Strategi Pengiklanan PT. Jafra Cosmetics dalam Mendorong Gaya Hidup Konsumtif Mahasiswa
Abstract
Advertising causes people to tend to behave consumptively. This study aims to determine the advertising strategy of PT. Jafra Cosmetics in encouraging the consumptive lifestyle of students of the Islamic Economics and Business Faculty, Alauddin State Islamic University, Makassar. This study uses qualitative data analysis by applying a phenomenological approach. The results showed that the advertising strategy of PT. Jafra Cosmetics is able to improve student consumptive behavior, namely the number of students of the Faculty of Economics and Islamic Business UIN Alauddin Makassar who use Jafra products and the existence of Jafra products among students even though the price is quite expensive.
Moraref