PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHDP SIKAP KONSUMEN PD IKLAN,MEREK PRODUK DAN IMPLIKASINYA TERHDP MINAT BELI (STUDI IKLAN PRODUK ELEKTRINIKA MEREK LG)

Ariasta, I Ketut (2008) PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHDP SIKAP KONSUMEN PD IKLAN,MEREK PRODUK DAN IMPLIKASINYA TERHDP MINAT BELI (STUDI IKLAN PRODUK ELEKTRINIKA MEREK LG). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Celebrity endorserments become a popular choice in advertising industry to influence attitude and purchase intention of customer. The research on celebrity endorsements topics include source- credibility model : expertise and truthworthiness and source-attractiveness model : attractiveness. This research analyse the using of celebrity as endorser is related to impact of credibility of celebrity to attutide toward advertisements, product brand also purchase intention of product which is advertised, with case study is taken from advertisements of electronics products of LG Brand. Data is analysed using AMOS program. Path analysis shown that there are a positif relation between credibility of endorser with attitude toward advertisements and brand significantly. Positif relation between attitude toward brand with purchase intention significantly while attitude toward advertisements gave impact with not significantly. When chosing an endorser for promotion programs purpose, credibility of endorser have plays an important role to influence customer attitude toward advertisements and brand of products which are advertised. Attitude toward advertisements and brand also will give an influence toward purchase intention of customer. In the case of LG Brand product’s advertisements, all of those statement as shown on result of analysis. Key words: Credibility of Celebrity Endorser, Attitude toward Advertisements, Attitude toward Brand, Purchase Intention Penggunaan endorser selebriti menjadi pilihan populer dalam industri periklanan untuk mempengaruhi sikap konsumen dan minat beli. Penelitian celebrity endorsements meliputi source-credibility model : keahlian (expertise) dan kepercayaan (trustworthiness) dan source-attractiveness model : daya tarik (attractiveness). Penelitian ini menganalisa penggunaan selebriti sebagai endorser berkaitan dengan pengaruh kredibilitas selebriti terhadap sikap konsumen mengenai iklan dan merek produk yang diiklankan serta sikap konsumen mengenai minat beli pada produk yang diiklankan dengan mengambil kasus iklan produk elektronika merek LG. Data diperoleh melalui kuesioner dan dianalisa dengan menggunakan program AMOS. Hasil path analysis memperlihatkan hubungan positif antara kredibilitas endorser dengan sikap terhadap iklan dan merek secara signifikan. Hubungan positif sikap terhadap merek dengan minat beli secara signifikan, sementara sikap terhadap iklan memperlihatkan hubungan yang tidak signifikan. Dalam pemilihan endorser untuk kebutuhan program promosi, kredibilitas endorser mempunyai peran penting dalam mempengaruhi sikap konsumen terhadap iklan dan sikap konsumen terhadap merek produk yang diiklankan. Sikap terhadap iklan dan merek produk juga akan memberikan pengaruh terhadap minat beli konsumen. Dalam kasus iklan produk elektronika merek LG ini, semua terlihat dari analisa yang telah didapatkan. Kata Kunci : Kredibilitas Celebrity Endorser , Sikap Konsumen pada Iklan, Merek Produk, Minat Beli

Item Type: Thesis (S2)
Call Number CD: CDT-551-08-044
Call Number: TE/09/055
NIM/NIDN Creators: 55105110018
Uncontrolled Keywords: PEMASARAN, MPS, Manajemen Pemasaran
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Admin Perpus UMB
Date Deposited: 04 Aug 2009 09:46
Last Modified: 15 Jul 2022 06:41
URI: http://repository.mercubuana.ac.id/id/eprint/27283

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