Pengaruh Penggunaan Customer dalam Iklan Testimonial terhadap Brand Trust pada Online Consumer:(Survey Pengaruh Penggunaan Customer dalam Iklan OLX.co.id terhadap Brand Trust pada Mahasiswa Yogyakarta

Ashief Mutammimul Husna , Lisa Lindawati

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Recently, testimonial as a form of response in the communication process oftentimes used for commercial fields for increasing brand trust. Statements came from experienced consumer become a benchmark to assess the quality of product or brand. Testimonial can be a statement that expressed by either an expert, such as professional, academics, activist or ordinary people. Refer to it; there was many advertising popping out by using testimonial. Expanding of internet have an impact on various sectors, including commercials sector. E-commerce in Indonesia as a form of development internet sector, expanding by the day. OLX Indonesia, being competitive in this field, in a variety of ways of communication through advertising , one ad testimonials coming from consumers. By using testimonial as ads, OLX Indonesia intends to reveal reference about OLX Indonesia as a brand. This study, want to observe the relation that occurs customer as endorser in the testimonial ads. This study resulted that customer as endorser must be consist of source credibility, source attractiveness, and source power which has an influence on brand reliability and brand intention. Keywords: advertisement, testimonial, ordinary, people, endorser, brand, trust, e-commerce

Kata Kunci : iklan