Analisis Pengaruh Brand Endorser pada Intention to The Brand yang dimediasi oleh Attitude to The Brand

HAPSARI, UTERINA TRI (2016) Analisis Pengaruh Brand Endorser pada Intention to The Brand yang dimediasi oleh Attitude to The Brand. Other thesis, Universitas Sebelas Maret .

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    Abstract

    This study aimed to examine the effect of endorser credibility of the intention to buy the brand which mediated by the attitude toward brand for yogurt milk consumers who already seen cimory advertising with JKT48 as a celebrities endorser. The sampling technique using purposing sampling method by involving 250 respondents. Testing the validity, reliability, and normality are done by using application Statistical Package for the Social Science (SPSS). Analysis for this study is using Baron and Kenny method. Mediation measurements is using Sobel test. Endorser credibility consists of three dimensions, which are attractiveness, expertise, and trustworthiness. Intention to buy the brand consists of three indicators. While attitude toward brand consists of six indicators. This research shows, endorser credibility affect the attitude toward brand, attitude toward brand affect the intention to buy the brand, endorser credibility affect the intention to buy the brand, and attitude toward brand which mediate the influence of endorser credibility toward intention to buy the brand. There are two limitations in this study. First, only used celebrity endorser variable, so can not compare two variables such as non-celebrity endorser variable. Second, the observed object in this study is cimory yogurt milk as a popular yogurt drink product for teenager. If applied in a different context, the precision is required for observing external factors that appear. Key words : Endorser Credibility, Intention to buy the brand, Attitude toward brand

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi
    Fakultas Ekonomi > Manajemen
    Depositing User: sholikun ikun
    Date Deposited: 09 May 2016 11:24
    Last Modified: 09 May 2016 11:24
    URI: https://eprints.uns.ac.id/id/eprint/25781

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