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All Journal CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Nur Aviva
Jurusan Managemen / Universitas Surabaya
Education

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STUDI EKSPERIMENTAL PENGARUH CELEBRITY ENDORSER TERHADAP BRAND RECALL MELALUI MODERASI BRAND FAMILARITY Nur Aviva
CALYPTRA Vol. 5 No. 2 (2017): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Publisher : Perpustakaan Universitas Surabaya

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Abstract

Abstrak - Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh celebrity endorser terhadap brand recall melalui brand familiarity di Surabaya. Pengolahan data menggunakan regresi logistik, tabulasi silang chi-square dan independent sampel t-test dengan SPSS 18.0 software for Windows. Hasil Penelitian ini menunjukkan adanya pengaruh celebrity endorserterhadap brand recall. Sedangkan adanya peran moderasi brand familiarity tidak terbukti. Kata kunci: Endorser, Celebrity Endorser, Brand Recall, Brand Familiarity. Abstract -The result of this study show the influence celebrity endorser on brand recall. While brand familiarity moderating celebrity endorser on brand recall in Surabaya rejected. This study aims to know and analysis the influence of celebrity endorser on brand recall with brand familiarity moderating in Surabaya.This research using logistic regression, chi-square crosstabs, and independent sample ttest with SPSS 18.0. Sampling techniques used in this research is experiment. Keywords: Endorser, Celebrity Endorser, Brand Recall, Brand Familiarity
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