EFFECTS OF THE EXPOSURE TO SUNSILK HIJAB ADS RECHARGE REFRESH & ANTI DANDRUFF ON CONSUMER RESPONSES (Explanatory Study on Students of Al-Azhar High School Kebayoran Lama Jakarta)

Mahasiswi Magister Ilmu Komunikasi BINUS University sebagai pemakalah pada Konferensi Internasional “THE 2nd SOUTHEAST ASIA ACADEMIC FORUM ON SUSTAINABLE DEVELOPMENT (SEA-AFSID) 2018 di Yogyakarta”, dengan Judul:

EFFECTS OF THE EXPOSURE TO SUNSILK HIJAB ADS RECHARGE REFRESH & ANTI DANDRUFF ON CONSUMER RESPONSES (Explanatory Study on Students of Al-Azhar High School Kebayoran Lama Jakarta)

By: May Rizdiana Santi

All women want to take care of themselves as much as possible, including veiled women who need a special hijab shampoo to treat their hair. Although hijab can protect hair from sunlight, wind, and air pollution, a woman who wears hijab should not abandon their hair care. Hair care should be given more attention. Our hair which is covered and not exposed to sunlight will get various problems such as limp, itching or even branching, if it is not treated well. This study aims to find out the extent to which the effect of exposure to television advertisements on the consumer audiences’ response in seeing and understanding the advertising messages. The research method used was quantitative method with the type of multiple regression study. The theory used was The Facet Models of Response Consumer with its population is the students of Class XII of AL-Azhar Senior High School. Meanwhile, the data collection technique was carried out by distributing the questionnaires to the respondents through stratified random sampling technique. The results show that the effect of exposure to advertising has little effect on the success of an advertisement to persuade the consumers to buy the product.