Persepsi Followers terhadap Citra Perempuan Cantik dalam Iklan Kosmetik Emina (Studi pada Followers Instagram @eminacosmetics)

Abstract

This research is motivated by the emergence of a social media platform, Instagram. Many accounts utilize Instagram to increase product marketing and build brand awareness. The problem in this study is how the perception of Instagram followers @eminacosmetic of the image of beautiful women in Emina cosmetic advertisements on Instagram, while the purpose of the study is, to find out how the perceptions of @eminacosmetics followers about Emina's advertisements display the image of beautiful women on the @eminacosmetics Instagram account. This research is a quantitative approach with a descriptive research type. The method used is the survey method, and uses the Simple Random Sampling technique and the data collection technique is done by distributing questionnaires to 100 respondents who are followers of the @eminacosmetics Instagram account. Based on the results of the study, the followers' perception of the @eminacosmetics account in promoting cosmetic products is very good. This statement can be seen from the majority of followers, namely 71%, who said that the use of beautiful female images in Emina cosmetic advertisements was seen as positive because it helped increase followers' interest in the product. So the conclusion of this study states that the formation of the image of beautiful women produces positive perceptions for followers because it reflects the diversity of beauty as a whole so that there is no social pressure to have a perfect appearance or become a source of dissatisfaction with oneself. The image of beautiful women displayed in advertisements is considered realistic, which generates interest in buying and learning the beauty tricks used by advertising models. The use of images of beautiful women in Emina advertisements also has the potential to result in real actions such as buying Emina products and recommending Emina products to others.