“PENGARUH ANGGUN CIPTA SASMI SEBAGAI CELEBRITY ENDORSER DALAM IKLAN DI TELEVISI TERHADAP BRAND IMAGE SAMPO PANTENE“

SINAGA, LOLA M.Y and Widad, Ahmad and Eka, Dian (2015) “PENGARUH ANGGUN CIPTA SASMI SEBAGAI CELEBRITY ENDORSER DALAM IKLAN DI TELEVISI TERHADAP BRAND IMAGE SAMPO PANTENE“. Undergraduate thesis, University of Sriwijaya.

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Abstract

This research is intended to reveal how much Anggun C Sasmi as a celebrity endorser of Pentene Shampo on television commercial influence students’ brand image. There are five variables used in this research which are trustworthiness , expertise , attractiveness , respect , and similarity. trustworthiness , expertise, and similarity affect students’ brand image significantly, while attractiveness and respect are not significantly inluence. All independent variables influence students’ brand image simultanously while trustworthiness has dominant effect. The authors suggest to the further researcher to add other variables.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	celebrity endorser, trustworthiness, expertise, attractiveness, respect, similirity, brand image
Subjects:	H Social Sciences > HB Economic Theory > HB522-715 Income. Factor shares
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mrs. Elly Suryani
Date Deposited:	12 Dec 2019 04:34
Last Modified:	12 Dec 2019 04:34
URI:	http://repository.unsri.ac.id/id/eprint/21500

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