ANALISIS PENGARUH CELEBRITY ENDORSEMENT TERHADAP BRAND AWARENESS PRODUK ERIGO (Studi Kasus Mahasiswa S1 Universitas Sriwijaya Kampus Palembang)

WIBOWO, M. SANGGA BUANA PUTRA and Wahab, Zakaria and Nailis, Welly (2019) ANALISIS PENGARUH CELEBRITY ENDORSEMENT TERHADAP BRAND AWARENESS PRODUK ERIGO (Studi Kasus Mahasiswa S1 Universitas Sriwijaya Kampus Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aimed to analyze the influence of celebrity endorsement has on the Brand Awareness of S1 students of Sriwijaya University, Palembang campus on product of Erigo. The sampling technique used in this research was non-probability sampling with a purposive sampling method. The data were collected by questionnaire and distributed to 100 respondents. Analysis of the data used is the F test, t test, and multiple linear regression analysis. The results of the F test indicate that the variables that exist in celebrity endorsement simultaneously influence the brand awareness. The results of the t test show that there are two variables that have significant effect on brand awareness, namely celebrity credibility (X1) and power (X3).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kesadaran Merek, Celebrity Endorsement
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 4212 not found.
Date Deposited:	27 Jan 2020 07:18
Last Modified:	27 Jan 2020 07:18
URI:	http://repository.unsri.ac.id/id/eprint/25750

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