Neysa, Neysa (2013) PENGARUH CELEBRITY ENDORSER TERHADAP BRAND IMAGE PADA KONSUMEN PRODUK L’OREAL PARIS DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
This study was conducted to investigate the Impact of Celebrity Endorsement on Brand Image. Celebrity Endorsement were measured through the credibility, attractiveness, expertise, trustworthiness, celebrity match-up product, and the personality of celebrity. The population is consumers who see the advertisement of L’Oreal Paris on television and already used this product for several years. The Sampling frame for this research was limited to students of Tarumanagara University. The non-probabilistic purposive sampling methods used in this research. The methods of data collection conducted by distributing questionnaires to 250 respondents. The findings of this research showed that the credibility, attractiveness, expertise, trustworthiness, celebrity match-up product, and the personality of celebrity endorser have a positive influence in the formation of brand image.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 21 May 2021 02:27 |
| Last Modified: | 23 May 2023 07:41 |
| URI: | http://repository.untar.ac.id/id/eprint/29216 |
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