celebrity endorsement of Skintific products. The method employed in the study is qualitative research through a case study approach to elucidate the phenomenon of Tasya Farasya approved in the concept of celebrity endorsement. Data collection techniques include in-depth interviews and documentation. Five informants were interviewed using purposive sampling based on predetermined criteria. The study's findings reveal six dimensions of meaning associated with Tasya Farasya: personality, lifestyle, credibility, physical appearance, emotions, and performance. These dimensions are perceived through roles identified by informants, such as beauty influencer, beauty vlogger, and reviewer. Positive actions by the celebrity endorser facilitate the transfer of meaning to Skintific products. Similarities in characteristics and values between Tasya Farasya and Skintific products also enhance endorsement effectiveness. Tasya Farasya approved further strengthens the transfer of credibility from Tasya Farasya to Skintific products, as Tasya Farasya is perceived as an indicator of product quality. During the purchasing stage, consumers create their own steps to weigh personal needs against product relevance, enabling them to fully consume the product's meaning.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010411175] [Pembimbing; Damayanti Masduki] [Penguji 1: Kusumajanti] [Penguji 2: Nuril Ashivah Misbah] |
| Uncontrolled Keywords: | Celebrity endorsement, Tasya Farasya approved, meaning transfer model, Skintific, celebrity meaning |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MONALISA RIDA PUTRI |
| Date Deposited: | 27 Aug 2024 03:01 |
| Last Modified: | 27 Aug 2024 03:01 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32781 |
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