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Rosdiana Sijabat
Universitas Katolik Indonesia Atma Jaya
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Social Sciences Other

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Journal : J-MAS (Jurnal Manajemen dan Sains)

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Pengaruh Celebrity Endorsement dan Brand Image Terhadap Minat Beli Produk Honda Mobil di Jakarta (Survey: Pada Konsumen Honda Mobil di Provinsi DKI Jakarta) Adrian Brodjonegoro; Rosdiana Sijabat
J-MAS (Jurnal Manajemen dan Sains) Vol 7, No 2 (2022): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v7i2.420

Abstract

Promotion is a marketing way to inform, remind, or persuade consumers to influence their opinion or achieve a response. Companies carry out promotional strategies because the company's goals vary so they use several forms of promotion. Currently, there are several types of promotions that can be used, including Celebrity Endorsements and Brand Image. The purpose of this study was to determine the effect of Celebrity Endorsement and Brand Image on consumer buying interest in Honda cars in DKI Jakarta Province. The method in this study uses quantitative research and data analysis using simple linear regression and multiple linear regression analysis. The results obtained are Celebrity Endorsements have a positive effect on Interest in Buying Honda Cars in Jakarta, Brand Image has a positive effect on Interest in Buying Honda Cars in Jakarta and Celebrity Endorsements and Brand Image have a positive effect on Interest in Buying Honda Cars in Jakarta..
Co-Authors Addella Addella Aditya Aditya Adrian Brodjonegoro Agnes Harnadi Agnes Harnadi AGUS PURWANTO Agus Purwanto Agus Purwanto Alrom Trisena Edriasa Amelia, Ditta Ardelany Verameta Bayu Pamungkas Brigita Krista Angelica Cornelius Gratia Chandra Dian Mardiana Dylmoon Hidayat Evo S Hariandja Ferdi Antonio Fitria, Abelina Dini Goeltom, Vasco Adato H. Ika Rahmawati Indra Cahaya Tresna Innocentius Bernarto, Innocentius Irma Listiani Juliana, Siska Kamal, Kevin Katoni, Januar Kevin Kamal Kolopaking, Stephanie Angelica Laksmi M Wijayanti Lidwina Larasati Ayuningtyas Meilani, Yohana F. C. Palupi Monica Sari Kumala Nainggolan, Gresita Stevani Orlando Sinaga Otto Berman Sihite Poltak Sinaga, Poltak Pristiana Widyastuti Pristiana Widyastuti Purba, John Tampil Putri, Tara Adhyatma Putri, Vania Mariska Sabtya Sukma Arwachyntia SB Diah Pudjiastuti Sihite, Otto Berman Sihite, Otto Berna Sinaga Poltak Sudibjo, Niko Tanggor Sihombing Tiffany Valencia Wong Timothy Tedja William Juniko Salim Yerik Afrianto Singgalen Yuliawati Kusumaningrum Yustisia Kristiana Zebua, Alexander