PENGARUH PENGGUNAAN CELEBRITY ENDORSER PEVITA PEARCE TERHADAP BRAND AWARNESS E-COMMERCE ZILINGO INDONESIA (Survey pada Karyawan PT.PP Properti.Tbk)

YUANSYAH, RIZKY (2019) PENGARUH PENGGUNAAN CELEBRITY ENDORSER PEVITA PEARCE TERHADAP BRAND AWARNESS E-COMMERCE ZILINGO INDONESIA (Survey pada Karyawan PT.PP Properti.Tbk). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Current technological advances make it easier for producers to advertise their products using social media. The strategy carried out by the company in increasing the value of product sales through advertising elements, one of which is determined by Celebrity Endorser. Besides that celebrities also have a very big influence on brand awareness of these ads, the success of efforts to build brand awareness is largely determined by consumer perceptions of celebrities who are advertisements for these products and can build brand attractiveness in the target market target. On the Celebrity Endorser Concept, 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's theory has four dimensions, namely Top Of Mind, Brand Recall, Brand Recognition, and Unware Of Brand. The type of research used is the type of explanatory correlational research. The research method used is the survey method. This research was conducted using simple random sampling technique data collection techniques. Respondents from this study were employees of PT PP PROPERTI TBK. The results showed that the credibility of the celebrity endorser contributed 70.1% of its influence on brand awareness which meant a strong influence. This study concluded that there was an influence of celebrity endorsers on consumer brand awareness. Keyword: Terence A. Shimp, Celebrity Endorser, Brand awareness 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 Selebriti 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 Unware Of Brand. Jenis penelitian yang digunakan adalah tipe penelitian eksplanatif korelasional. Metode penelitian yang digunakan adalah metode survey. Penelitian ini dilakukan dengan teknik pengumpulan data teknik simple random sampling. Responden dari penelitian ini adalah Karyawan PT PP PROPERTI TBK. Hasil penelitian menunjukkan bahwa kredibilitas celebrity endorser memberikan kontribusi sebesar 70.1% pengaruhnya terhadap brand awareness yang berarti pengaruh kuat. Penelitian ini menyimpulkan bahwa ada pengaruh celebrity endorser terhadap brand awareness konsumen. Kata Kunci: Terence A. Shimp, Celebrity Endorser, Brand awareness

Item Type: Thesis (S1)
Call Number CD: FK/MCA. 19 033
NIM: 44313110016
Uncontrolled Keywords: Terence A. Shimp, Celebrity Endorser, Brand awareness
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.5 Relations of Individual to Society/Hubungan antara Individu dan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Dec 2019 02:02
Last Modified: 09 Jan 2020 04:27
URI: http://repository.mercubuana.ac.id/id/eprint/52815

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