PENGARUH SPORT CELEBRITY ENDORSER DAN BRAND EQUITY PADA KEPUTUSAN PEMBELIAN PRODUK

Tunjungsari, Hetty Karunia and James, James (2014) PENGARUH SPORT CELEBRITY ENDORSER DAN BRAND EQUITY PADA KEPUTUSAN PEMBELIAN PRODUK. Karya Ilmiah Dosen.

[img] Text
2339-5069-1-SM.pdf - Published Version

Download (300kB)

Abstract

This study was conducted to investigate the influence of celebrity endorser (credibility and attractiveness) and brand equity (brand awareness, brand association, perceived quality, and brand loyalty) on consumer’s purchase decision. The survey was conducted on 100 students in Jakarta by using convenience sampling, those who consume a certain brand of isotonic drink while performing sports activities. By using multiple regression analysis, all hypotheses proposed in this study were statistically proven. Therefore, we can conclude that there are significant influences of celebrity endorser and brand equity on consumer’s purchasing decision. The results of this study contribute to the enrichment of celebrity endorsement and brand equity concept in marketing, particularly in Indonesian consumers. Practically, this study can also give suggestion to marketers who want to use celebrity endorser to deliver their message ad more appropriate for the targeted audiences.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 10 Apr 2017 03:54
Last Modified: 10 Apr 2017 03:54
URI: http://repository.untar.ac.id/id/eprint/356

Actions (login required)

View Item View Item