INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS FINAL PROJECT

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“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

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2007

VALIDATION PAGE

“INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS”

(case: LUX and Dove soap based on female university student perception)

By

Aulia Wahidah Chamdun

ID No: 19004063

Undergraduate Program

School of Business and Management

Institut Teknologi Bandung

Validated By

Drs. Herry Hudrasyah, MA

NIP. 131 914 187

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“INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS”

(case: LUX and Dove soap based on female university student perception)

Date of Final Examination: 8

th

August 2007

Date of Graduation: 27

th

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 woman’s 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 advertisement’s content.

Lux that brings up beauty theme that represented by beautiful celebrities and popular have get more consumers’ attention. Thus thing is supported by Lux’s 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.

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“INNER BEAUTY PERCEPTION FROM TWO SOAP BRANDS”

(case: LUX and Dove soap based on female university student perception)

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. Strategi-strategi 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

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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,

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LIST OF CONTENTS

ABSTRACT ………..

ABSTRAK ……….

FOREWORD ………

LIST OF CONTENTS ………...

LIST OF IMAGES ………

LIST OF TABLES ………

LIST OF APPENDECIS ………...

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 ………

3.2 Collecting Data ……….

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3.2.3 Defining The Research Sample ………

3.3 Focus Group Discussion ………...

3.4 Questionnaire ………

3.5 Validity and Reliability Test ……….

3.5.1 Validity ……….

3.5.2 Reliability ………..

3.6 Analysis ………

3.7 Conclusions and Recommendation ………..

Chapter IV INTERPRETATION AND ANALYSIS

4.1 Focus Group Discussion ………

4.2 Pre Test ……….

4.3 Final Questionnaire ………

4.3.1 Demographic Respondents ………

4.3.2 The Brand Image ………

4.3.3 Tagline ……….

4.3.4 Information/ message ………...

4.3.5 Other Perception ………

4.3.6 Crosstabs ………..

Chapter V CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusions ………..

5.2 Recommendations ……….

References ………

Appendices ……….

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LIST OF IMAGES

Figure 2.1

Figure 2.2

Figure 3.1

Figure 4.1

Figure 4.2

Figure 4.3

Figure 4.4

Figure 4.5

Figure 4.6

Figure 4.7

Figure 4.8

Figure 4.9

Figure 4.10

Figure 4.11

Figure 4.12

Figure 4.13

Figure 4.14

Figure 4.15

Figure 4.16

Figure 5.1

Brand Image

Information Processing For Consumer Decision

Making

Research Methodology Diagram

Ages of Respondents

Consuming The products

Preferences on Ad because of the model

Image Model and Inner Beauty

Preferences on The Model

Tagline and Inner Beauty

Model, Tagline and Inner Beauty

Information/ message and Inner Beauty

Perception about Image on Beauty Soap Products

Perception on Beauty

Preferences to see Lux Adv

Crosstabs I

Crosstabs II

Crosstabs III

Crosstabs IV

Crosstabs V

Inner Beauty on Ad Media

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LIST OF TABLES

Table 4.1

Table 4.2

Table 4.3

Table 4.4

Table 4.5

Table 4.6

Table 4.7

Table 4.8

Reliability and Validity for Lux Variables

Reliability and Validity for Dove Variables

Variables of Questionnaire

Croostabs I

Croostabs II

Croostabs III

Croostabs IV

Croostabs V

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LIST OF APPENDECIS

Appendix I

Appendix II

Appendix III

Questionnaire and Data

Documentation of Lux Campaign

Documentation of FGD

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