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Annas, Mohammad
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Journal : Technomedia Journal

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Pengaruh Celebrity Endorser dan Periklanan Terhadap Brand Image (Peran Digital Marketing) Adam, Mochammad Riyadh Rizky; Handra, Tessa; Annas, Mohammad
Technomedia Journal Vol 7 No 2 October (2022): TMJ (Technomedia Journal)
Publisher : Pandawan Incorporation, Alphabet Incubator Universitas Raharja

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (287.09 KB) | DOI: 10.33050/tmj.v7i2.1905

Abstract

Keterlibatan selebriti dalam rekomendasi produk merupakan suatu hal yang menarik untuk diteliti. Dukungan selebriti adalah strategi komunikasi pemasaran umum untuk membangun citra merek dan kesadaran merek. Penelitian ini mencoba menganalisis factor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti. Penelitian ini memiliki empat variabel yaitu celebrity endorser, advertisement, brand image, dan brand awareness. Sampel dalam penelitian ini adalah 293 konsumen produk X. Metode analisis dalam penelitian ini adalah analisis partial least squares (PLS). Hasil penelitian menyatakan bahwa seluruh hipotesis signifikan. Terdapat pengaruh celebrity endorser terhadap brand image, terdapat pengaruh advertisement terhadap brand image, terdapat pengaruh brand image terhadap brand awareness, terdapat pengaruh celebrity endorser terhadap brand awareness yang dimediasi oleh brand image, dan terdapat pengaruh advertisement terhadap brand awareness yang dimediasi oleh brand image. Hasil penelitian ini sangat berguna dalam analisis faktor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti
Co-Authors Adam, Mochammad Riyadh Rizky Adi S Ahmad, Gofur Alfian, Erwin Amanda Setiorini Armielia, Adestya Ayu Desmonda, Diera Ferdianto, Martinus Gilbert Handra, Tessa Harry Pramono, Harry Hasan, Djohan Gunawan Hendy Tannady Humairoh Humairoh, Humairoh Iswariyadi, Arief Jimmy, So Yohanes Krestiawan, Ari Dina Kusuma, Donny Wira Yudha Margareta Priswati Hayu Pratiwi Meilinda, Vivi Mugi Hartono Nosica Rizkalla Pramudito, Eko Sigit Prawira, Oqke Rabbania, Aura Santi Wijayanti, Dwi Gansar Sari Dewi, Cynthia Savira, Brisha Sultan, Muhammad Habifian