Perilaku Penggunaan Produk Day Cream Rumput Laut: Analisis Model AIDA dan CRI.

Abstract

Day cream products are widely used by women. One of the marine resources that can be basic ingredient used is seaweed. The purpose of this study is to analyze the behavior of the use of seaweed day cream products through the analysis of the AIDA models and CRI. This study uses cross-sectional design study, involving 100 female contohts were selected by convenience techniques. Results of this study showed that almost all sample tended innovative personality (84%). Level of awareness, interest, and desire in the sample pretty good but many sample who do not use day cream seaweed products.In addition, there is a significant positive relationship between the interest of awareness (0.413, p <0.01) and desire (0.242, p <0.05), with the interest of desire (0.365, p <0.01), as well as desire in the action (0.305, p <0.01). Other results showed no relationship between awareness and interest with action of the measures in this study. Based on the analysis of Customer Response Index (CRI) is 7.99 percent. This suggests that seaweed day cream product has not been effective in the community.