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All Journal Jurnal Ilmiah Wahana Pendidikan Journal of Education Technology Information Social Sciences and Health
Rd. Nia Kania Kurniawati
Universitas Sultan Ageng Tirtayasa nia_kaneea@yahoo.com
Religion Computer Science & IT Education Neuroscience Nursing Public Health Social Sciences Other

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The Influence of Celebrity Endorsers and the Advertising Message "Born This Way" on the Brand Image of Skin Game in Purchasing Decisions Herdiani, Rabeka; Gumelar, Rangga G; Kurniawati, Rd. Nia Kania; Muldi, Ail
Journal of Education Technology Information Social Sciences and Health Vol 3, No 2 (2024): September 2024
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jetish.v3i2.2233

Abstract

This research is motivated by the presence of social media which makes it easier for users to access it. Including carrying out promotional and marketing activities. Many companies or brands currently continue to use technology in carrying out modern communications, including the Skin game brand. Researchers want to know about the influence of marketing communications in this case, namely looking at the influence of celebrity endorsers and the message in the "Born This Way" advertisement on the Skin Game brand image in influencing purchasing decisions. The purpose of this research is to determine whether or not there is an influence of celebrity endorsers on the advertising activities that have been carried out. The research method used in this research based on the characteristics of the main research problem is a quantitative method with a sample of 178. The data research method is by questionnaire. All instruments have met the requirements as measurement requirements, because they have been tested so that they have met the requirements for validity testing using product correlation and reliability using Cronbach's alpha, and have passed the prerequisite tests. Data analysis uses the T-test, F-test, and the percentage of influence uses the R Square Adjuster coefficient of determination. The research results show that the significance value of X1 and X2 is 0.000 0.05. So it can be concluded that there is a direct significant influence of X1 and X2 on Y. Then the significance value of X2 is 0.059 0.05. So it can be concluded that there is no direct significant influence of X2 on Z and the significance value of Y is 0.000 0.05. So it can be concluded that there is a significant influence of Y on Z. Based on the analysis of the influence of X1 and X2 through Y on Z, the value of the indirect influence is greater than the value of the direct influence. These results indicate that indirectly X2 through Y has a significant influence on Z.
Pengaruh Tagline Aje Kendor Yang Disampaikan Oleh Unsur Pimpinan Melalui Saluran Primer Terhadap Perilaku Kerja Pegawai Aparatur Sipil Negara Di Pemerintah Kota Serang Sunjaya, Sunjaya; Kurniawati, Rd. Nia Kania; Muldi, Ail
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 22 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14592176

Abstract

The purpose of this research is to determine and analyze the simultaneous direct influence of the Aje Kendor tagline message, message source and message channel) on the work behavior of state civil servants in the Serang City Government This research used quantitative methods with a sample size of 76 respondents. In this research, it was studied using multiple regression analysis. Regression analysis is a method or technique for analyzing research hypotheses to test whether there is a relationship between the independent variable and the dependent variable, to support the strengthening of hypothesis testing analysis, researchers use SPSS version 24 statistical calculations in the form of Correlation Coefficient Test, Determination Coefficient Test and Regression Equation Test so that actions and solutions can be identified. The results of the regression analysis research obtained significant values ​​of, x¹ 0.063, x² 0.080 > 0.05 and x³, 0.032 < 0.05 and the results of the partial regression test (t test) obtained t test values ​​calculated at x¹ 1.885, x² 1.776 < t table 1.992 means there is no influence and x³, -2.191 > 1.992 is greater than t table. This means there is a positive influence on the work behavior of State Civil Service employees in the Serang City Government.
Co-Authors Gumelar, Rangga G Herdiani, Rabeka Muldi, Ail Sunjaya Sunjaya