Pengaruh penggunaan Endorser Selebriti Pada Iklan Terhadap Sikap dan Niat Beli (Iklan Produk Minuman The Hijau Siap Saji Frestea Green my Body)

WINARSIH (Pembimbing: Sahid Susilo Nugroho, Dr., M.Sc.), Sahid Susilo Nugroho, Dr., M.Sc.

2010 | Skripsi | S1 Extention - Management

Berdasarkan Mehta (1994) menyebutkan bahwa keefektifan iklan dapat diukur dengan menggunakan Advertising Response Modelling (ARM) dimana sikap konsumen dalam merespon iklan melalui tahapan perhatian (attention), pemahaman (comprehension), sikap terhadap iklan (attitude to word ads), sikap terhadap merek (attitude toward brand), dan niat membeli (purchase intention).

Penelitian ini bertujuan untuk menguji pengaruh popularitas selebriti (iklan minuman Frestea Green My Body) dalam mempengaruhi sikap dan niat membeli konsumen. Penelitian ini dilakukan di Yogyakarta. Kuesioner tertutup untuk memperoleh data primer yang dibutuhkan. Sebanyak seratus lima puluh responden yang menyaksikan iklan minuman Frestea Green My Body.

Data analisis dengan menggunakan analisis regresi linear berganda. Hasil dari penelitian ini mengidikasikan bahwa: (1) Sikap terhadap iklan berpengaruh positif terhadap sikap terhadap merek. (2) Sikap terhadap iklan dan sikap terhadap merek secara bersama-sama berpengaruh positif terhadap niat membeli..

Mehta (1994) stated that the affectivity of advertisement can be measured using Advertising Response Modeling (ARM) in which consumers attitude in responding an advertisement takes steps as attention, comprehension, attitude toward ads, attitude toward brand and purchase intention.

The research aim at examining impact of celebrity popularity (at advertisement of Frestea Green My Body) in influencing attitude and purchase intention. This research study was held in Yogyakarta. Closed questioner is used to get the primary data needed. A hundred and fivety respondent which saw Frestea Green My Body ads.

The data analyzed by using multiple linear regression analysis. Result of this study indicate that: (1) attitude toward ads positively affecting on attitude toward brand. (2) attitude toward ads and attitude toward brand positively affecting on purchase intention toward Frestea Green My Body product.

Kata Kunci : purchase intention, attitude to ward ads, attitude to ward brand, Advertising Response Modelling (ARM), niat membeli, sikap terhadap iklan, sikap terhadap merek