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Abstract
Abstract: The case of male endorser of female cosmetics product is relatively novel within the practice of marketing in Indonesia. Male and cosmetics; two concepts that are contradictory but mutually corelate. Men are understood as strong figure, masculine, and far from the association to beauty. On the other hand, cosmetics are inherently tied to the beauty itself. It becomes interesting when these two concepts are paired together within the same context of social media endorsement. This article is reporting an attempt to investigate the causative relationship between the practice of endorsement of cosmetics product by male celebrities, and how it affects the audiences’ attitude. The data used in this article is gathered through an online survey on 400 respondents. Although the notion of male and cosmetics are mutually foreign, male endorsers were seen as able to influence the attitude of the audience when looking at cosmetic endorsement, toward positive tendency. However, considering the fact that most of the male endorsers of cosmetics product have effiminate appearance, it is still safe to assume that the positive statistical value did not represents similar opinion regarding men in general and cosmetics product
Keywords: endorsement, brand endorser, men, cosmetics,
audience attitude
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References
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- Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen. Jilid Pertama. Alihbahasa: Lina Salim. Jakarta: Erlangga.
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References
Arisanty, M., Wiradharma, G., & Fiani, I. (2020). Optimizing Social Media Platforms as Information Disemination Media. Jurnal ASPIKOM, 5(2), 266-279.
Ajzen, I. (2005). Attitude, Personality, and Behaviour 2nd Edition. New York: Open Univerisity Press.
Azwar, S. (2008). Sikap Manusia Teori dan Pengukuran Edisi Kedua. Yogyakarta: Pustaka Pelajar.
Basyarahil, M. A. (2017). Analisis Faktor-Faktor yang Mempengaruhi Minat Beli Kosmetik Pria pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Brawiajaya (Studi Kasus pada Mahasiwa S1 Prodi Ekonomi Islam Fakultas Ekonomi dan Bisnis Universitas Brawijaya. Jurnal Ilmiah Mahasiswa FEB, 5(2)., 1-12.
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective. New York: The McGraw Hill.
Burns, R., & Dobson, C. (1984). Attitudes. In: Introductory Psychology. Dordrecht: Springer.
Cheng, C. (1999). Marginalised Masculinities and Hegemonic Masculinity: An Introduction. Journal of Men’s Studies, 7(3) , 295-310.
Fury, A. (2016, Januari 14). Men's grooming is now a multi-billion pound worldwide industry. Dipetik Agustus 1, 2020, dari independent.co.uk: https://www.independent.co.uk/life-style/fashion/features/mens-grooming-is-now-a-multi-billion-pound-worldwide-industry-a6813196.html
Haddad, H. (2019, September 26). Men In Makeup: K-Pop Male Celebrities Are Changing The Perception Of Male Beauty. Dipetik Agustus 1, 2020, dari Eonline: https://www.eonline.com/ap/news/1076719/men-in-makeup-korean-male-celebrities-are-changing-the-perception-of-male-beauty
Jorgensen, B. S., & Stedman, R. C. (2001). Sense of place as an attitude: Lakeshore owners attitudes toward their properties. Journal of Environmental Psychology,21(3) , 233-248.
Kimmel, M. (2005). What About the Boys? Dalam H. S. Saphiro, & D. Pupe, Critical Social Issues in American Education 3rd Edition. London: Lawrence Erlbaum Associates.
Kotler, P., & Keller, K. (2012). Marketing Management (14thed.). Upper Saddle River, NJ: Prentice Hall.
kumparan.com. (2018, Februari 7). Laki-laki Dandan dan Geliat Industri Kosmetik Pria. Dipetik Agustus 1, 2020, dari Kumparan: https://kumparan.com/kumparanstyle/laki-laki-dandan-dan-geliat-industri-kosmetik-pria/full
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen. Jilid Pertama. Alihbahasa: Lina Salim. Jakarta: Erlangga.
Putra, A. M., & Febrina, A. (2019). FENOMENA SELEBGRAM ANAK: MEMAHAMI MOTIF ORANG TUA. Jurnal Aspikom, 3(6), 1093-1108.
Putranto, A. E. (2015). Maskulinitas Laki-laki Pengguna Kosmetik Perempuan di Mata Laki-laki. Skripsi. Yogyakarta: Universitas Gadjah Mada.
Ruslan, R. (2003). Metode Penelitian: Public Relation & Komunikasi. ed 1-cet. 1. Jakarta: PT. Raja Grafindo Pesada.
Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications 9th Edition. South Western: Cengage Learning.
Simpson, M. (2002, Juli 22). Meet the Metrosexual. Dipetik Agustus 1, 2020, dari marksimpson.com: https://marksimpson.com/meet-the-metrosexual/
Thomas, W.I., & Znaniecki, F. (1958). The Polish Peasant in Europe and America, Vol. 1. New York: DoverPublications.
Wen, C., Tan, B. C., & Chang, K. T. (2009). Advertising effectiveness on social network sites: an investigation of tie strength, endorser expertise and product type on consumer purchase intention. Thirtieth International Conference on Information Systems. Arizona.