Pengaruh Celebrity Endorsers (Agus Ringgo) terhadap Minat Beli Konsumen pada Iklan Esia

Christian, Ivan (0552046) (2009) Pengaruh Celebrity Endorsers (Agus Ringgo) terhadap Minat Beli Konsumen pada Iklan Esia. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Along with growth of technological progress, period development and also growth of industry which is fast progressively makes a lot of company which in concurrence to compete in sale specially in advertising. A strategy of advertisement which popular used to submit message from the product to consumer with use celebrity image. Trend which this recently develop is usage of Celebrity Endorsements, that are actor or actress, athlete and other celebrities. Hence from that in this research, the researcher take topic "Influence of Celebrity Endorsers (Agus Ringgo) Toward consumer buying intention at ESIA advertising". Objective of this research is to know how big influence of CelebrityEndorsers seen from source of its credibility (attractiveness, trustworthiness and expertise) toward consumer buying intention on ESIA product. To measure and analyze the relation variable that list above, researcher spread out questionnaire to 150 responder which have watching of ESIA advertising and questionnaire spreading in environment of Maranatha Christian University. In this research the sampling method that used is non probability sampling method with purposive sampling. Then from result of respond of respondent calculated with multiple regression method by using SPSS 11.5. Result of research indicate that Celebrity Endorsers attractiveness have α > 0,05 so that attractiveness not have significant to effect consumer buying intention. While trustworthiness and expertise have α< 0,5 so that trustworthiness and expertise have an significant effect consumer buying intention. This matter can look from calculation with multiple regression method that indicating Source Credibility influence consumer buying intention about 49,7%, while the rest 50,3% influenced by other factors. This show existence of relation which have big influence between Celebrity Endorsers with consumer buying attention on ESIA product. From above conclusion, hence the researcher want to give suggestion that is company must be careful to use Celebrity Endorsers. It has mean that the celebrity endorsers not just popular but also have that characteristic match with the product which offering. Beside that Celebrity also have positive imagein the public, because image from the celebrities will influence product which we offer, all that addressed advertising objective to make consumer buying intention toward product can be realized.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Celebrity Endorsers (Attractiveness, Trustworthiness, Expertise) and Enthusiasm Buy
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > 52 Management Department
Depositing User: Perpustakaan Maranatha
Date Deposited: 23 Oct 2015 08:59
Last Modified: 18 Jan 2016 06:41
URI: http://repository.maranatha.edu/id/eprint/16200

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