Analisis Pengaruh Karakteristik Bintang Iklan Kuku Bima Energi pada Sikap Mahasiswa Fakultas Ekonomi UGM

Putra, Muhamad Hendra Dwi , Prof. Dr. Basu Swastha Dharmmesta., M. B. A

2007 | Skripsi | S1 Management

The research objectives to analyse the influence of celebrity endorser toward consumers attitude and to analyse consumers attitude toward Kuku Bima Energy ads "Lelaki Pemberani" version. To testing the first hypotesis in this research is using simple regresion analysis, simple regresion analysis technique in this research is using to measure the relationship attitude toward ad between credibility endorser at Kuku Bima Energy ads "Lelaki Pemberani" version. Analytical tools which use to testing second hypotesis is mean test or on the average. With this test researcher can know respondent attitude toward that ad, where is favourable-unfavourable, positive-negative, like or dislike, and good or bad that ads.The result presented in this study that credibility endorser have positive and significant influence to consumers attitude toward ad. Beside that consumers also have positive attitude toward Kuku Bima Energy ads "Lelaki Pemberani" version. Keyword: advertising, celebrity endorser, credibility celebrity endorser.

Kata Kunci : advertising, celebrity endorser, credibility celebrity endorser, Iklan, Promosi, Pemasaran