The Influence of Celebrity on Axe Advertisement to Customers Attitude and Purchace Intention
ROYHAN ADITAMA FAKHRUL REZA, Sahid Susilo Nugroho, Dr., M.Sc.
Today, with tight competition to be the best in market, marketer needs to have good strategy, especially in advertising, brand, and both of them will impact to the purchase intention. Wrong or careless in action will result to the downfall of company. Mehta (1994) stated the affectivity of advertisement can be measured using Advertising Response Modeling (ARM) in which consumer's attitude in responding an advertisement takes steps as attention, comprehensiveness, attitude toward ads, attitude toward brand, and purchase intention.
This research aims at examining the impact of two different advertisements, first is non star model advertisement and second is star model advertisement. And then to show how both advertisements can influence attitude toward brand and purchase intention. This research is conducted in Semarang and closed questionnaire is used to gain the data. One hundred and eighty respondents are needed to answer the questionnaire.
The data is analyzed by using single linear regression analysis. The result of the study indicates that: (1) Attitude toward brand has positive impact to the purchase intention. (2) Attitude toward Advertisement has positive impact to the purchase intention. (3) Attitude toward Advertisement has positive impact to the attitude toward brand.
Kata Kunci : AXE, Attitude toward Advertisement, Attitude Toward Brand, Purchase Intention, Advertising Response Model (ARM)
