ANALISIS PENGARUH CELEBRITY ENDORSER'S CRITERIA TERHADAP BRAND IMAGE PADA PRODUK CLEAR COMPLETE SOFT CARE DI SURABAYA
Abstract
At the present, many large companies are trying to grab their market share
lead to increasing competition in every industry, especially toiletries industry. In
Indonesia alone there are three major companies that compete to gain a substantial
market share among its PT.Unilever Inc., P & G, and Wings Group. Increasing
competition in the more the strategies adopted to make the public and the
company's Indonesian consumers interested in their products and choose those
products compared with products from other competitors. The company has
always tried to instill a better image to customers and communities in cooperation
with one of its celebrities and athletes to promote their products. Selection of a
good celebrity endorser will affect the brand image of a product which in turn
leads to the desire to buy the product.
This study aimed to analyze the celebrity endorser's criteria affect the
brand image of the product shampoo Clear Complete Soft Care in Surabaya. The
samples used in this research that people who live in Surabaya with a minimum
age of 17 years which have seen the ad shampoo Clear Complete Soft Care with
celebrity endorsers or consumer Agnes Clear Complete Soft Care shampoo with
samples taken as many as 100 respondents. processing and analyzing the data in
this study is by using linear regression analysis with SPSS 16.0 software as
software for data processing.
In the model used in this research illustrates that the variable of brand
image is influenced by variables celebrity credibility, celebrity likeability,
attractiveness and celebrity celebrity meaningfulness. Based on the calculation of
the regression coefficients obtained by the celebrity meaningfulness variable has a
positive and has a greater impact than a celebrity credibility, celebrity likeability
and attractiveness of the celebrity brand image variables.
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