| dc.description.abstract | Along with the times, consumption patterns at this time is come to change . It can be seen from the tendency of society , who prefer products that are easy to use. Therefore , this study will focus on one of the instant coffee product that is being developed at this time that Top Coffee . Top Coffee is a product of a new competitor in the share of Indonesian coffee produced by PT Tirta Alam Segar . Launched Wings Food , the fast moving consumer goods company PT Harum Alam Segar ( a subsidiary of Wings Food ) . This study restricts Iwan Fals as the main endorser of the Top Coffee to be studied from the beginning to the end of the study . Iwan Fals is a figure of music community leaders who have high ideals toward Indonesia and has produced many masterpieces of music that is remembered .
The sample used in this study is the consumer of the Top Coffee with age range 17-60 years , living in Surabaya , have seen the ads from Top Coffee and buy Top Coffee products in the last 1 month . This study using 100 respondents . For processing and analyzing the data, this study is using Structural Equation Modeling ( SEM ) with AMOS 16.0 as the software to process the data. The analysis showed that the attractiveness of Celebrity Endorsement and advertising have a positive influence on buying interest .
The empirical findings indicate that the two independent variables, Celebrity Endorsement and appeal of advertising , both of which have significant influence on consumer buying interest because it has a regression coefficient above 0.200. | en_US |
