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All Journal Candi Speed - Indonesian Journal on Computer Science Media Ekonomi
Tri Yunianto
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Media Ekonomi

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Analisis Perbandingan Penggunaan Celebrity Endorser Dan Typical-Person Endorser Iklan Televisi Dan Pengaruhnya Terhadap Brand Image Produk Shampo Clear Tri Yunianto; Arini Hidayah
Media Ekonomi Media Ekonomi : Vol 14 No 1 Januari 2014
Publisher : Lembaga Publikasi Ilmiah dan Penerbitan (LPIP)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (239.166 KB) | DOI: 10.30595/medek.v14i1.1303

Abstract

This study aims to determine the effects difference and typical celebrity endorser endorser in the ad-person sampho Clear and determine the effect of typical celebrity endorser-person and endorser of the brand image of products sampho Clear. This study is a survey with a population of m students Muhammadiyah University of Navan user and Clear shampoo sample of 97 respondents. Data analysis using independent sample t test analysis, multiple linear regression analysis with t test and F test. The results showed that there are differences in usage and the typical endorser Celebrity endorsers in advertising-person sampho Clear. Based on t test results obtained for 2.976 t count bigger than t table 1.653. celebrity endorser significant effect on brand image Clear shampoo brand. Value of 6.041 t count bigger than t table 1.987. typical-person endorser significant effect on brand image Clear shampoo brand. Value of 3.417 t count bigger than t table 1.987. Keywords: Celebrity endorsers, Typical-Person endorser, Brand Image
Co-Authors Arini Hidayah Bambang Eka Purnama Djono Djono Handoko, Galuh Septian Indah Uly Wardati Leo Agung, Leo Wardani, Hany Tyas