PENGARUH PEMAKAIAN ENDORSER DALAM IKLAN TELEVISI MELALUI KEPRIBADIAN MEREK DAN IMPLIKASINYA TERHADAP CITRA MEREK PEMBALUT WANITA CHARM (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Diponegoro Semarang)
| Main Authors: | ANGGRAENI , Maya Nurmalita, SUTOPO , Sutopo |
|---|---|
| Format: | Thesis NonPeerReviewed application/pdf |
| Terbitan: |
, 2011
|
| Subjects: | |
| Online Access: |
http://eprints.undip.ac.id/29484/1/Skripsi007.pdf http://eprints.undip.ac.id/29484/ |
Daftar Isi:
- This study was conducted to examine the effect of attractiveness and trustworthiness of the brand personality to improve brand image in the sanitary napkin brand Charm. The sample of this research is a student of Faculty of Economics, University of Diponegoro, some 108 students. Statistical Process Social Science (SPSS), is used to analyze the data. The analysis showed that the attractiveness and trustworthiness positive influence on brand personality to enhance brand image. The empirical findings indicate that attractiveness has a positive effect on brand personality with the regression value of 0.499; trustworthiness positive influence on brand personality with the regression value of 0.206; brand personality has a positive effect on brand image with a regression value of 0.491.