The Effectiveness of Wardah Cosmetic Television Advertising on Women

Muhammad Firdaus; Ayu Ramdani Herdiyanti; Bagus Qomaruzzaman Ratu Edi

Muhammad Firdaus Institut Teknologi dan Sains Mandala
Ayu Ramdani Herdiyanti Institut Teknologi dan Sains Mandala
Bagus Qomaruzzaman Ratu Edi Institut Teknologi dan Sains Mandala

Keywords: Advertising Effectiveness, Television Advertising, Customer Response Index (CRI), Wardah Cosmetics

Abstract

This research was conducted to determine the effectiveness of Wardah's Cosmetic Television Advertisement "Feel the Beauty". This type of research is descriptive with descriptive data analysis techniques and cross tabulation (crosstabs). In this study, the sampling technique used was purposive sampling technique. With the data obtained from the results of distributing questionnaires with respondents, STIE Mandala Jember students with Strata 1 (S1) criteria and aged 17-25 years described descriptively. The data processing method in this study uses the analysis method of research indicator tests, namely validity testing and reliability testing using the help of SPSS 25 software. Furthermore, cross tabulations (crosstabs) are used to see the relationship and explain the data findings. From the results of the study, it is known that the effectiveness of Wardah's Cosmetic Television Advertisement "Feel the Beauty" performance given by the company PT. Paragon Technology and Innovation has exceeded the average value of consumer expectations and was declared effective. The results of the Customer Response Index (CRI) at each response stage in this study indicate that all the response stage values are almost 100%. It can be concluded that Wardah Cosmetics Advertisement "Feel the Beauty" has a positive effect, namely gaining consumer awareness so that they are interested in making purchases.

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