PENGARUH IKLAN DIVERSITY MARKETING TERHADAP MINAT BELI PRODUK RAECCA BEAUTY (STUDI PADA FOLLOWERS GENERASI Z @RAECCAID)

Vianda Zayyana Mantovani, . (2025) PENGARUH IKLAN DIVERSITY MARKETING TERHADAP MINAT BELI PRODUK RAECCA BEAUTY (STUDI PADA FOLLOWERS GENERASI Z @RAECCAID). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The beauty industry is currently experiencing significant changes with more and more brands highlighting diversity in their advertisements. The background of this study is to answer consumer demands, especially Generation Z, who are more aware of issues of representation and inclusivity. Raecca Beauty as a local brand also displays diversity of race, body shape, skin color, and hair type in its marketing content. However, it is not yet known for certain whether this strategy has an impact on consumer purchasing interest, especially in the Gen Z segment which is their main target. Therefore, this study was conducted to determine the effect of diversity marketing advertisements on purchasing interest in Raecca Beauty products. The method used was quantitative by distributing questionnaires to 100 respondents. The results of the hypothesis test showed that there was a significant influence between diversity marketing on purchasing interest, with a calculated t-value > t table of 13.153 > 1.660 and a significance of 0.001 < 0.05. The R Square value of 0.638 indicates that 63.8% of the variation in purchasing interest is explained by diversity marketing advertisements. Based on Cognitive Response theory, its three aspects (product/message thoughts, source-oriented thoughts, and ad execution thoughts) are formed positively and support increased purchase intention. Therefore, the greater the implementation of diversity marketing advertising, the greater its impact on purchase intention. Keywords: cognitive response, diversity marketing, Gen Z, purchase intention,, Raecca Beauty

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411020] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Lusia Handayani] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Keywords: cognitive response, diversity marketing, Gen Z, purchase intention,, Raecca Beauty
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: VIANDA ZAYYANA MANTOVANI
Date Deposited: 15 Aug 2025 07:35
Last Modified: 15 Aug 2025 07:35
URI: http://repository.upnvj.ac.id/id/eprint/39235

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