ABSTRAK
Bunga Dionika, 210110100207, 2014. Judul penelitian: Studi Korelasional Mengenai Personal Branding Dian Pelangi sebagai Brand Endorser Produk Kosmetik Wardah dengan Keputusan Pembelian Followers Dian Pelangi di Instagram. Dr. Dadang Sugiana, M.Si., sebagai pembimbing utama dan Dedi Rumawan Erlandia, S.Sos, M.Si., sebagai pembimbing pendamping.
Penelitian ini bertujuan untuk mengetahui hubungan antara penggunaan Dian Pelangi sebagai brand endorser pada produk kosmetik Wardah dengan keputusan pembelian para followers Dian Pelangi di instagram. Metode yang digunakan adalah metode survei dengan menggunakan studi korelasional.
Data ordinal yang diperoleh kemudian diubah dan di analisis dengan menggunakan analisis statistik deskriptif dan inferensial dalam bentuk perhitungan koefisien korelasi spearman (spearman rank order correlation).
ABSTRACT
Bunga Dionika, 210110100207, 2014. The Research Title: The Correlation Between the Personal Branding of Dian Pelangi as a Brand Endorser of Wardah
Cosmetics with The Followers of Dian Pelangi’s Purchase Decision on Instagram.
Dr. Dadang Sugiana, M.Si., as the first supervisor and Dedi Rumawan Erlandia, S.Sos, M.Si., as the second supervisor.
The purpose of this research is to find the correlation between of Dian Pelangi’s personal branding as a brand endorser with the followers of Dian Pelangi’s purchase decision. This research used survey method with correlational study.
Ordinal data was analyzed by descriptive analysis and inferential statistics
analysis in the form of Spearman Correlation (spearman rank order correlation). The
result of statistic test using partial correlation shows that there is significant
correlation among specialization, persistence, leadership, goodwill, personality,
popularity, attractiveness, and distinctiveness of Dian Pelangi a brand endorser of Wardah Cosmetics with the followers of Dian Pelangi’s purchase decision on instagram.
