Pengaruh Penggunaan Celebrity Endorser Multiproduk Terhadap Purchase Intention (Asmirandah, Axe, Dan Gerry Salut)

Rohani, Rohani (2011) Pengaruh Penggunaan Celebrity Endorser Multiproduk Terhadap Purchase Intention (Asmirandah, Axe, Dan Gerry Salut). S1 thesis, STIE Indonesia Banking School.

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Abstract

This research observes the relationship between perceived celebrity endorser, credibility celebrity endorser and purchase intention of AXE and Gerry Salut. The perceived celebrity endorser is measured through some attributes such as attention gaining, entertaining, likeable, impactful, convincing and believable. Where as the credibility celebrity endorser is measured through some dimensions which are attractiveness, expertise and trustworthiness. This research applied at STIE Indonesia Banking School, Kemang, the sample used is about 120 respondents. The technique of analysis for this research is multiple linear regression and t-test. The regression output for each variable, found that the significant value of perceived celebrity endorsement AXE and Gerry Salut is 0,000 below the level of significance which is used (alpha = 0,05) .In conclusion, there’s a significant value between perceived celebrity endorser and purchase intention. The regression output of credibility celebrity endorser found that significant value of AXE is below the level of significance, which means there is a significant value between credibility celebrity endorser and purchase intention and signifinacant value of Gerry Salut is above the level of significance, which means there is no significant value between credibility celebrity endorser and purchase intention Keyword : Celebrity endorser, perceived, credibility, multiproduct

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 09 Oct 2020 03:55
Last Modified: 09 Oct 2020 03:55
URI: http://repository.ibs.ac.id/id/eprint/1521

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