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Renaldo M.L. Tobing
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THE INFLUENCE OF IWAN FALS AS A CELEBRITY ENDORSER ON TOP COFFEE BRAND IMAGE (Study of College Students at Brawijaya University Malang) Renaldo M.L. Tobing
Jurnal Ilmiah Mahasiswa FEB Vol 2, No 1: Semester Ganjil 2013/2014
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

The use of celebrities as part of a marketing strategy is one popular way to support the creation of a brand image (brand image).  Selection of celebrity as brand endorser which one of the strategy to built brand image. This study aims to investigate the influence of Iwan Fals as a celebrity endorser  on TOP Coffee brand image. This type of research in this research is explanatory  research. The data were collected through a questionnaire to college students as consumer TOP Coffee at UB. The sampling technique used was purposive sampling and obtained 150 college students as a sample. To test the hypothesis which is proposed in this study used multiple  regression analysis. The results show  that the dimensions of the variable celebrity endorser :  credibility, attractiveness, expertise, trustworthiness, and match-up product has a significant effect on brand image (Y) with a significance of 0.000 with a coefficient of determination (R2) of 0.446 (44.6 %). While partially, variable credibility, attractiveness, expertise, trustworthiness and product match-up showed a significant effect on brand image. The results of this analysis can be input for the company in terms of marketing strategy, especially TOP Coffee product promotion strategy. Keywords: celebrity endorser, brand image, TOP Coffee
THE INFLUENCE OF IWAN FALS AS A CELEBRITY ENDORSER ON TOP COFFEE BRAND IMAGE (Study of College Students at Brawijaya University Malang) Tobing, Renaldo M.L.
Jurnal Ilmiah Mahasiswa FEB Vol. 2 No. 1
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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

Abstract

The use of celebrities as part of a marketing strategy is one popular way to support the creation of a brand image (brand image).  Selection of celebrity as brand endorser which one of the strategy to built brand image. This study aims to investigate the influence of Iwan Fals as a celebrity endorser  on TOP Coffee brand image. This type of research in this research is explanatory  research. The data were collected through a questionnaire to college students as consumer TOP Coffee at UB. The sampling technique used was purposive sampling and obtained 150 college students as a sample. To test the hypothesis which is proposed in this study used multiple  regression analysis. The results show  that the dimensions of the variable celebrity endorser :  credibility, attractiveness, expertise, trustworthiness, and match-up product has a significant effect on brand image (Y) with a significance of 0.000 with a coefficient of determination (R2) of 0.446 (44.6 %). While partially, variable credibility, attractiveness, expertise, trustworthiness and product match-up showed a significant effect on brand image. The results of this analysis can be input for the company in terms of marketing strategy, especially TOP Coffee product promotion strategy. Keywords: celebrity endorser, brand image, TOP Coffee
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