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All Journal Diponegoro Journal of Management Al-Adalah: Jurnal Hukum dan Politik Islam Jurnal Kajian Pendidikan IPA COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat TRANSPUBLIKA INTERNATIONAL RESEARCH IN EXACT SCIENCES (TIRES) Jurnal Ilmiah Pendidikan dan Keislaman Jurnal Pendidikan dan Sains Sangia Nibandera Law Research (SNLR)
Yeni Haerani, Yeni
Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Religion Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Other

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Journal : Diponegoro Journal of Management

 1 
PENGARUH EFEKTIVITAS IKLAN TERHADAP CITRA MEREK SERTA DAMPAKNYA PADA MINAT BELI SAMPO PANTENE (Studi pada Mahasiswi Fakultas Ekonomika dan Bisnis Universitas Diponegoro) Haerani, Yeni; Mudiantono, Mudiantono
Diponegoro Journal of Management Volume 4, Nomor 2, Tahun 2015
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Pantene is a famous brand shampoo of   PT. Protect Gamble. Pantene is the market leader of category shampoo during the past four years. However, Pantene shampoo decreased brand value, which means a decline in the performance of the brand. It is characterized by the decrease TOM Brand, TOM Advertising and Brand Share. Pantene as a market leader need to be careful because it can lower the buying interest Pantene shampoo.This study aims to determine the effect of the effectiveness of advertising on brand image as well as its impact on buying interest Pantene shampoo. This study uses five variables: the celebrity endorser, the appeal of advertising, advertising effectiveness, brand image and purchase interest. Research hypothesis testing using the data of 200 respondents.The analysis technique used in this research is Structural Equation Model (SEM) of 21.0 AMOS program.Research shows that in order to increase interest in buying Pantene shampoo can through 4 process. However, the most influential of the increased interest in buying shampoo Pantene is the appeal of advertising that influence the effectiveness of advertising as a determinant of success in increasing buying interest.
Co-Authors Adha, Nurul Aditya, Femas Amalia, Ismi Awal Sakti, La ode Faisal Herisetiawan Jafar Handayani, Wulan Sari Hanifah Eka , Hanifah Eka Haniyah, Putri Nur Hermawan Hermawan Hidayat , Rahmad Irabiah, Irabiah Lisma Lisma, Lisma Mahrani, Mahrani Mudiantono Mudiantono Ningsih, Siti Nurastia Nuraisyah, Rina Rachmawati, Rizqi Nur Ramdani, Resa Mohamad Rizkiyah, Fitri Rosnida Rosnida, Rosnida S, Hartati Sakti, La Ode Awal sari, Patma Saudi, Saudi Wijaya, Devi Intan