WOMEN’S ATTITUDE TOWARDS ADVERTISEMENTS AND PURCHASE INTENTION OF PRODUCTS ADVERTISED USING FASHION AND COMMERCIAL MODELS

• Main Author: Sheila L, Audina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21313
• Institution: Institut Teknologi Bandung

Since the beginning of advertising history, it has been believed that using physically attractive models could make the advertisement more effective and interesting. However, recent studies in the western world showed the current market has shifted into liking more average-looking models in advertisement more. It has been found that average-looking model is perceived to look more realistic and relatable with the consumers themselves. Several brands in the western world who use very physically attractive models in their advertisements have gotten critics from their consumers. They are being critized for portraying unrealistic body standards. Since the number of feminists rises, the portrayal of body standards in media has been an issue marketers should look out for. It is an important issue because as previous occurences, the critics from consumers resulted in the boycotting of their products. This could eventually result in negative branding and decrease of sales. There is a lack of study exploring the use of models in advertisements in Indonesia, therefore this study hopes to discover which kind of model is better to be used in Indonesia market. This study explores the implications of using fashion models in advertisements, which are models who are very physically attractive, and commercial models, which are models who look fairly average. This study also hopes to unravel the implications of using very attractive model and average looking model to consumer?s attitude toward the advertisement and consumer?s purchase intention. This research compared Indonesian women?s reaction toward two kinds of advertisements, which are advertisements using fashion model and using commercial model. The advertisements used are online beauty and fashion advertisement since it is considered the most effective advertisement of the year, and beauty and fashion product advertisement are the products women buy the most. The population of this research is women in the age of 10 – 44 living in DKI Jakarta, because DKI Jakarta is the most active internet user in Indonesia, as well as the age group mentioned above. Since the population of this research is around 23 millions, minimum of 384 respondents were needed to fill the questionnaire. Data for this research was gathered by distributing a survey through questionnaire. After being distributed online, there are 409 recorded responses of this research.The data was then analysed using multi-regression analysis. Findings show that women in Indonesia show a more positive attitude toward average looking model in advertisements. It is found that Indonesian women feel more relatable to average looking models. However, they are more likely to buy products advertised using very attractive models. Therefore, which kind of model better to be used in Indonesia depends on the objective of the advertisement itself. For advertisements targeting in increase of purchase intention it is better to use fashion models, while for advertisements which sole purpose is not to increase purchase intention it is better to use commercial models.