inner beauty perception from two soap brands

“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


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,


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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-


Memory Low -------------- High-


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



Likelihood Ratio 7,206 4 ,125Linear-by-Linear Association 1,697 1 ,193


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


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





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


0

10

20

30

40

50

Count

Have seen the element of inner

beauty on Lux advStrongly DisagreeDisagreeUncertainAgreeStrongly Agree

Bar Chart

32

Value df



Likelihood Ratio 8,509 3 ,037Linear-by-Linear Association 3,047 1 ,081


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





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

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56

43

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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.

38

APPENDICES

APPENDIX I

Questionnaire

& Data

40

APPENDIX II

Documentation of Lux Campaign

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* (^,^)

inner beauty perception from two soap brands

Documents

dove advertisement

lux advertisement

beauty soap products

products advertisement

dove soap

inner beauty theme

media advertisement

beauty of celebrities