PENGARUH FACIAL IMAGE, COSMETIC USAGE PADA BRAND PERSONALITY DAN BRAND ATTITUDE (Studi pada Mahasiswi Universitas Sebelas Maret Surakarta)

Abstract

This study aims to analysis and investigate the effect on facial image on cosmetic usage, facial image and cosmetic usage on brand personality, and influence of facial image, cosmetic usage, and brand personality on brand attitude. This study uses survey methods. The target population used is all girl students UNS using cosmetic products Sari Ayu Martha
Tilaar Aromatic series. The sample of 156 respondents, taken by non-probability sampling method and using convenience sampling techniques. The analytical method used in this research is Structural Equation Modelling (SEM). In terms of the initial model Goodness of Fit is known to have a bad indication that the model is modified. In the modification of the model showed that chi-square value of 196,336,
amounting to 0,060 probalitas greater than 0,05; GFI value of 0,903; RMSEA value of 0,034, AGFI of 0,853; TLI value of 0,968, CFI of 0,977. In addition to the parsimony fit index measures the value gained CMIN / df at 1,176. Generally have a good indication. Do with the results of hypothesis testing are significant and positive influence both the influence of facial image on cosmetic usage, the influence of facial image on brand
personality, the influence of cosmetic usage on brand personality, the influence of brand personality on brand attitude. While facial image a negative effect on brand attitude. And cosmetic usage has negative influence on brand attitude.