ANALISIS PENGARUH ENDORSER IKLAN DI TELEVISI TERHADAP MINAT BELI CITRA HAND & BODY LOTION PT. UNILEVER INDONESIA, TBK. (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA)

SEJATI, SATRIYO and Mahyunar, Mahyunar and Rosa, Aslamia (2009) ANALISIS PENGARUH ENDORSER IKLAN DI TELEVISI TERHADAP MINAT BELI CITRA HAND & BODY LOTION PT. UNILEVER INDONESIA, TBK. (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

The set of problem of this research is how big is the influence of endorser to purchase intention of Citra hand & body lotion of consumer in Economic Faculty Sriwijaya University. The result of this research by using the backward method indicate that from the two variables of endorser, that is attractiveness and trustworthiness, there is only one variable that influence statistically to consumer purchase intention of Citra hand & body lotion, and is trustworthiness with Pearson Correlation 0,252. Whereas attractiveness is insignificant because has Pearson Correlation grade 0,085 and so could not being included in regression model. This research found a new regression formula : Y = 8,140 + 0,168 XI. Company really need to maintain the criteria and requirements on endorser selection process, so they can create and keep the endorser credibility as the good and positive source of massages they can do the marketing action. PT Unilever Indonesia Tbk could do some works to increasing the sales, because endorser has only several percent on consumer purchase intention. And so, the company has to work hard to keep their product quality on their battle with the other product in the same categories that appear nowadays.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Endorser and Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Halim Sobri
Date Deposited:	31 Mar 2021 02:35
Last Modified:	31 Mar 2021 02:35
URI:	http://repository.unsri.ac.id/id/eprint/44552

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