PENGARUH TERPAAN INSTAGRAM STORIES BIORE MICELLAR WATER SEBAGAI IKLAN PRODUK KECANTIKAN TERHADAP PRODUCT KNOWLEDGE FOLLOWER @ID.BIORE
Humans at this time are very concerned about their appearance. Especially on their faces. Of course most women pay more attention to their own faces. The survey showed 84 percent of respondents claimed not to feel beautiful. Therefore, women often compare and identify beauty products from various br...
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2020-07-17.
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| 520 | |a Humans at this time are very concerned about their appearance. Especially on their faces. Of course most women pay more attention to their own faces. The survey showed 84 percent of respondents claimed not to feel beautiful. Therefore, women often compare and identify beauty products from various brands. All women want to look beautiful and healthy, and therefore women know what is best for their face and skin. Women often compare one product to another in finding beauty products. Women also often consult a dermatologist or a beauty doctor about what beauty products they will use. Women do not want their skin or face damaged by mistake choosing the product. Many ways to compare products including through the internet. There are 2 theories used in this research, namely new media and cognitive response. There are 3 dimensions to measure the effectiveness of Instagram Stories, namely Duration, Intensity and Frequency. Whereas Product Knowledge is usability, experience, product knowledge and familiarity. Correlation test results show there is a correlation between Instagram Stories exposure and Product Knowledge. Pearson value results are at 0.820, this indicates that the correlation between variables X and Y is strong. The test results influence that the Instagram Stories (X) variable influences the Product Knowledge (Y) variable. This shows that Ha was accepted and Ho was rejected. This shows that the more exposure to Instagram Stories, the more efficient it is to create Product Knowledge. Keywords: Instagram Stories Exsposure, Beauty Products Advertisements, Product Knowledge. | ||
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