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Journal : Journal Competency of Business

Pengaruh Celebrity Endorsement Terhadap Minat Beli Melalui Brand Image (Studi Pada Mahasiswa Kota Tegal) Eko Prasojo
Journal Competency of Business Vol 3 No 1 (2019): Journal Competency of Business
Publisher : Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (802.565 KB) | DOI: 10.47200/jcob.v3i1.667

Abstract

Famous celebrities are a huge consideration for being a communicator in an advertisement, commonly referred to as endorser celebrity. Celebrities who are on the rise or popular are believed to be more able to influence someone to take certain actions in accordance with the initial purpose. Advertising is one of the strategies undertaken by companies to communicate products and introduce a brand. This form of communication can be done in a variety of ways, one of which is the advertisement used by Luwak White Koffie's products, in which the ad uses Celebrity Endorsement which aims to attract the attention of potential consumers when they see it. Celebrity Endorsement can have an impact on the world of advertising, depending on the personality and popularity of the celebrity. The purpose of this study is to determine the credibility of Celebrity Endorsement on Brand Image, to know the Celebrity Endorsement Expertise on Brand Image, to determine the Attractiveness of Celebrity Endorsement towards Brand Image, to find out the trustworthiness of Celebrity Endorsement towards Brand Image, to determine the Celebrity Endorsement power Brand Image and to find out the Brand Image of Buying Interest. The results showed that there was a positive and significant influence between credibility, expertise, attractiveness, trust, power (strength) on brand image of Luwak White Koffie consumers and there was a positive and significant effect between brand image on consumer buying interest of Luwak White Koffie products in the City Tegal.
PENGARUH KEPERCAYAAN DAN KEPUASAN ANGGOTA TERHADAP LOYALITAS ANGGOTA KSPPS Kuncoro, Kuncoro; Prasojo, Eko
Journal Competency of Business Vol. 7 No. 1 (2023): Journal Competency of Business
Publisher : Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47200/jcob.v7i01.2020

Abstract

This study aims to determine the effect of trust and member satisfaction on member loyalty of KSPPS Tamzis Bina Utama, Godean Branch, Yogyakarta. The population used in this study were all members of Tamzis Bina Utama, Godean Branch, with a sample of 150 respondents. The sampling technique used convenience sampling technique. Data collection techniques using observation and a list of questions. The data analysis method used is validity and reliability test, classic assumption test, multiple regression analysis, hypothesis testing. The results of this study indicate that trust and satisfaction simultaneously have a positive and significant effect on the loyalty variable.