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All Journal KELOLA ADVANCE Jurisprudence
muhammad khoiruman
STIE AUB Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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PENGARUH TUKUL ARWANA SEBAGAI CELEBRITY ENDORSER TERHADAP BRAND AWARENESS MASYARAKAT (STUDI KASUS IKLAN XL VERSI TUKUL ARWANA) muhammad khoiruman
KELOLA Vol 2, No 3 (2015): September
Publisher : STIE AUB Surakarta

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Considerations to be made by marketers in selecting endoser a product other products form the basis of this study. This study aims to determine the effect attributes (performance) endorser of the brand awareness Tukul Arwana in advertising XL. This research is a survey with a sample of the overall amount to 120 respondents. The sampling technique used was purposive sampling. Data collection instruments such as questionnaires and analysis tools used multiple linear regression. Based on the results of this study concluded that there was a significant relationship between dimensions Credibility Celebrity, Celebrity and Celebrity Suitability Attractivenes simultaneously to Brand awareness of society who view the ads of XK in Tukul Arwana version. Celebrity dimensil Credibility has the greatest influence on the brand awareness of society. Keywords: Credibility Celebrity, Celebrity and Celebrity Attractivenes Suitability and Brand awareness
PENGARUH GREEN PRODUCT, GREEN PRICE, DAN GREEN ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK ESSENTIAL OIL DI RUMAH ATSIRI INDONESIA Muhammad Khoiruman; Stanislaus Dejan Alexandro Purba
KELOLA Vol 7, No 1 (2020): July
Publisher : STIE AUB Surakarta

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AbstrakTujuan dari penelitian ini untuk mengetahui Pengaruh Green Product, Green Price, dan Green Advertising Terhadap Keputusan Pembelian Produk Essential Oil di Rumah Atsiri Indonesia. Penelitian ini menggunakan metode kuisioner terhadap 100 responden konsumen di Rumah Atsiri Indonesia yang di peroleh dengan metode purposive sampling. Penelitian ini menggunakan metode kuantitatif. Berdasarkan hasil olah data menunjukan bahwa uji validitas dan uji reliabilitas terhadap seluruh pertanyaan yang ada terbukti valid dan reliabel. Hasil uji asumsi klasik menunjukan bahwa penelitian ini terdistribusi normal serta tidak terjadi adanya multikolinieritas dan heteroskedatisitas. Hasil dari persamaan regresi linier berganda dan uji t menunjukan bahwa variabel Green Advertising tidak berpengaruh signifikan, sedangkan variabel Green Product dan Green Price berpengaruh signifikan terhadap Keputusan Pembelian. Hasil uji f menunjukan bahwa variabel Green Advertising, Green Price, dan Green Advertising secara simultan berpengaruh signifikan terhadap keputusan pembelian. Sedangkan berdasarkaan berdasarkan hasil uji koefisien determinasi nilai adjusted r square (Adjust R²) adalah sebesar 0,541.Kata Kunci : Green Product, Green Product, Green Advertising dan Keputusan Pembelian
Co-Authors Stanislaus Dejan Alexandro Purba