PENGARUH KONTEN CELEBRITY OWNER FELICYA ANGELISTA DI INSTAGRAM TERHADAP CITRA MEREK PRODUK SCARLETT WHITENING

Thalita Umaveda Al-Hayya, NIM.: 20107030053 (2024) PENGARUH KONTEN CELEBRITY OWNER FELICYA ANGELISTA DI INSTAGRAM TERHADAP CITRA MEREK PRODUK SCARLETT WHITENING. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Felicya Angelista, a celebrity as well as the owner of the Scarlett Whitening brand, recently uploaded content on Instagram regarding her views on the conflict that occurred between Israel and Palestine. from the content, many people think that Felicya Angelista is more in favor of Israel. Because of this content, many people boycotted Scarlett Whitening products. This research aims to find out how much influence Felicya Angelista's content on Instagram on the brand image of Scarlett Whitening products. This research is quantitative with a survey method and takes a population of followers of the Scarlett Whitening Instagram account. This research uses simple random sampling technique with a total of 100 respondents with an alpha error of 10%. The result of this study is that there is a magnitude of influence of celebrity owner Felicya Angelista's content on Instagram on the brand image of Scarlett Whitening products by 50.9%. So it can be concluded that Instagram content greatly affects the brand image of a product.

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