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Abstrak :
Industri kosmetik di Indonesia memiliki prospek bisnis yang cukup potensial. Namun semakin banyaknya produsen kosmetik dewasa ini dan gencarnya produk kosmetik asing, persaingannya menjadi semakin kompetitif. Di tengah banjir produk ini, agar publik tetap memiliki awareness terhadap sebuah produk, produsen harus berkomunikasi. Salah satu caranya adalah melalui komunikasi above the line atau media iklan. Dalam iklan diketahui, endorser sebagai elemen source dalam proses komunikasi memiliki peranan yang penting. Fungsi seorang endorser sangat erat kaitannya dengan konsep kredibilitas, di mana endorser dapat menjadi sumber yang relevan dengan tema komunikasi terkait serta dapat dipercaya untuk memberikan pernyataan obyektif. Sesuai dengan tujuan penelitian yang ingin dicapai, maka thesis ini akan meneliti iebih jauh apa yang menjadi preferensi produsen kosmetik Indonesia dalam memilih endorser. Dan mengapa pula endorser tertentu dipilih untuk meng-endorser produk tertentu. Pada bab selanjutnya penulis menggunakan beberapa teori, yaitu: Konsep Komunikasi Pemasaran, Konsep Merek (Brand), Teori Periklanan, Teori Endorser dan Konsep Persepsi. Teori-teori ini selanjutnya akan digunakan untuk menganalisis secara mendalam dan tajam hasil dan data penelitian. Pada penelitian ini penulis menggunakan 2 (dua) jenis metode penelitian, yaitu metode penelitian deskriptif dengan pendekatan kualitatif dan metode penelitian eksploratif. Sebagai unit penelitian, penulis melakukan studi kasus di PT. Mustika Ratu dan PT. Vitapharm (Viva Cosmetics). Dari hasil penelitian diketahui bahwa preferensi produsen kosmetik dalam memilih endorser didasarkan pada beberapa elemen, yakni: 1. Daya tarik fisik (physical attractiveness) 2. Kredibilitas (Credibility) 3. Kesesuaian Merek dan Kesesuaian Khalayak (Brand Matchup & Audience Matchup) Sebagai rekomendasi akademis, berkaitan dengan pemilihan endorser, persuasi dan stimulus harus dilakukan terhadap target market sebagai calon konsumen, sehingga konsumen memiliki awareness yang tinggi terhadap merek yang pada akhirnya akan mencapai tahap keputusan pembelian. Dalam hal ini perlu diperhatikan segmentasi demografis dan psikografis yang berpengaruh pada proses pengolahan informasi, sehingga selanjutnya dapat ditentukan cara komunikasi seperti apa yang paling tepat.

Abstrak :
[ABSTRAK
Penelitian ini membahas mengenai hal-hal yang memengaruhi sikap masyarakat terhadap kebijakan pemerintah dengan memperhitungkan sosok pemimpin yang memimpin pemerintahan tersebut. Dua konsep yang diukur adalah konsep kredibilitas sumber Source Credibility) dan daya tarik sumber (Source Attractiveness). Jika kebijakan dianalogikan sebagai produk setiap pemerintahan, maka dibutuhkan seseorang yang memilki kredibilitas dan daya tarik di mata masyarakat agar pesan yang disampaikan oleh pemerintah tersebut dapat diterima dengan baik oleh masyarakat. Sehingga dengan kredibilitas dan daya tarik yang tinggi, hendaknya setiap kebijakan yang diambil mampu dianggap positif oleh masyarakat. Berdasarkan paparan tadi penelitian ini meneliti Hubungan Kredibilitas Sumber (Source Kredibility) dan Daya Tarik Sumber (Source Attractiveness) Dengan Sikap Masyarakat Pada Kebijakan Pemerintah di Kota Surabaya, di bawah pimpinan Ibu Tri Rismaharini. Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh antara variabel-variabel terkait pembentukan sikap positif masyarakat yang disebabkan oleh adanya kredibilitas sumber dan daya tarik sumber.. Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif, responden pada penelitian ini adalah mahasiswa Ilmu Politik Universitas Airlangga Surabaya berjumlah 136 orang yang ditarik secara acak sederhana (simle random) pada populasi keseluruhan mahasiswa 2012-2013 yang berjumlah 214 orang. Metode analisis data dilakukan dengan analisis statistik deskriptif dan analisis regresi berganda untuk membuktikan hipotesis dalam penelitian ini. Hasil penelitian menunjukkan adanya pengaruh yang positif dan signifikan dari variable-variabel yang diuji dimana variable Kredibilitas Sumber (Source Kredibility) dan Daya Tarik Sumber (Source Attractiveness) masing masing memiliki pengaruh yang signifikan dan positif terhadap sikap masyarakat pada kebijakan pemerintah Surabaya. Pada pengujian koefisien determinasi juga ditemukan bahwa total variable sikap dapat dijelaskan sangat tinggi oleh variable Kredibilitas Sumber (Source Kredibility) dan Daya Tarik Sumber (Source Attractiveness), dimana kedua variable ini juga dipastikan memiliki pengeruh secara bersama-sama dalam pembentukan sikap.

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ABSTRACT
This research discouses the thins that affect public demeanour towards government policy by considering a leader who leads government. Two concepts measured related to the role of the leader in the contex of political communicators in estabilishing positive public demeanour towards the policy is source credibility concept nad source attranctiveness concept. If the policy is analogue as a product of each government, it takes someone who has the credibility and attractiveness on the public, so that the messages delivered by government can be well received by the public. High credibility and attractiveness will make the public consider the policy positive. This research study the relation of source credibility and source attractiveness with public demeanour on government policy in Surabaya under the ledearship of Mrs. Tri Rismaharini. This research?s purpose is to identify and examine the influence of the variables related to estabilishment of positive demeanor of public caused by the presence of source credibility and source attractiveness. This research is a quantitative research with explanatory design. The respondents in this study were students of political science in University of Airlangga amounted 136 people drawn randomly (simple random) in the overall population of students from year 2012 an 2013 which amounted 214 people. Methods of data analysisconducted by descriptive statistical analysis and multiple regression analysis that prove this hypothesis. The research showed that there is positive and significant influence of the variables examined. Each source credibility and source attractiveness variables has significant and positive influences on public demeanour towards government policies in Surabaya. Coefficient of determination showed that the total of demeanour variable can be explained by source credibility and source attractiveness variables, which is also confirmed both variables have influenced collectively in the demeanour estabilishment.;This research discouses the thins that affect public demeanour towards government policy by considering a leader who leads government. Two concepts measured related to the role of the leader in the contex of political communicators in estabilishing positive public demeanour towards the policy is source credibility concept nad source attranctiveness concept. If the policy is analogue as a product of each government, it takes someone who has the credibility and attractiveness on the public, so that the messages delivered by government can be well received by the public. High credibility and attractiveness will make the public consider the policy positive. This research study the relation of source credibility and source attractiveness with public demeanour on government policy in Surabaya under the ledearship of Mrs. Tri Rismaharini. This research?s purpose is to identify and examine the influence of the variables related to estabilishment of positive demeanor of public caused by the presence of source credibility and source attractiveness. This research is a quantitative research with explanatory design. The respondents in this study were students of political science in University of Airlangga amounted 136 people drawn randomly (simple random) in the overall population of students from year 2012 an 2013 which amounted 214 people. Methods of data analysisconducted by descriptive statistical analysis and multiple regression analysis that prove this hypothesis. The research showed that there is positive and significant influence of the variables examined. Each source credibility and source attractiveness variables has significant and positive influences on public demeanour towards government policies in Surabaya. Coefficient of determination showed that the total of demeanour variable can be explained by source credibility and source attractiveness variables, which is also confirmed both variables have influenced collectively in the demeanour estabilishment.;This research discouses the thins that affect public demeanour towards government policy by considering a leader who leads government. Two concepts measured related to the role of the leader in the contex of political communicators in estabilishing positive public demeanour towards the policy is source credibility concept nad source attranctiveness concept. If the policy is analogue as a product of each government, it takes someone who has the credibility and attractiveness on the public, so that the messages delivered by government can be well received by the public. High credibility and attractiveness will make the public consider the policy positive. This research study the relation of source credibility and source attractiveness with public demeanour on government policy in Surabaya under the ledearship of Mrs. Tri Rismaharini. This research?s purpose is to identify and examine the influence of the variables related to estabilishment of positive demeanor of public caused by the presence of source credibility and source attractiveness. This research is a quantitative research with explanatory design. The respondents in this study were students of political science in University of Airlangga amounted 136 people drawn randomly (simple random) in the overall population of students from year 2012 an 2013 which amounted 214 people. Methods of data analysisconducted by descriptive statistical analysis and multiple regression analysis that prove this hypothesis. The research showed that there is positive and significant influence of the variables examined. Each source credibility and source attractiveness variables has significant and positive influences on public demeanour towards government policies in Surabaya. Coefficient of determination showed that the total of demeanour variable can be explained by source credibility and source attractiveness variables, which is also confirmed both variables have influenced collectively in the demeanour estabilishment.;This research discouses the thins that affect public demeanour towards government policy by considering a leader who leads government. Two concepts measured related to the role of the leader in the contex of political communicators in estabilishing positive public demeanour towards the policy is source credibility concept nad source attranctiveness concept. If the policy is analogue as a product of each government, it takes someone who has the credibility and attractiveness on the public, so that the messages delivered by government can be well received by the public. High credibility and attractiveness will make the public consider the policy positive. This research study the relation of source credibility and source attractiveness with public demeanour on government policy in Surabaya under the ledearship of Mrs. Tri Rismaharini. This research’s purpose is to identify and examine the influence of the variables related to estabilishment of positive demeanor of public caused by the presence of source credibility and source attractiveness. This research is a quantitative research with explanatory design. The respondents in this study were students of political science in University of Airlangga amounted 136 people drawn randomly (simple random) in the overall population of students from year 2012 an 2013 which amounted 214 people. Methods of data analysisconducted by descriptive statistical analysis and multiple regression analysis that prove this hypothesis. The research showed that there is positive and significant influence of the variables examined. Each source credibility and source attractiveness variables has significant and positive influences on public demeanour towards government policies in Surabaya. Coefficient of determination showed that the total of demeanour variable can be explained by source credibility and source attractiveness variables, which is also confirmed both variables have influenced collectively in the demeanour estabilishment., This research discouses the thins that affect public demeanour towards government policy by considering a leader who leads government. Two concepts measured related to the role of the leader in the contex of political communicators in estabilishing positive public demeanour towards the policy is source credibility concept nad source attranctiveness concept. If the policy is analogue as a product of each government, it takes someone who has the credibility and attractiveness on the public, so that the messages delivered by government can be well received by the public. High credibility and attractiveness will make the public consider the policy positive. This research study the relation of source credibility and source attractiveness with public demeanour on government policy in Surabaya under the ledearship of Mrs. Tri Rismaharini. This research’s purpose is to identify and examine the influence of the variables related to estabilishment of positive demeanor of public caused by the presence of source credibility and source attractiveness. This research is a quantitative research with explanatory design. The respondents in this study were students of political science in University of Airlangga amounted 136 people drawn randomly (simple random) in the overall population of students from year 2012 an 2013 which amounted 214 people. Methods of data analysisconducted by descriptive statistical analysis and multiple regression analysis that prove this hypothesis. The research showed that there is positive and significant influence of the variables examined. Each source credibility and source attractiveness variables has significant and positive influences on public demeanour towards government policies in Surabaya. Coefficient of determination showed that the total of demeanour variable can be explained by source credibility and source attractiveness variables, which is also confirmed both variables have influenced collectively in the demeanour estabilishment.]

Abstrak :
influencer media sosial sekarang memainkan peran penting dalam pemasaran dengan memperkenalkan produk kepada pengikut mereka. Salah satu influencer terbesar di dunia adalah Blackpink. Blackpink adalah selebritas dan influencer terkemuka dengan nilai pemasaran yang sangat baik, dan banyak dari produk mereka sering terjual habis. Tapi apa yang mendorong penggemar Blackpink untuk membeli produk yang didukung? Tujuan dari penelitian ini adalah untuk melihat pengaruh kredibilitas dan interaksi para-sosial terhadap niat beli konsumen. Lebih tepatnya, meneliti bagaimana para-social interaction (PSI) konsumen dengan Blackpink, serta credibility, terkait dengan purchase intention, dan bagaimana hubungannya dengan physical attractiveness, attitude homophily, dan social attractiveness. Oleh karena itu diharapkan penelitian ini akan membantu manajer untuk mempromosikan produknya dan selebriti untuk mempromosikan produk tersebut. Studi ini melibatkan 138 partisipan dan dianalisis menggunakan Partial Least Squares - Structural Equation Modeling (PLS - SEM). Menurut penelitian ini, credibility dan para-social interaction berhubungan positif dengan purchase intention pengikut. Selain itu attitude homophily, dan social attractiveness berhubungan positif dengan para-social interaction namun physical attractiveness tidak berhubungan positif dengan para-social interaction, sedangkan physical attractiveness dan attitude homophily keduanya berhubungan positif dengan credibility. ......Social media influencers now play an important role in marketing by introducing products to their followers. One of the biggest influencers in the world is Blackpink. Blackpink is a major celebrity and influencer with excellent marketing value, and many of their products are frequently sold out. But what drives Blackpink fans to purchase the endorsed products? The purpose of this study is to look into the impact of credibility and para-social interaction on consumer purchase intentions. More specifically, investigate how the consumers' para-social interaction (PSI) with Blackpink, as well as their credibility, are related to purchase intention, and how they are related to physical attractiveness, attitude homophily, and social attractiveness. Therefore it is hoped that this research will help managers to promote their products and celebrities to endorse the products. This study included 138 participants and was analyzed using Partial Least Squares - Structural Equation Modeling (PLS - SEM). According to this study, credibility and para-social interaction are positively related to the followers' purchase intention. Additionally, attitude homophily and social attractiveness are positively related to para-social interaction however physical attractiveness is not positively related to para-social interaction, while physical attractiveness and attitude homophily are both positively related to credibility.

Abstrak :
Penelitian ini ingin meneliti hubungan parasocial interaction dari pembuat konten Youtube dan khalayaknya terhadap persepsi sebuah merek dan minat pembelian. Subjek penelitian ini adalah para pengguna media sosial yang mengikuti Arief Muhammad di Youtube dan mengetahui merek MS Glow. Hasil dari penelitian ini tidak dapat membuktikan hubungan antara parasocial interaction dengan persepsi terhadap sebuah merek dan minat pembelian dikarenakan model dalam penilitian ini tidak fit sehingga tidak dapat dilakukan uji hipotesis. Namun hasil penelitian ini menunjukkan bahwa responden dalam penelitian ini didominasi oleh perempuan dan mayoritas responden dalam penelitian ini berusia 18-24 tahun. Kebanyakan dari responden dalam penelitian ini setuju bahwa Arief Muhammad memiliki daya tarik secara fisik dan sosial. Responden dalam penelitian ini juga setuju bahwa Arief Muhammad memiliki kesamaan sifat dengan mereka. Selain itu responden juga setuju bahwa mereka merasa memiliki parasocial interaction dengan Arief Muhammad. Penelitian ini juga menunjukkan bahwa responden memiliki persepsi yang positif terhadap merek MS Glow dan kebanyakan dari mereka setuju jika ingin melakukan pembelian terhadap produk perawatan tubuh mereka berminat membeli produk MS Glow. ......This research wants to investigate connections between parasocial interactions, brand perception and purchase intention. Unit of analysis is social media users who follow Arief Muhammad on YouTube and are also aware of the MS Glow brand. The results of this study cannot prove the influence of parasocial interaction on brand perception and purchase intention because the model in this study is not fit for hypotheses testing. However, this research indicates that women dominated the respondents in this study among respondents aged 18-24 years old. Most of the respondents in this study agree that Arief Muhammad has physical and social attractiveness. Respondents in this study also agree that they have similar characteristics with Arief Muhammad. In addition, respondents also agree that they have a parasocial interaction with Arief Muhammad. This study also shows that respondents have a positive perception of the MS Glow brand, and most of them agree that they have intention to buy MS Glow products for their body care needs.

Abstrak :
Industri esports Indonesia sedang berada pada fase puncak perkembangannya. Kegiatan menonton esports merupakan hal yang baru-baru ini menjadi sebuah hal yang berorientasi sebagai sumber hiburan lainnya bagi pemain game. Hal ini menyebabkan pengembang game dan penyelenggara event esports semakin berlomba-lomba untuk meningkatkan layanannya. Tujuan dari penelitian ini adalah untuk menganalisis hubungan antara watching intention, gaming intention, dan purchase intention. Penelitian ini menggunakan skala MSSC dalam mengukur watching intention, mode ESC dalam mengukur gaming intention, serta bagaimana hubungan kedua hal tersebut dengan purchase intention atau keinginan seseorang untuk membeli barang virtual di dalam game. Penelitian ini dilakukan pada 243 responden yang merupakan pemain game Mobile Legends selama lebih dari 1 tahun dan sudah pernah menonton pertandingan esports M3 World Championship. Hipotesis penelitian diuji dengan menggunakan metode Partial Least Square - Structural Equation Modeling (PLS-SEM) dengan menggunakan aplikasi SmartPLS 4.0.8.4. Hasil penelitian ini menunjukkan terdapat pengaruh positif dan signifikan pada escapism, family and friends, dan social interaction terhadap watching intention, pengaruh positif namun tidak signifikan pada vicarious achievement dan acquisition of knowledge terhadap watching intention, serta pengaruh negatif dan tidak signifikan pada aesthetics, physical attractiveness, dan player’s skills terhadap watching intention. Terdapat pengaruh yang positif dan signifikan pada hedonic motivation terhadap gaming intention, dan terdapat juga pengaruh positif namun tidak signifikan pada flow terhadap gaming intention. Terdapat pengaruh yang positif dan signifikan pada hubungan direct effect variabel watching intention terhadap keinginan konsumen untuk bermain game. Terdapat pengaruh yang positif namun tidak signifikan pada hubungan direct effect variabel watching intention terhadap keinginan konsumen untuk membeli produk virtual di dalam game. Peran gaming intention dalam memediasi hubungan antara watching intention dan purchase intention adalah sebagai mediator penuh. ......The Indonesian esports industry is at the peak of its development. Watching esports is something that has recently become oriented as another source of entertainment for gamers. This causes game developers and esports event organizers to increasingly compete to improve their services. The purpose of this research is to analyze the relationship between watching intention, gaming intention, and purchase intention. This study uses the MSSC scale to measure watching intention, the ESC mode to measure gaming intention, and how these two relate to purchase intention or someone's desire to buy virtual goods in games. This research was conducted on 243 respondents who are Mobile Legends game players for more than 1 year and have watched the M3 World Championship esports match. The research hypothesis was tested using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method using the SmartPLS 4.0.8.4 application. The results of this study indicate that there is a positive and significant effect on escapism, family and friends, and social interaction on watching intention, a positive but not significant effect on vicarious achievement and acquisition of knowledge on watching intention, as well as a negative and insignificant effect on aesthetics, physical attractiveness , and player's skills on watching intention. There is a positive and significant effect on hedonic motivation on gaming intention, and there is also a positive but not significant effect on flow on gaming intention. There is a positive and significant influence on the direct effect relationship between watching intention variable and consumers' desire to play games. There is a positive but not significant influence on the direct effect relationship of the watching intention variable on consumers' desire to buy virtual products in games. The role of gaming intention in mediating the relationship between watching intention and purchase intention is as a full mediator.

Abstrak :
Penelitian ini bertujuan untuk menganalisis faktor-faktor influencer attributes (attitude homophily, physical attractiveness, social attractiveness) memiliki pengaruh terhadap faktorfaktor perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) dan juga faktor-faktor perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) memiliki pengaruh terhadap intensi konsumen untuk membeli produk perawatan kulit (skincare). Penelitian ini menggunakan analisis deskriptif dengan menggunakan Google Form sebagai metode pengumpulan data kepada 250 responden di Indonesia yang memenuhi kriteria yang telah ditentukan seperti mengikuti salah satu influencer di media sosial, aktif. Metode sampling pada penelitian ini menggunakan non-probability sampling. Kemudian data tersebut diolah dan dianalisis dengan menggunakan aplikasi perangkat lunak SmartPLS 3.0. Penelitian ini menghasilkan temuan bahwa faktor influencer attributes (physical attractiveness) memiliki pengaruh terhadap faktor-faktor perceived characterizations )trustworthiness, perceived expertise, parasocial relationship). Namun, untuk faktor influencer attributes/attitude homophily dan social attractiveness) tidak berpengaruh terhadap perceived expertise. ......This study aims to analyze the influencer attributes (attitude homophily, physical attractiveness, social attractiveness) that have an influence on the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) as well as the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) has an influence on consumer intentions to buy skin care products (skincare). This study uses descriptive analysis using Google Form as a data collection method to 250 respondents in Indonesia who meet predetermined criteria such as following one of the influencers on social media, being active. The sampling method in this study uses non-probability sampling. Then the data was processed and analyzed using the SmartPLS 3.0 software application. This study resulted in the findings that the influencer attributes (physical attractiveness) have an influence on the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship). However, the influencer attributes (attitude homophily and social attractiveness) have no effect on perceived expertise.