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

By
ID No: 19004063
Undergraduate Program
School of Business and Management
Institut Teknologi Bandung
Validated By
Drs. Herry Hudrasyah, MA

NIP. 131 914 187

Date of Final Examination: 8th August 2007

Date of Graduation: 27th October 2007
Undergraduate Program, Institute Technology Bandung, 2007
Thesis 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 womans 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 advertisements
content.
Lux that brings up beauty theme that represented by beautiful celebrities and
popular have get more consumers attention. Thus thing is supported by Luxs
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

Tanggal Ujian Akhir: 8 Agustus 2007

Tanggal Wisuda: 27 Oktober 2007
Program Sarjana, Institut Teknologi Bandung, 2007
Pembimbing: 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. Strategistrategi 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
ii
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,
iii
LIST OF CONTENTS
ABSTRACT
..
ii
FOREWORD
iii
LIST OF CONTENTS ...
iv
LIST OF IMAGES
vi
ABSTRAK
LIST OF TABLES vii

LIST OF APPENDECIS ... viii
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 11
3.2
Collecting Data .
3.2.1
Study Literature 11
3.2.2
Secondary Data . 11
11
iv
3.2.3
Defining The Research Sample 11
3.3
Focus Group Discussion ...
3.4
Questionnaire 13
3.5
Validity and Reliability Test . 13
3.5.1
Validity . 13
3.5.2
Reliability .. 13
3.6
Analysis 14
3.7
Conclusions and Recommendation .. 14
12
Chapter IV INTERPRETATION AND ANALYSIS

4.1
Focus Group Discussion 17
4.2
Pre Test . 19
4.3
Final Questionnaire 20
4.3.1
Demographic Respondents 21
4.3.2
The Brand Image 22
4.3.3
Tagline .
4.3.4
Information/ message ... 27
4.3.5
Other Perception 28
4.3.6
Crosstabs .. 29
25
Chapter V CONCLUSIONS AND RECOMMENDATIONS

5.1
Conclusions .. 35
5.2
Recommendations . 36
References 37
Appendices .
39
LIST OF IMAGES
Figure 2.1
Brand Image
Figure 2.2
Information Processing For Consumer Decision
Making
Figure 3.1
Research Methodology Diagram
15
Figure 4.1
Ages of Respondents
21
Figure 4.2
Consuming The products
21
Figure 4.3
Preferences on Ad because of the model
22
Figure 4.4
Image Model and Inner Beauty
22
Figure 4.5
Preferences on The Model
22
Figure 4.6
Tagline and Inner Beauty
25
Figure 4.7
Model, Tagline and Inner Beauty
26
Figure 4.8
Information/ message and Inner Beauty
27
Figure 4.9
Perception about Image on Beauty Soap Products
28
Figure 4.10
Perception on Beauty
28
Figure 4.11
Preferences to see Lux Adv
29
Figure 4.12
Crosstabs I
30
Figure 4.13
Crosstabs II
31
Figure 4.14
Crosstabs III
32
Figure 4.15
Crosstabs IV
33
Figure 4.16
Crosstabs V
34
Figure 5.1
Inner Beauty on Ad Media
35
vi
LIST OF TABLES
Table 4.1
Reliability and Validity for Lux Variables
19
Table 4.2
Reliability and Validity for Dove Variables
20
Table 4.3
Variables of Questionnaire
22
Table 4.4
Croostabs I
30
Table 4.5
Croostabs II
31
Table 4.6
Croostabs III
32
Table 4.7
Croostabs IV
33
Table 4.8
Croostabs V
34
vii
LIST OF APPENDECIS
Appendix I
Questionnaire and Data
39
Appendix II
Documentation of Lux Campaign
40
Appendix III
Documentation of FGD
41
viii
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 womens beauty products for example, women celebrities who

become the image can present big influence to persuade consumerbuying 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 womens beauty product
1
that represented by celebrities who have beautiful physical

appearance then it can be said that thus thing as proven from the
products 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 womens 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, womens beauty product is identical with beauty especially

in beautiful physical appearance. The number of using celebrities as
the products image represents thus thing. The increasing of
2
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 womens 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:
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
researchs result.
Chapter V Conclusion and Recommendation

This
chapter
contain
about
researchs
result
conclusion
recommendations that can be used for the brand manager.
and
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 products value or
products position to the market.
According to Davis brand image has two components: the associations
customers ascribe to the brand and the brands persona (2000: 53).
Brand Image
Brand
Association
Brand
Persona
Including
product,
service, and
organization
characteristics
Including
Human
characteristics
Figure 2.1 Brand Image
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 products brand delivers to the customers. It will help
to decide suitable strategy to inform the consumers about its value
and build trust.
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.
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
7
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
persons 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 -------------- Highinvolvement
involvement
Perception
Interpretation
involvement
Memory
involvement
Purchase and consumption decisions

8
Figure 2.2 Information Processing for Consumer Decision Making
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 persons 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 individuals 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.
10
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 brands
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 Doves
target market (NOVA, October 2006 and Mix magazine, Maret
2007). Target market for both products are women who are attain the
11
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 = N / (1+ Ne2)
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.
12
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 = n - k
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 konstrukkonstruk 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
13
calculation, Cronbachs 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 brands image
and the correlation with the advertising based on the consumers
perception.
The diagram that can illustrate flow of those steps above can be shown as
below:
14
LUX
DOVE
Advertisement
Inner beauty?
Collecting Data :
Defining the research
sample
Study Literature
Secondary Data
about Lux and Dove
Quantitative Research
Questionnaire
Qualitative Research
Focus Group Discussion
Validity and
Reliability Test
Analysis
Conclusion and
Recommendation
Figure 3.1 Research Methodology Diagram
Note:
research scope
15
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 consumers 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.
16
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.
17
4.2 Pre Test

From pre test result that has done, questionnaires 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
Table 4.1 Reliability and Validity for Lux Variables
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items
,796
N of Items
,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 researchers
consideration those items in questionnaire still be defense.
18
Variable DOVE
Table 4.2 Reliability and Validity for Dove Variables
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items
,784
N of Items
,803
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
,812
Q5
26,87
9,154
,599
,457
,740
Q8
27,20
10,097
,382
,385
,780
Q10
26,97
9,895
,488
,458
,760
Q12
26,87
10,120
,581
,563
,749
Q14
27,23
9,840
,647
,686
,739
Q16
27,07
10,478
,572
,613
,754
Q18
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 researchers
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.
19
4.3.1 Demograph
hic Responddents
Ag
ge
>23 yearrs old

1%
%
21-23 years old
33%
18-20 years old
66%
Figgure 4.1 Ages of

o Respondentss
t
questionnaire distrribution shoown that respondents
r
age
On this
dissem
mination, most
m of the reespondents are
a on rangee 18-20 yearrs old
which
h about 65%
% followed by
b 34% in raange 21-23 years
y
old andd 1%
in rannge >23 yearrs old.
Consuming The Products
No
37%
Yes, Lux
Y
44%
Yes, Do
ove
19%
Figure 4.2 Consum

ming The Prodducts
Mostlly responden
nts in this research are Luxs
L
consum
mers which about
a
43 % followed by
b 20% resppondents aree Doves co
onsumers andd the
remaiinders are not the consuumers of booth products.. Actually, bbased
on coonsumer behhavior theorry, there aree many thinggs that influuence
consu
umers to makke buying deecision. Andd advertisem
ment in this thheory
only becomes on
ne of consuumers meddia stimuli to make buuying
oduct.
decisiion for a pro
In thee final quesstionnaire th

here are threee main varriables that have
questiioned to reespondents in order too accomplissh this reseearch
objectivee. The variaables arrang

gement in questionnaire
q
e that will be
b
discussedd can be shoown on tablee follow:
Tablee 4.3 Variabless of Questionnaire
Varriables
Model/image
Tagliine
Inforrmation /
message
LUX
Endorrser Artists
Play With
W Beauty
Infoormation
DOVE
Lay
y Endorser
Reeal Beauty
Information
4.3.2 The brand imaage

Prefferences on Ad
A beacuse o
of The Image Model
M
89
90
75
80
70
60
50
Lux
40
26
30
20
10
12
16
Dove
13
10 11
0
Strongly
Disagree
Disagree
Uncertain
Agree
Strongly Agree
Figure 4.3 P
Preferences on Ad because off The Image Model
M
r
ut 69% agreee that the preferences
p
o
on
Mostly respondents
which abou
seeing ad
dvertising iss influenced by the modeel. Model beecomes one of
the factoors that can influence respondents
r
to see an advertisemen
a
nt.
Seen onn the figure 4.3 most of
o respondeent prefer too see Lux ad
a
because of the modeel. Based on this result ccan be conclu
uded that Luux
m
interestting for resppondents sinnce there iss a power of
ad is more
attraction
n from celebbrities as Luxxs endorser than Dove ad.
a
Ima
age Model >< Inner Beauty
69
7
70
6
60
48
4
47
5
50
4
40
34
Luxx-Aishwarya Ray
3
30
20
2
20
Do
ove model
12
7
1
10
0
Strongly
Disagree
Disagree
Unccertain
Agree
e
Strongly
Agree
Figure 4.4 Image Model and

a Inner Beau
uty
d on figure 4.4
4 above, ab
bout 53,9% rrespondents agree that m
model
Based
on Doove ad moree represent an
a element oof inner beau
uty theme thhan a
modeel on Lux ad
d who is miss Universe former,
f
Aishhwarya Rai. Thus
thing might caussed because models on Dove ad who
w are orddinary
de a perceptiion on consuumers mindd that there is
i the
peoplle have mad
other thing that want
w to be shhowed. And if
i thus thing
g relate with inner
beautty theme most of respond
dents agree tthat Doves models can more
repressent the them
me well thann Luxs modeel.
Preferences
s >< Model
77
80
65
70
60
50
40
Lu
ux
29 31
24
30
Do
ove
20
10
13
2
6
1
0
Strongly
Disagre
ee
e
Disagree
Uncertain
Agree
Strongly Agree
Figure 4.5 Preferences onn The Model
ove shows that

t
model influence
i
resspondents too like
On figgure 4.5 abo
an addvertisementt. And modeel. And moddel also beccomes one of
o the
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
23
Beliefs and
B
values
The functional orr
emo
otional benefitts
prov
vided to custo
omers
Benefits
Features or processes th
hat
must be deemonstrated to
customers
Features annd
attributess
Even Lux and Doove must bee having its own brand value
v
pyram
mid to
be shhowed to connsumers. If both imagees have been
n correlated with
inner beauty them
me, most of the
t respondeents agree thhat Dove hass well
repressented the image
i
and thhe theme coompare withh Lux sincee Lux
modeel more illusstrate a physical beautyy from celebbrities than inner
beautty.
4.3.3 Tagline
Taglline adalah salah satu bagian darri brand ideentification yang
secarra totalitas merupakan penciptaan wujud keprribadian meerek
(Adhyy Trisnanto, 2007:73).
Tag
gline >< Inner Beauty
85
90
0
80
0
70
0
60
0
50
0
39
39
36
40
0
Lux "Play With Beautyy"
30
0
22
17
20
0
10
0
Dove
e "Real Beauty"
0
Strongly Disagree
D
Uncerrtain
Disagree
Agree
Strongly
Agree
ert
Like
Figure 4.6 Taagline and Inneer Beauty
Seen a comparisson two prroducts, mostly responddents agree that

w
is Real Beauty, can repressent inner beeauty
Doves tagline, which
theme on
n advertisem
ment. Whereeas, on Lux ad that bringg up a taglinne
that is P
Play With B
Beauty the respondents
r
answer be spread evennly
on disaggree, uncertaain, and alsso agree staatement. So
o, there is no
n
dominannt answer to conclude respondents
r
answers. The
T researchher
concludees that Luxss tagline, whhich is Playy With Beau
uty, could not
n
yet repreesent inner beauty
b
themee on advertissement. But the figure 4.6
4
above caan show thee respondennts perceptiion about th
heir judgmeent
about tag
gline and its correlation with
w inner beauty
b
themee.
Model and Tagline ><

< Inner Beauty
y
69
70
60
53
50
40
41
40
Lux
27
30
Dove
20
9
8
10
0
Strongly
Disagree
Disagree
Uncertain
Agree
Stron
ngly Agree
Figgure 4.7 Model, Tagline and Inner Beauty
About 53
3,9 % respoondents agreee that modeel and taglinne Dove couuld
representts inner beaauty theme. It means thhat Dove more
m
represeent
thus them
me on its ad that showed
d from two eelements whhich are moddel
and tagliine. And foor the Lux mostly
m
respoondents is uncertain,
u
it is
because image from using of cellebrities withh an ideal phhysical beauuty
have maade its perceeption on co
onsumers m
mind. So, onnly about 32%
respondeents agree thhat Luxs model
m
and taagline can reepresent innner
beauty thheme.
message
4.3.4 Infformation/m
Inform
mation/message >< Inner Beauty
B
79
80
70
60
50
43
50
40
34
32
Lu
ux
30
Do
ove
20
10
7
0
0
Strongly
Disagre
ee
e
Disagree
Uncertain
Agree
Strongly Agree
Figure
F
4.8 Inforrmation/messaage and Inner Beauty
B
nts (61,7%) agree

a
that D
Dove ad that see from eleement
Mostlly responden
of infformation orr message coontent can reepresents innner beauty thheme
comppare with Luux ad. Judgm
ment about Lux ad greeater in unceertain
which
h about 39%
% and followeed by 33,6%
% respondentts agree withh thus
statem
ment.
Analyysis:
Threee advertisem
ments elemeents above pproven that an
a advertiseement
is fun
nction as innformation to
t consumerrs about soomething, inn this
researrch the innformation are about inner beauuty theme. The
consu
umers do in
nformation process
p
to m
make a perception abouut the
themee based on what
w they havve seen on bboth advertisements.
4.3.5 Other Perceeption
Perceptio
on about Imag
ge on Beauty S
Soap Productts (celebrities
s)
Agree
e
12%
Strongly Agrree
2%
Strongly Disagrree
23%
Uncertaiin
16%
Disagree
%
47%
Figure 4.9 P
Perceptions aboout Image on B
Beauty Soap Prroducts
Based onn respondents answers, about 46% respondentss disagree annd

supporteed by 23% respondentts strongly disagree thhat model for
f
beauty soap
s
must bee comes froom celebritiees. This resuult, prove thhat
using off celebrity eendorser, as model or pproducts im
mage is not a
necessityy. Respondents can acceept the thingg on the conttrary if it alsso
supporteed on how ann advertisem
ment have been making and
a can attraact
consumeers as the auddiences.
Perception on B
Beauty
67
70
6
60
60
50
40
29
30
26
24
2
19
15
20
10
Lux-imaginative
Dove-looks real
12
0
Strongly
Disagree
D
Disagree
Unc
certain
Agree
e
Strongly
Agree
Figure 4.10 Perception

P
on Beauty
Talking about beauuty, Lux annd Dove prresent a diffferent imagge

projectioon. And baseed on figure 4.10 above, about 52,3%
% respondennts
agree thaat a beauty on Lux ad is selling a fantasy andd imaginatioon
because not all wom
men have a beauty
b
look llike an artistt. Whereas on
o
Dove add about 46,88% agree th
hat a beautyy that presennted by Dovve
close to the real condition thhat faced by many wom

men. It is beccause
Dove presents a beauty
b
imagge that close to womenss daily life. D
Dove
a
repreesented by a woman whoo has
illustrrates a beautty that not always
pure white skin and propo
ortional heigght and weeight but onn the
contraary. And moost of responndents agree with thus staatement.
Preferrences to See Lux Ad
Strongly Agree
11%
Strongly Disa
agree
3%
Disagree
26%
Agree
27%
Uncerttain
33%
%
Figure 4.11 Prreferences to See

S Lux Adv
nts which ab
bout 38% agrree that they
y interested tto see
Mostlly responden
Lux ad than Doove ad. If thus
t
thing correlate
c
wiith the usinng of
celebrrities as enddorser, can conclude
c
thaat thus factor has influennced.
And thus hing also
a
supporteed by otherr elements especially
e
thhe art
elemeents for exam
mple jingle music,
m
colorss, and the stooryboard.
4.3.6 Crosstabs
Crossstabs is donne in order to
t know whhether theree is a correllation
betweeen two variables
v
inn this reseearch. The researcher use
probaabilities calcuulation that if chi-squres value on Chi
C Square test
t
0,1 (confidence
(
%) so it meeans both variable
v
haave a
level 90%
correllation.
Caring
C
for physical
p
app
pearance an
nd the stateement Preffer to
seee Lux adv rather
r
than
n Dove adv
Table 4.4 Croosstabs I
Value
Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp.
Sig. (2sided)
df
7,763(a)
,099
10,145
,038
6,992
,008
128
Bar Chart
Prefer to see Lux

adv rather than
Dove adv
40
Strongly Disagree
Disagree
Uncertain
30
Agree
Strongly Agree
t
n
u
o20
C
10
0
Yes
No
Caring for physical appearance
Figure 4.12 Crosstabs I
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
29
Value
Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp.
Sig. (2sided)
df
7,577(a)
,098
7,206
,125
1,697
,193
128
Bar Chart
Lux adv is selling

the imagination of
beauty as an artist
60
Strongly Disagree
Disagree
Uncertain
50
Agree
Strongly Agree
40
t
n
u
o30
C
20
10
0
Yes
No
Figure 4.13 Crosstabs II
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
30
Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp.
Sig. (2sided)
Value
df
11,377(a)
,023
12,473
,014
11,160
,001
128
Bar Chart
Have seen the

element of inner
beauty on Lux adv
50
Strongly Disagree
Disagree
Uncertain
40
Agree
Strongly Agree
t 30
n
u
o
C
20
10
0
Yes
No
Figure 4.14 Crosstabs III
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
31
Value
Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp.
Sig. (2sided)
df
9,083(a)
,028
8,509
,037
3,047
,081
128
Bar Chart
Interesting to see
Dove adv
eventhough do not
use the celebrities
as the endorser
Disagree
60
50
Uncertain
Agree
Strongly Agree
40
t
n
u
o30
C
20
10
0
Yes
No
Confidence after bath
Figure 4.15 Crosstabs IV
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
Table 4.8 Crosstabs V
32
Value
Pearson ChiSquare
Likelihood Ratio
Linear-by-Linear
Association
N of Valid Cases
Asymp.
Sig. (2sided)
df
9,387(a)
,052
11,903
,018
2,745
,098
128
Bar Chart
The model and
tagline Dove
adv already
represent the
theme of inner
beauty
60
50
40
t
n
u
o30
C
Strongly
Disagree
Disagree
Uncertain
Setuju
Strongly
Agree
20
10
0
Yes
No
Confidence after bath

Figure 4.16 Crosstabs V
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.
33
CHA
APTER V
CONCL
LUSION AN
ND RECOM
MMENDATION
5.1 Concclusion
Based onn interpretattion data abbove the reesearcher caan concludee that
image orr endorser actually haave own power of atttraction forr the
responden
nts. On dirrectly or even indirecctly image endorser on an
advertisem
ment influennce them to make a percception abou
ut somethingg that
related too its advertiisement. Nott only a perrception aboout the prodducts
image bu
ut also the product
p
funcction that reepresented. Those
T
thingss can
not be deenied and if it related with inner beauty them
me can consstruct
conclusioon that imagge and also elements that exist on its
i advertiseement
which aree tagline an
nd informatio
on or messaage, most off the respondents
more aggree that they
t
have seen innerr beauty thheme on D
Dove
advertisem
ment than on
n Lux adverrtisement. It can be show
wn on the graaphic
result as below:
b
Innerr Beauty on A
Ad Media
70
63
56
60
50
43
40
40
Lux
26
30
Dove
e
20
12
9
10
0
Strongly
Disagree
Disagree
Uncertain
Agree
Stro
ongly Agree
Figure 5.1 In
nner Beauty onn Ad Media
Respondeents can acccept inner beauty theeme and beeautiful phyysical

appearancce from a ceelebrity not become
b
a neecessity anym
more to reprresent
an image for beauty soap
s
productt.
mmendation
5.2 Recom
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
35
A., Gilbert, Jr, Churchill & Iacobucci, Dawn, 2005, Marketing Research,
Thomson South-Western.
Ariestonandri, Prima,
2006, Marketing Research for Beginner,
Yogyakarta, ANDI.
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36
37
APPENDICES
APPENDIX I
Questionnaire
&
Data
38
39
APPENDIX II
Documentation of Lux Campaign
40
41
APPENDIX III
Documentation of FGD
42
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
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
Pernyataan
Image model dalam iklan
Saya tertarik melihat iklan Lux yang dibintangi oleh para selebritis cantik
Saya tertarik melihat iklan sabun Dove yang tidak menggunakan selebritis
sebagai bintang iklannya
Saya lebih tertarik melihat iklan Lux dibandingkan dengan iklan Dove
Menurut saya iklan Lux menjual sebuah mimpi tentang kecantikan wanita
seperti seorang artis
Menurut saya iklan Dove lebih menonjolkan sesuatu yang beda & nyata
untuk kecantikan
Model iklan sabun kecantikan harus seorang selebritis yang cantik & terkenal
Model iklan Lux (Aishwarya Ray) dapat mewakili unsur "inner beauty" yang
ingin ditampilkan
Model iklan Dove dapat mewakili unsur "inner beauty" yang ingin ditampilkan
Saya menyukai iklan Lux karena model iklannya seorang selebritis cantik
Saya menyukai iklan Dove karena model iklannya yang beda (orang biasa)
Unsur iklan dan kaitannya dengan tema "inner beauty"
Tagline Lux yaitu "Play with Beauty" dapat mewakili unsur "inner beauty" yang
ingin ditampilkan
Tagline Dove yaitu "Real Beauty" dapat mewakili unsur "inner beauty" yang
ingin ditampilkan
Model iklan dan tagline Lux sudah mewakili unsur "inner beauty" yang ingin
ditampilkan
Model iklan dan tagline Dove sudah mewakili unsur "inner beauty" yang ingin
ditampilkan
Informasi/pesan yang ada dalam iklan sabun Lux dapat mewakili unsur
"inner beauty" yang ingin ditampilkan
Informasi/pesan yang ada dalam iklan sabun Dove dapat mewakili unsur
"inner beauty" yang ingin ditampilkan
Saya sudah melihat unsur "inner beauty" dalam iklan Lux
Saya sudah melihat unsur "inner beauty" dalam iklan Dove
Sangat
Tidak
Setuju
1
RaguTidak ragu
Setuju
2
3
Setuju
4
Sangat
Setuju
5
*Terima Kasih* (^,^)

Inner Beauty Perception From Two Soap Brands

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INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS