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All Journal Jurnal Pengolahan Hasil Perikanan Indonesia The Management Journal of Binaniaga SEIKO : Journal of Management & Business Jurnal Informatika Ekonomi Bisnis Jurnal Abdi Insani Jurnal Abdimas Dedikasi Kesatuan Indo-MathEdu Intellectuals Journal Empowerment Society Journal of Marketing Innovation Dinamika Jurnal Keuangan dan Akuntansi Terapan (KUAT) Jurnal Informatika Ekonomi Bisnis IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita
Fatimah Abdillah
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Dinamika

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PENGARUH CELEBRITY ENDORSER TERHADAP BRAND IMAGE PRODUK PADA IKLAN TEH KEMASAN Nurtiah; Abdillah, Fatimah; Akbar, Muhammad
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol 1 No 2 (2021): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (255.722 KB) | DOI: 10.51903/dinamika.v1i2.54

Abstract

The high demand of food and beverage products make competitors so tight; consequently, companies are encouraged to be more creative in creating a brand association in the minds of consumers. By using celebrity endorsers in promotional activities, the company can form a brand image of its products. The purpose of this study was to determine the extent of the influence of celebrity endorser on brand image in tea product advertisements around Dramaga-Bogor. Data collection used purposive sampling techniques and questionnaire for 100 respondents. The study was tested using a linear regression analysis method through partial t-test by using SPSS 15.0. The results showed that the public perception around Dramaga Bogor District towards celebrity endorser in advertisement was very good, therefore it has a positive effect on brand image of the tea product.
Co-Authors . Ernawati Adi Masliardi Asadatun Abdullah Asyifa , Siti Asyifa, Siti Callista, Christine Dyah Ayu Suryaningrum Erwin Setiawan, Erwin Febrian, Jan Febriyan Febriyan, Febriyan Hartanti Nugrahaningsih Hartati, Bella Heriyana Heriyana Juhari, Ahmad Julien, Gladys Lauwsetia, Chessa Auriel Lestari, Herwiek Diyah LINAWATI HARDJITO Nazara, Desman Serius Nur Faliza Nurtiah Pradana, Egi Adithia Ratih Puspitasari Ristanti, Vivi RR. Ella Evrita Hestiandari Sakti, B. Retno Pratiwi Sarifah Tullah, Dewi Shinta Rahmani Sudradjat Sudradjat Sudradjat Suryani Maryam Susiang1?, Maria Imelda Novita Tullah, Dewi Sarifah Utami, Miranti Pradipta