Judul: Analysis of the Effect of Familiarity of Celebrity Endorsers on Compatibility, Attitudes and Intentions to Buy Cosmetics in Y Generation
Abstrak: Semakin berkembangnya gaya hidup memberikan pengaruh besar bagi perkembangan industri kosmetik di Indonesia. Hal ini menyebabkan perusahaan mencari cara yang inovatif untuk mempromosikan barangnya. Selebriti endorsement di media sosial menjadi sebuah cara yang trend dalam beriklan saat ini. Memeriksa efektivitas selebriti endorser menggunakan variabel familiarity dirasa perlu, mengingat resiko yang muncul dari pemilihan selebriti yang tidak tepat. Generasi Y dapat dikatakan generasi yang cukup memenuhi pasar dan yang paling akrab dengan teknologi, sehingga memeriksa sikap konsumen generasi Y ini penting bagi pemasar kosmetik yang menargetkan konsumen ini. Tujuan penelitian adalah untuk menganalisis pengaruh familiarity endorser terhadap kecocokan dengan produk, sikap terhadap iklan dan merek serta niat beli konsumen generasi Y pada iklan kosmetik. Penelitian ini merupakan penelitian eksperimental menggunakan pre experimental design. Bentuk pre experimental design yang digunakan pada penelitian ini adalah intact group comparison. Penelitian ini terdiri dari satu variabel eksperimen tersebut adalah familiarity selebriti endorser yang dimanipulasi dua tingkat (familiarity tinggi dan familiarity rendah) dan empat variabel terukur adalah kecocokan selebriti dengan produk, sikap terhadap iklan, sikap terhadap merek dan niat beli konsumen. Penelitian ini dianalisis menggunakan uji T. Hasil penelitian menyatakan perbedaan familiarity selebriti tidak berpengaruh pada kecocokan dengan produk dan sikap terhadap merek. Ada kemungkinan bahwa melalui beberapa eksposur dari waktu ke waktu, pemahaman kecocokan antara selebriti endorser dengan produk akan meningkat. Perusahaan kosmetik dapat menggunakan sales advisor atau sales consultant yang dapat memberikan pendapat tentang produk kosmetik yang paling tepat dengan tujuan untuk meminimalisir risiko kesalahan yang mungkin terjadi saat konsumen salah dalam menentukan atau membeli produk kosmetik. Disisi lain, hasil penelitian juga menunjukkan perbedaan familiarity selebriti berpengaruh pada sikap terhadap iklan dan niat beli khususnya untuk iklan dengan selebriti endorser familiarity rendah. Partisipan lebih tertarik melihat iklan yang dibintangi oleh selebriti endorser dengan familiarity rendah diprediksi karena timbulnya sifat skeptik pada konsumen. Perusahaan kosmetik harus mempertimbangkan menggunakan endorser selebriti dengan familiarity rendah dalam periklanan karena membuat konsumen lebih dekat dengan produk. Perusahaan kosmetik disarankan untuk lebih memperbanyak beriklan menggunakan media sosial, karena generasi Y banyak menghabiskan waktunya dengan internet dan media sosial., The growing lifestyle has had a major influence on the development of the cosmetic industry in Indonesia. This causes companies to look for innovative ways to promote their goods. Celebrity endorsement on social media has become a trendy way to advertise today. Examining the effectiveness of celebrity endorsers using the familiarity variable is deemed necessary, considering the risks that arise from selecting inappropriate celebrities. Y Generation can be said to be the generation that satisfies the market and is the most familiar with technology, so examining the attitudes of Y Generation consumers is important for cosmetic marketers targeting these consumers. The aim of the study was to analyze the influence of endorser familiarity on compatibility with products, attitudes towards advertisements and brands and purchase intentions of Y generation consumers in cosmetic advertisements. This research is an experimental research using pre-experimental design. The form of pre-experimental design used in this study is intact group comparison. This research consists of one experimental variable, celebrity endorser familiarity manipulated at two levels (high familiarity and low familiarity) and
Keyword: attitude towards advertising and brand, endorser familiarity, experimental study, purchase intention

Judul: The Influence of Celebrity Endorser on Repurchase Intention of Decorative Cosmetic Products in Millennial Generation
Abstrak: Building repurchase intention is not as easy as imagined, especially for the critical millennial generation. This phenomenon challenges marketers to be more observant and creative in developing marketing communication strategies. Marketers are increasingly conducting brand campaigns in online and offline platforms, one of which is through advertising. The advertising strategy that is often used in moderrn marketing is celebrity endorsers. The information conveyed by celebrity endorsers will affect the relationship between whether or not the millennial generation likes brand evaluation or brand attitude and trust in brand or brand credibility. Cosmetics companies generally allocate a marketing budget of nearly 30% of production costs for celebrity endorsers. The amount of this cost requires cosmetic companies to optimize the selection of celebrity endorsers that are in accordance with brand representations so that it leads to an increase in purchase intention. On the other hand, there are several views stating that celebrity endorsers have an effect on the effectiveness of brand credibility, purchase intention and have a positive effect on brand attitude. However, there are still differences in views that show a negative effect on purchase intention and celebrity endorsers do not have a significant effect on buying intention, so it is necessary to further study the relationship between celebrity endosers. brand and purchase intention This study aims to 1) identify the characteristics of millennial generation consumers of decorative cosmetic products. 2) Analyze the factors that affect the repurchase intention of decorative cosmetic products for millennials. 3) Provides managerial implications for cosmetic companies related to the use of celebrity endorsers of cosmetic products in the millennial generation. This research was conducted with samples spread across Indonesia towards celebrity endorsers. The sampling technique used was purposive with the scope of respondents being millennial women aged 18-36 years who are Indonesian citizens and living in Indonesia, buying cosmetic products with the decorative makeup category by purchasing 200 respondents during the past year. The research approach used is a quantitative approach and the variables of this study were measured using a liker scale. The data analysis method used is the Structural Equation Model (SEM) to test the relationships between variables in a model, both between indicators and constructs, or relationships between constructs. Data were analyzed using descriptive analysis to find out and get a picture of the research being carried out with the support of relevant data
Keyword: Brand Attitude, Brand Credibility, Celebrity Endorser, Cosmetics, Millennial, Repurchase Intention

Judul: Rancang Bangun Mekanisme Penggetar Untuk Bajak Subsoil Getar Dengan Dua Bilah Bajak
Abstrak: Bajak subsoil merupakan alat pengolahan tanah pertama yang sering digunakan sebelum pembajakan dengan bajak singkal atau bajak piring untuk memecah lapisan keras di lapisan bawah. Alat ini biasanya digunakan pada tanah yang telah mengalamli pemadatan akibat lalu lintas traktor. Alat ini memiliki tahanan tarik yang tinggi dan biasa ditarik traktor empat roda
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