Kurniawan, Edy (0552067) (2009) Pengaruh Source Credibility (Attractiveness, Trustworthiness, Expertise) Aura Kasih terhadap Minat Beli Konsumen pada Produk Frestea Green My Body. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Use of Celebrity Endorsersin promoting a product is a strategy advertising which is conducted by companies to compete each other. By using the celebrity endorsers in their advertise products will add a sense of self-interested consumers to find information about the products that were in the advertisement. This study discusses about how the influence of Celebrity Endorses(Aura Kasih) wich done by the advertisement of Frestea Green My Body to consumer interest of purchase around Maranatha Christian University Bandung.Celebrity Endorses can be set a value from source credibility consist power of attractiveness, trustworthiness, and expertise. Research was doing by non-probability samplingmethod, with using purposive samplingtechniques, that is the researchers take based on specific criteria, by way of spread questionnaire to 120 respondents which are students respondent-around Maranatha Christian University Bandung which ever watch advertisement Frestea Green My Body . Selection of respondents performed using regression linier berganda and dataare then analyzed using quantitative with SPSS 11.5 program. Source credibility (Aura Kasih) against consumer interest to buy the product Frestea Green My Body. While the remaining 59.9% is influenced by other factors, such as kualiatas goods, consumer tastes, to customer service, lower prices so competitive, and harga.penulis submit suggestions that the company can continue to create ads update Frestea Green My Body so that consumers can easily remember message is delivered in advertisements and may cause consumers to purchase a product
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Source Credibility (Attractiveness, Trustworthiness, Expertise) and the Interest Purchase |
| 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 11:20 |
| Last Modified: | 18 Jan 2016 07:00 |
| URI: | http://repository.maranatha.edu/id/eprint/16233 |
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