Wiharjo, Billy (0755002) (2012) Pengaruh Celebrity Endorser (Nidji) pada PT. Astra Honda Motor terhadap Minat Beli Konsumen (Studi pada Konsumen Motor Absolute Revo). Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Indonesia is a developing country, which at the time of current conditions among competing companies fighting over the attention of consumers so that their products much liked and bought. No exception to the automotive world like a motorcycle, popping the types of vehicles that range. Nowadays consumers are very selective in determining the model and the quality of the product to be bought at any consumers who sometimes are not too concerned with price but mreka more concerned with the quality and the product model, so now the company should be able to meet the demands of consumers and to convey information from the product produced should be more clear and more interesting, so that information on to consumers more bermakan and embedded in the minds of consumers. The company will release more models and motifs from earlier products so the company can expand its market and compete with similar products on the market today. Therefore the company in order to survive and compete in existing markets entrepreneurs need to learn strategies - strategies marketing communication mix, which includes: advertising, direct marketing, events and ecperience, public relations, personal selling, sales promotion. Statistical data obtained from the resulting regression equation can be seen in the table above, The resulting regression equation can be seen in the table above, where a constant value for 0665 and 0370 amounting bx1 value, amounting to 0603 bx2 and bx3 for 0044. large influence of celebrity endoser (nidji) at PT. Astra Honda Motor on consumer buying interest can be seen in the table above for the R Square value adjuasted 0.423 x 100% = 42.3%. This means that the decision making of 0.423 or 42.3% influenced by the celebrity factor endoser, while the remaining balance of 57.7% influenced by other factors. So these results reject H0 (null hypothesis) and accept Ha (alternative hypothesis), because ρ ≤ α value (0.05) or 0000 ≤ α (0.05). Thus, it can be concluded that the celebrity endoser (nidji) at PT. Astra Honda Motor on consumer buying interest.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | advertising, direct marketing, events and ecperience, public relations, personal selling, sales promotion. Brand Awareness |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 55 Management Department (Night Classes) |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 20 Nov 2015 11:30 |
| Last Modified: | 20 Nov 2015 11:30 |
| URI: | http://repository.maranatha.edu/id/eprint/17431 |
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