Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi
Aida Nursati
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence Of Celebrity Endorser Donna Agnesia On Buavita’s Television Advertising Towards Consumer Perceptions in Pekanbaru Siti Nurbaya; Jushermi '; Aida Nursati
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 1, No 2 (2014): wisuda oktober 2014
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this research was to determine the influence of using celebrity endorser Donna Agnesia on Buavita’s television advertising towards consumer perceptions in Pekanbaru. The population in this research are all consumer of Buavita products in Pekanbaru. The number of samples conducted by using Hair et al with 108 people respondents using purposive random sampling technique. Data analysis methodused is descriptive and quantitative methods using multiple linear regression analysis by SPSS version 18.0. From the results of simultaneous testing (F test), indicating that all independent variables studied, namely credibility, attractiveness and suitability of the celebrity endorser Donna Agnesia jointly have a very strong and significant influence towards consumer perceptions of Buavita products in Pekanbaru. Partial regression test (t test) indicates that the attractiveness variables have a dominant influence towards consumer perceptions of Buavita products in Pekanbaru.Keywords: Celebrity endorser, credibility, attractiveness, suitability, consumer perception
Co-Authors Jushermi ' Siti Nurbaya