Masalah penelitian adalah bagaimana dan mengapa pernikahan di bawah umur digambarkan dalam cerpen “Si Minem Beranak Bayi” karya Ahmad Tohari dan “Inem” yang ditulis oleh Pramoedya Ananta Toer. Penelitian ini bertujuan membahas imajinasi pernikahan di bawah umur dalam dua karya sastra Indonesia. The higher brand image has, the higher purchase intention will be created due to the more attractive celebrity endorser role, then followed by intensive sales promotions and high product quality. Celebrity endorser has the highest influence on brand image. By implementing Multiple regression analysis, the results of this study show that sales promotion, product quality, and celebrity endorsers affect brand image, and brand image has a mediating role in boosting consumer purchase intention. Therefore, the purpose of this study is to analyze the effect of sales promotion, product quality, and celebrity endorser in building Brand Image to trigger purchase intention so that the main objective of this research is to examine the role of the mediating effect of Brand Image. Some companies have various strategies to build the strong value of the companies' brand image so that the consumers intend to buy the products through strengthening sales promotion, product quality, and empowering the use of celebrity endorsers. Dengan demikian, tubuh perempuan yang direpresentasikan dalam kisah SPG tersebut mengalami marginalisasi kecantikan perempuan. Artinya, tubuh perempuan telah didisiplinkan melalui konsepsi kecantikan oleh media massa. Para pemilik modal telah membuat tubuh perempuan menjadi alat penting dalam setiap proses sosial dan ekonomi untuk memberikan daya tarik erotis produk melalui pencitraan media massa. Hasil penelitian menunjukkan bahwa SPG menjadi alat untuk memikat minat pembeli. Teori yang digunakan dalam penelitian ini adalah analisis wacana kritis dari Sarah Mills untuk mengkaji wacana kecantikan yang dihadapi SPG pada kisah dalam novel tersebut. Penelitian ini menggunakan metode penelitian analisis data kualitatif. Thus, the female body represented in the SPG story experiences marginalization of women's beauty.Penelitian ini bertujuan untuk menganalisis wacana kecantikan perempuan dan marginalisasi terhadap kecantikan perempuan dalam novel The Curse of Beauty karya Indah Hanaco. Thus, the female body represented in the SPG story experiences marginalization of women's beauty.
It means, women's bodies have been disciplined through the concept of beauty by the mass media. the owners of capital have made the female body an important tool in every social and economic process, to provide the erotic appeal of products through the imaging of mass media. The results show SPG became a tool to attract buyers' interests. This study uses critical discourse analysis by Sarah Mills to examine the beauty discourse that SPG faces in the story of the novel. This study uses a qualitative data analysis research method. This study aims to analyze the discourse of women's beauty and marginalization of women's beauty in the novel The Curse of Beauty by Indah Hanaco.
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