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All Journal KOMUNITAS Jurnal Komunitas (Komunikasi Tiada Batas)
Ester Retnaningtyas, Ester
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Education Languange, Linguistic, Communication & Media Social Sciences

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DAYA TARIK ENDORSERNOAH TERHADAP BRAND IMAGEIKLAN KARTU XL Retnaningtyas, Ester; Hastasari, Chatia; Pratiwi, Dyah Retno
KOMUNITAS Vol 3, No 1 (2014): Jurnal Komunitas Vol.3 No.1 2013-2014
Publisher : KOMUNITAS

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Abstract

Nowadays,  almost  all  of  television  commercialsuseartistsasendorser.  The  endorser  is  selected based  on  its attraction.  They  has a duty inintroducing the  brand  of  a product. XL is one of the advertisement which use artist as an endorser. XL uses NOAH as an endorser because NOAH is considered having capability in creating brand image XL. The success in building the brand image is also determined by consumer perceptions of endorser who became icon is in the advertisement. Therefore, this research focus on analysis of is there any influence of NOAH attraction to brand image  of  XL  advertisement  among  Sahid  Surakarta  University  student  class  2011. The populations  of this  study is allof students inclass 2011  at  Sahid  Surakarta  University.  The  total number of student is 295. Where as, the sampling techniques was used a simple random sampling (the taking of sample from population was randomly  without regard to the existing strata in the population). This research used respondence’s questionnaire as the primary data. Meanwhile, in analizing  influence  of  NOAH  attraction  to  brand  image  of  XL  advertisement  among  Sahid Surakarta  University  student  class  2011  was  use  Rank-Order  Correlation.  The  Results  of  this studyshows that results Spearmens coefficient Rho=0.426 and p-value of 0.000. Thus,p-value less than  0.05  it  means that  there is significant influence of NOAH  attraction to  brand image  of XL advertisement among Sahid Surakarta University student class 2011.
DAYA TARIK ENDORSER NOAH TERHADAP BRAND IMAGE IKLAN KARTU XL: Studi Kuantitatif tentang Pengaruh Daya Tarik NOAH terhadap Brand Image Iklan Kartu XL di kalangan Mahasiswa Angkatan 2011 Universitas Sahid Surakarta Retnaningtyas, Ester; Hastasari, Chatia; Pratiwi, Dyah Retno
JURNAL KOMUNITAS Vol. 3 No. 2 (2014): Jurnal Komunitas
Publisher : Prodi Ilmu Komunikasi Universitas Sahid Surakarta

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Abstract

Nowadays, almost all of television commercialsuseartistsasendorser. The endorser is selected based on its attraction. They has a duty inintroducing the brand of a product. XL is one of the advertisement which use artist as an endorser. XL uses NOAH as an endorser because NOAH is considered having capability in creating brand image XL. The success in building the brand image is also determined by consumer perceptions of endorser who became icon is in the advertisement. Therefore, this research focus on analysis of is there any influence of NOAH attraction to brand image of XL advertisement among Sahid Surakarta University student class 2011.. The populations of this study is allof students inclass 2011 at Sahid Surakarta University. The total number of student is 295. Where as, the sampling techniques was used a simple random sampling (the taking of sample from population was randomly without regard to the existing strata in the population). This research used respondence’s questionnaire as the primary data. Meanwhile, in analizing influence of NOAH attraction to brand image of XL advertisement among Sahid Surakarta University student class 2011 was use Rank-Order Correlation. The Results of this studyshows that results Spearmen's coefficient Rho=0.426 and p-value of 0.000. Thus,p-value less than 0.05 it means that there is significant influence of NOAH attraction to brand image of XL advertisement among Sahid Surakarta University student class 2011.
Co-Authors Chatia Hastasari Dyah Retno Pratiwi, Dyah Retno