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PENGARUH CELEBRITY ENDORSER IKLAN YAMAHA JUPITER Z TERHADAP BRAND IMAGE (Studi pada Iklan Mahasiswa Universitas Muhammadiyah Malang)

Rohman, Miftakhul (2012) PENGARUH CELEBRITY ENDORSER IKLAN YAMAHA JUPITER Z TERHADAP BRAND IMAGE (Studi pada Iklan Mahasiswa Universitas Muhammadiyah Malang). Other thesis, universitas of muhammadiyah malang.

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Abstract

The use of endorsers are as opinion leaders who deliver the message until it gets to the consumer about the product brand. Opinion Leader role in providing information to others, the perpetrators of persuasion, and providers of information. This is done to create a brand image to consumers. The first purpose of this study was to determine the effect of celebrity endorsers in advertising Yamaha Jupiter Z which include source credibility, source attractiveness, and power source simultaneously and partially on Brand Image (Studies in Student University of Malang), and the second is to know the variables in a celebrity endorser, including source credibility, source attractiveness, source power on ad Yamaha Jupiter Z is the dominant influence on Brand Image (students study at the University of Muhammadiyah Malang). The method used in this study is explanatory survey. sampling techniques are used judmental sampling. Analysis tool used is linear regression which consists of a variable Source credibility (source credibility), source attraktiveness (source of attraction), source power (power source), and brand image. Results were obtained simultaneously and partial celebrity endorser affect consumer perceptions about brand image Yamaha Jupiter Z, although the variable did not significantly affect source credibility, source attractiveness variables also proved to be not dominant, dominant and influential variable is a variable power source.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 26 Nov 2015 07:02
Last Modified: 26 Nov 2015 07:02
URI : http://eprints.umm.ac.id/id/eprint/19506

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