WIDJAYA, OEY HANNES (2015) PENGARUH SELEBRITI ENDORSER, ASOSIASI MEREK, KEPERIBADIAN MEREK, DAN KARAKTERISTIK PRODUK TERHADAP INTENSI PEMBELIAN PADA IKLAN TOP KOPI VERSI IWAN FALS. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Persepsi mengenai produk dapat dibangun perusahaan dengan memberikan informasi mengenai produk, dan cara terbaik dalam penyampaian informasi adalah dengan promosi. Salah satu cara promosi yang paling menaik perhatian banyak perusahaan dalam memperkenalkan produk mereka adalah melalui iklan. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh selebriti endorser, asosiasi merek, keperibadian merek dan karakteristik produk terhadap intensi pembelian. Metode pemilihan sampel dengan menggunaka simple random sampling. Data yang diperoleh melalui kuesioner sebanyak 125 responden di daerah Jakarta Barat sebagai sampel peneliti. Analisis dilakukan dengan menggunakan analisis regresi ganda. Hasil penelitian menunjukan bahwa dari empat variable independen, selebriti endorser, asosiasi merek, kepribadian merek dan karakteristik produk berpengaruh secara signifikan terhadap intensi pembelian secara simultan, sedangkan selebriti endorser tidak berpengaruh secara signifikan terhadap intense pembelian secara parsial. Kata Kunci : celebriti endorser, asosiasi merek, keperibadian merek, karakteristik produk, intensi pembelian Perceptions of the product can be built the company by providing information on the product, and the best way in the delivery of information is the promotion. One way of promotion of the most rising concern of many companies in introducing their products is through advertising. The purpose of this study was to determine the influence of celebrity endorsers, brand association, brand personalities and characteristics of the product to the intention of purchase. Sample selection methods by using a simple random sampling. Data obtained through questionnaires of 125 respondents in West Jakarta as a sample of researchers. Analyses were performed using multiple regression analysis. The results showed that of the four independent variables, celebrity endorser, brand association, brand personality and product characteristics significantly influence purchase intention simultaneously, while celebrity endorser does not significantly affect the intense partial purchase. Keywords: celebrity endorser, brand association, brand personalities, characteristics of the product purchase intentions
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-15-072 |
| NIM/NIDN Creators: | 55210120071 |
| Uncontrolled Keywords: | celebriti endorser, asosiasi merek, keperibadian merek, karakteristik produk, intensi pembelian, celebrity endorser, brand association, brand personalities, characteristics of the product purchase intentions, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 14 Jun 2022 06:49 |
| Last Modified: | 25 Jun 2022 02:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63302 |
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