PENGARUH CELEBRITY ENDOSER TERHADAP NIAT BELI KONSUMEN: STUDI PADA PROSUK STICKER APLIKASI JEJARING SOSIAL LINE

Prasasti, Widi (2014) PENGARUH CELEBRITY ENDOSER TERHADAP NIAT BELI KONSUMEN: STUDI PADA PROSUK STICKER APLIKASI JEJARING SOSIAL LINE. Jurnal Megister Manajemen.

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Abstract

This study aimed to examine the effect of celebrity endorsers towards consumer purchase intentions by using a research model developed by Sonwalkar, Kapse, Pathak (2011) and Vincent P. Magnini, Earl D. Honeycutt, M. Ashey Cross (2008). The variables that are used in this sudy are: arguments, role model, inspiration, images consideration, genuine support, match of image and value, exclusivity, and purchase intention. Promotion conducted by LINE Indonesia with Agnes Monica and Nidji as the celebrity endorser was quite interesting, it is necessery to conduct a study in determining the effect of celebrity endorser. The research conducted by using a distributed survey towards to 230 respondents who use LINE and LINE have seen ads with celebrity endorser and Nidji Agnes. Analysis of the data calculations performed using multiple linear regression with SPSS Statistics tools Version 20. The results suggest that the use of celebrity endorser Agnes Monica has the effect of 21.5 % towards the purchase intention of consumers on the product sticker LINE social networking applications , and there are three variables that affect: arguments , inspiration , images consideration . Nidji has the effect of 22.2 % on the purchase intention of consumers on the product sticker LINE social networking applications , and there are three variables that affect: arguments , image and exclusivity consideration of the purchase intention of consumers on the product sticker LINE social networking applications.

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