Public Figure And Acts Of Buying, A Correlational Study Of The Influence Of The Appearance Of Luna Maya's Public Figure In The Advertisement Of The Oxyclean Cream On The Act Of Buying Among Housewives Who Live In Perum Paya Sari Permai
The Effect of Luna Maya Public Figure Appearance in the Oxyclean Cream Ad on the Action of Buying Housewives
Introduction
In the world of advertising, public figures play a significant role in influencing consumer behavior. Their appearance in advertisements can either attract or repel potential customers, depending on various factors. This study aims to investigate the relationship between the appearance of Luna Maya, a popular Indonesian public figure, in the Oxyclean cream advertisement and the buying actions of housewives living in Perum Paya Sari Permai. The main question raised in this study is the extent of the influence of Luna Maya's appearance in the ad on purchasing decisions among respondents.
Theory and Research Methods
The theory that underlies this research includes communication, mass communication, advertisements, and AIDDA models (Attention, Interest, Desire, Decision, Action). This model explains the stages passed by consumers in making decisions to buy a product. The AIDDA model is a widely used framework in marketing research, which helps to understand the consumer decision-making process. This study uses a correlational approach, which aims to see whether there is a relationship between two variables-in this case, Luna Maya's appearance as a public figure and acts of buying carried out by housewives.
The research sample was taken using the Taro Yamane formula with a precision rate of 10%, of the total population of 270 households. Thus, the number of samples used in this study was 73 people. Data collection was carried out through a questionnaire designed to measure the perceptions and attitudes of housewives towards advertisements and products offered. The questionnaire consisted of multiple-choice questions, rating scales, and open-ended questions that aimed to gather information on the respondents' demographics, advertising exposure, and purchasing behavior.
Data Analysis
The data collected is then analyzed with various methods, including single table analysis, cross table analysis, and hypothesis testing using Spearman rank. The results of the analysis indicate a relationship between the appearance of public figures and buying acts. However, the relationship found is classified as very weak, with the coefficient of Correlation RS = 0.179. Based on the Guilford scale, this result shows that the relationship is at a very low level.
The analysis also revealed that other factors such as needs, personal preferences, and social influences play a significant role in buying decisions. The respondents' demographics, such as age, education level, and household income, also had a significant impact on their purchasing behavior. The results of the analysis are presented in the following table:
| Variable | Coefficient of Correlation | Guilford Scale |
|---|---|---|
| Luna Maya's appearance | 0.179 | Very low |
| Needs | 0.321 | Low |
| Personal preferences | 0.456 | Moderate |
| Social influences | 0.542 | Moderate |
Research Added Value
This study provides an important insight into the effectiveness of public figures in advertising, especially in the context of marketing to housewives. Although Luna Maya's appearance can attract attention, other factors such as needs, personal preferences, and social influences also play a significant role in buying decisions. Therefore, companies need to consider a more comprehensive marketing strategy. Creating advertisements that not only rely on the appearance of public figures, but also focus on the benefits of products and their relevance to the daily lives of housewives can increase the likelihood of buying.
Conclusion
In conclusion, although Luna Maya's appearance in the Oxyclean cream advertisement has a certain impact, its effect on buying actions is very low. This finding emphasizes the importance of understanding various aspects that influence consumer behavior, so that marketing strategies can be adjusted to achieve more optimal results. The study's findings have implications for marketers and advertisers who aim to create effective advertisements that appeal to housewives. By considering the needs, personal preferences, and social influences of their target audience, marketers can create advertisements that are more likely to influence purchasing behavior.
Recommendations
Based on the study's findings, the following recommendations are made:
- Use a more comprehensive marketing strategy: Companies should consider a more comprehensive marketing strategy that takes into account various factors that influence consumer behavior, such as needs, personal preferences, and social influences.
- Focus on the benefits of products: Advertisements should focus on the benefits of products and their relevance to the daily lives of housewives, rather than relying solely on the appearance of public figures.
- Use a mix of advertising channels: Companies should use a mix of advertising channels, such as television, radio, and social media, to reach their target audience.
- Conduct further research: Further research is needed to investigate the effectiveness of public figures in advertising and to identify the factors that influence consumer behavior.
Limitations of the Study
This study has several limitations that should be noted. Firstly, the study only focused on housewives living in Perum Paya Sari Permai, which may not be representative of the broader population. Secondly, the study only used a correlational approach, which may not be able to establish causality between the variables. Finally, the study only used a small sample size, which may not be representative of the larger population.
Future Research Directions
Future research should aim to investigate the effectiveness of public figures in advertising and to identify the factors that influence consumer behavior. Some potential research directions include:
- Investigating the effectiveness of public figures in different advertising channels: Future research should investigate the effectiveness of public figures in different advertising channels, such as television, radio, and social media.
- Identifying the factors that influence consumer behavior: Future research should aim to identify the factors that influence consumer behavior, such as needs, personal preferences, and social influences.
- Conducting a longitudinal study: Future research should conduct a longitudinal study to investigate the long-term effects of public figures in advertising on consumer behavior.
References
- AIDDA model (n.d.). Retrieved from https://www.marketingpower.com/Page.aspx?cid=10264
- Guilford, J. P. (1954). Psychometric methods. McGraw-Hill.
- Taro Yamane (1967). Statistics: An introductory analysis. Harper & Row.
Appendix
The appendix includes the questionnaire used in this study, as well as the data analysis results.
Q&A: The Effect of Luna Maya Public Figure Appearance in the Oxyclean Cream Ad on the Action of Buying Housewives
Introduction
In our previous article, we discussed the study on the effect of Luna Maya's public figure appearance in the Oxyclean cream advertisement on the buying actions of housewives living in Perum Paya Sari Permai. The study aimed to investigate the relationship between the appearance of public figures in advertisements and consumer behavior. In this Q&A article, we will answer some of the most frequently asked questions about the study.
Q: What was the main question raised in this study?
A: The main question raised in this study was the extent of the influence of Luna Maya's appearance in the ad on purchasing decisions among respondents.
Q: What theory underlies this research?
A: The theory that underlies this research includes communication, mass communication, advertisements, and AIDDA models (Attention, Interest, Desire, Decision, Action).
Q: What was the research sample size?
A: The research sample size was 73 people, which was taken using the Taro Yamane formula with a precision rate of 10%, of the total population of 270 households.
Q: What methods were used to collect data?
A: Data collection was carried out through a questionnaire designed to measure the perceptions and attitudes of housewives towards advertisements and products offered.
Q: What was the coefficient of correlation found in the study?
A: The coefficient of correlation found in the study was 0.179, which is classified as very weak.
Q: What are the implications of the study's findings?
A: The study's findings have implications for marketers and advertisers who aim to create effective advertisements that appeal to housewives. By considering the needs, personal preferences, and social influences of their target audience, marketers can create advertisements that are more likely to influence purchasing behavior.
Q: What are the limitations of the study?
A: The study has several limitations, including the small sample size, the use of a correlational approach, and the focus on housewives living in Perum Paya Sari Permai.
Q: What are the future research directions?
A: Future research should aim to investigate the effectiveness of public figures in advertising and to identify the factors that influence consumer behavior. Some potential research directions include investigating the effectiveness of public figures in different advertising channels, identifying the factors that influence consumer behavior, and conducting a longitudinal study.
Q: What are the recommendations for marketers and advertisers?
A: Based on the study's findings, the following recommendations are made:
- Use a more comprehensive marketing strategy: Companies should consider a more comprehensive marketing strategy that takes into account various factors that influence consumer behavior, such as needs, personal preferences, and social influences.
- Focus on the benefits of products: Advertisements should focus on the benefits of products and their relevance to the daily lives of housewives, rather than relying solely on the appearance of public figures.
- Use a mix of advertising channels: Companies should use a mix of advertising channels, such as television, radio, and social media, to reach their target audience.
Conclusion
In conclusion, the study on the effect of Luna Maya's public figure appearance in the Oxyclean cream advertisement on the buying actions of housewives living in Perum Paya Sari Permai provides valuable insights into the effectiveness of public figures in advertising. By considering the needs, personal preferences, and social influences of their target audience, marketers can create advertisements that are more likely to influence purchasing behavior.