NUGROHO, FITRIANTO AJI (2020) “PENGARUH CELEBRITY ENDORSER ATTA HALILINTAR DALAM IKLAN YOUTUBE SMARTFREN VERSI “2000 per GB” TERHADAP BRAND AWARENESS” (Survei terhadap followers instagram @attahalilintar Periode Februari – Maret 2020). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Urrent technological advances make it easier for producers to advertise their products using social media. Strategies undertaken by companies in increasing the value of product sales through advertising elements, one of which is determined by Celebrity Endorser. Besides celebrity also has a very big influence on Brand Awareness from the ad, the success of efforts to build Brand Awareness is largely determined by consumers' perceptions of celebrities who are advertising the product and can build brand appeal to the target market targeted. In the Concept of Celebrity Endorser according to Terence A. Shimp, there are 5 dimensions of TEARS celebrity endorsers namely Trustworthiness, Expertise, Attractiveness, Respect and Similarity. And the concept of Brand Awareness in Shimp theory has 4 dimensions, namely Top of Mind, Brand Recall, Brand Recognition, and Brand Knowledge. This type of research is an explanative research type with a quantitative approach. The research method used was a survey method. Researchers collect data primarily by distributing questionnaires to respondents of 100 respondents. This research was conducted with data collection techniques, namely simple random sampling technique. Respondents from this study are followers of @attahalilintar. Based on the results of this study concluded that there is an influence of celebrity endorser on brand awareness that is an effect of 88.4%. Keywords: Celebrity Endorser, Brand awareness, Atta Halilintar Kemajuan teknologi saat ini memudahkan para produsen dalam mengiklankan produknya menggunakan media sosial. Strategi yang dilakukan oleh perusahaan dalam meningkatkan nilai penjualan produk melalui elemen iklan, salah satunya ditentukan oleh Celebrity Endorser. Selain itu selebriti juga mempunyai pengaruh yang sangat besar terhadap Brand Awareness dari iklan tersebut, keberhasilan upaya membangun Brand Awareness sangat ditentukan oleh persepsi konsumen terhadap selebriti yang menjadi iklan produk tersebut serta bisa membangun daya tarik merek pada targer pasar yang dituju. Pada Konsep Celebrity Endorser menurut Terence A. Shimp terdapat 5 dimensi celebrity endorser TEARS yaitu Trustworthiness,Expertise, Attractiveness, Respect dan Similarity. Dan konsep Brand Awareness didalam teori Shimp terdapat 4 dimensi yaitu Top Of Mind, Brand Recall, Brand Recognition, dan Brand Knowledge. Jenis penelitian yang digunakan adalah tipe penelitian eksplanatif dengan pendekatan kuantitatif . Metode penelitian yang digunakan adalah metode survey. Peneliti mengumpulkan data secara primer yaitu menyebarkan kuesioner kepada responden sebanyak 100 responden. Penelitian ini dilakukan dengan teknik pengumpulan data yaitu teknik simple random sampling . Responden dari penelitian ini adalah followers @attahalilintar. Berdasarkan hasil dari penelitian ini menyimpulkan bahwa ada pengaruh celebrity endorser terhadap brand awareness yaitu berpengaruh sebesar 88,4% . Kata Kunci: Celebrity Endorser, Brand awareness, Atta Halilintar
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