Soufian, Wardha Caulina (2012) Analisis Pengaruh Penggunaan Celebrity Endorser Dan Typical Person Endorser Dalam Iklan Terhadap Brand Image. Other thesis, STIE Bank BPD Jateng.
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M.06.12 WARDHA CAULINA S.pdf Download (2MB) |
Abstract
This study aims to examine the effect of the use of elebrity endorsers and the typical person endorsers in the dvertising of brand image in the region of Semarang. Population of this research is that there are three districts of the Semarang, the name is Kauman, Kranggan and Bangunharjo with 100 respondents who used to and saw Clear to advertising on television as the samples are gathered using the method of purposive sampling . Teqnique analisys used is the test of validity, reliability test, the assumption of classical test (multikolonieritas test, heterokedastisitas test, autokolerasi tset and normality test), hypothesis testing and multiple regression analysis. These research reveals show that the influence of celebrity endorser positive effect on brand image with significant level of 0.000; typical person endorser effect on brand image with a significant level of 0.014. simultaneously all the independent variables in this study affect the brand image with a significant level of 0.000.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | celebrity endorser, typical person endorser,brand image |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Art |
| Depositing User: | Magang Magang Siswa |
| Date Deposited: | 20 Feb 2024 03:09 |
| Last Modified: | 20 Feb 2024 03:09 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1707 |
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