Arisanti, Mutiara Putri (2024) Persepsi Konsumen Perempuan Scarlett pada Konten Instagram Brand Ambassador Zaskia Mecca Pasca Kontroversi Dugaan Pro Israel. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20043010147.-cover.pdf Download (1MB) |
|
Text (Bab 1)
20043010147.-bab1.pdf Download (448kB) |
|
Text (Bab 2)
20043010147.-bab2.pdf Restricted to Repository staff only until 19 July 2026. Download (206kB) |
|
Text (Bab 3)
20043010147.-bab3.pdf Restricted to Repository staff only until 19 July 2026. Download (55kB) |
|
Text (Bab 4)
20043010147.-bab4.pdf Restricted to Repository staff only until 19 July 2026. Download (731kB) |
|
Text (Bab 5)
20043010147.-bab5.pdf Download (37kB) |
|
Text (Daftar Pustaka)
20043010147.-daftarpustaka.pdf Download (196kB) |
|
Text (Lampiran)
20043010147.-lampiran.pdf Restricted to Repository staff only Download (1MB) |
Abstract
This study aims to determine how the perceptions of Scarlett whitening female consumers on @zaskiadyamecca's Instagram content as brand ambassadors changed after the alleged pro-Israel controversy that occurred. Through social media, information can be spread quickly, including the alleged pro-Israel controversy that is being discussed by many people. The use of brand ambassadors as one of the people who have influence on social media, especially Instagram, is also one of the supporting factors to be able to help restore consumer confidence and change their perceptions. The method used in this research is the descriptive qualitative method, which aims to examine, explain, and describe in depth the phenomenon that is happening. Data from the research was collected through in depth interviews with eight selected informants according to predetermined criteria using the purposive sampling technique. Based on the results of the research conducted with the eight informants, there are various perceptions from each consumer regarding the alleged pro-Israel controversy that occurred. From this, the existence of Instagram content uploaded by @zaskiadyamecca after the alleged pro-Israel controversy over the Scarlett Whitening brand led to changes in the perceptions of each consumer, whether they had previously participated in the boycott or not.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Mutiara Putri Arisanti | ||||||||
| Date Deposited: | 19 Jul 2024 07:10 | ||||||||
| Last Modified: | 19 Jul 2024 07:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26404 |
Actions (login required)
 |
View Item |