DAYA TARIK KREDIBILITAS ENDORSER SELEBRITI DAN CITRA MEREK DI LEMBAGA TANTOWI YAHYA PUBLIC SPEAKING SCHOOL

RYANA, SHE (2015) DAYA TARIK KREDIBILITAS ENDORSER SELEBRITI DAN CITRA MEREK DI LEMBAGA TANTOWI YAHYA PUBLIC SPEAKING SCHOOL. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The use of celebrity as an endorser in a growing number of advertising strategies today. The advantage of using this celebrity, such as increasing the company’s brand image in the public. This thesis discusses the use of celebrity as endorser through the dimensions, attractiveness and credibility of celebrity about company’s brand image. Tantowi Yahya public speaking school is an object of as a research location. Conducts a survey of 48 Tantowi Yahya public speaking school respondents. Data collecting utilizes questionnaire technic research and study bibliography. Data processing primary to utilize analyses quantitative. The study result gotten by conclusion as follows : Firstly, result test connection of attractiveness and brand image variabels have no related, so at this research the conclusion, no be found relationship between attractiveness and brand image variabels. Secondly, result test Gamma Crosstab of attractiveness and credibility selebrity variabels get result value Approx Sig = 0.046, with the significant 5% ( 0.046 < 0.05), so at this research the conclusion, be found the significant relationship between attractiveness and credibility. Thirdly, result test Gamma Crosstab of credibility endorser and brand image variabels get result value Approx Sig = 0.040, with the significant 5% ( 0.040 < 0.05), so at this research the conclusion, be found the significant relationship between credibility endorser and brand image variabels. Keywords : attractiveness, credibility, celebrity endorser, and brand image. Pengaruh selebriti sebagai endorser dalam strategi periklanan semakin banyak dijumpai saat ini. Keuntungan penggunaan selebriti ini bermacam-macam, seperti meningkatkan citra merek perusahaan dimata masyrakat. Tesis ini membahas mengenai penggunaan selebriti sebagai endorser melalui dimensi daya tarik dan kredibilitas selebriti terhadap citra merek perusahaan. Lembaga Tantowi Yahya public speaking school merupakan objek penelitian yang diteliti oleh peneliti. Sampel penelitian sebanyak 48 responden Lembaga Tantowi Yahya public speaking school. Pengumpulan data menggunakan teknik kuisioner penelitian dan studi kepustakaan. Pengolahan data primer menggunakan metode analisis kuantitatif. Dari hasil pembahasan hasil penelitian diperoleh kesimpulan sebagai berikut : pertama hasil uji hubungan antara variabel daya tarik dan citra lembaga tidak memiliki signifikansi hubungan, sehingga dapat disimpulkan pada penelitian ini tidak terdapat hubungan antara variabel daya tarik endorser dan citra lembaga. Kedua hasil uji crosstab Gamma pada pengujian variabel daya tarik dan kredibilitas endorser diperoleh hasil Nilai Approx Sig = 0.046, dimana pada signifikasi yang digunakan 5% ( 0.046 < 0.05). sehingga disimpulkan pada penelitian ini terdapat hubungan yang signifikan antara daya tarik dan kredibilitas. Ketiga hasil pengujian crosstab gamma pada pengujian variabel kredibilitas dan citra lembaga diperoleh hasil Nilai Approx Sig = 0.040 pada signifikasi yang digunakan 5% ( 0.040 < 0.05). sehingga dapat disimpulkan terdapat hubungan yang sidnifikan antara kredibilitas endorser dan citra lembaga. Kata kunci : daya tarik, kredibilitas, endorser selebriti, dan citra merek.

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