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Nurtiah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH CELEBRITY ENDORSER TERHADAP BRAND IMAGE PRODUK PADA IKLAN TEH KEMASAN Nurtiah; Abdillah, Fatimah; Akbar, Muhammad
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol 1 No 2 (2021): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (255.722 KB) | DOI: 10.51903/dinamika.v1i2.54

Abstract

The high demand of food and beverage products make competitors so tight; consequently, companies are encouraged to be more creative in creating a brand association in the minds of consumers. By using celebrity endorsers in promotional activities, the company can form a brand image of its products. The purpose of this study was to determine the extent of the influence of celebrity endorser on brand image in tea product advertisements around Dramaga-Bogor. Data collection used purposive sampling techniques and questionnaire for 100 respondents. The study was tested using a linear regression analysis method through partial t-test by using SPSS 15.0. The results showed that the public perception around Dramaga Bogor District towards celebrity endorser in advertisement was very good, therefore it has a positive effect on brand image of the tea product.
Co-Authors Fatimah Abdillah RR. Ella Evrita Hestiandari