Perbedaan Persepsi Risiko Konsumen antara Iklan dengan Menggunakan Celebrity Endorser dan Expert Endorser

SOliha, Euis, Naila Zulfa, S.E, M.A

2007 | Tesis | S2 Management

The purpose of the research is to test the difference in consumer risk perception between celebrity and expert endorser in advertisement. The researcher propose two hypothesis, the first one is H1, there is a difference in consumer risk perception between an expert endorser and a celebrity endorser in college"s advertisement. The second one is H2, there is a difference in consumer risk perception between an expert endorser and a celebrity endorser in college"s advertisement moderated by the consumer product knowledge. To answer those hypothesis the researcher employed Experimental Design Research by applying Statistical Experimental-Completely Randomized Design as the research design. This is the design in which there are two or more than two groups treated with full color print ads. The participants of this research are 200 students of the twelfth grade of SMA 7 Semarang. To test the first hypothesis (H1) the researcher divided the participants into 3 groups (group 1: the participants with expert endorser, group 2: with celebrity endorser, and group 3: with non endorser). To test the second hypothesis (H2), the researcher divided each group into two subgroup each with high and low consumer product knowledge. The researcher used One Way Anova to test of hypothesis 1 and Two Ways Anova to test of hypothesis 2. The result of the research shows that consumers perceived a lower risk with expert endorser than celebrity endorser in advertisement. The researcher also found that consumers perceived lower risk with celebrity endorser rather than non celebrity endorser in college"s advertisement. The researcher found that there is no difference in consumer perceived risk regarding the advertisement with expert and celebrity endorser in advertisement which is moderated by consumer product knowledge. Keywords: celebrity endorser, expert endorser, consumer risk perception, consumer product knowledge

Kata Kunci : celebrity endorser, expert endorser, consumer risk perception, consumer product knowledge, Iklan, pemasaran, Sikap Konsumen