Analisis Perbedaan Faktor Kredibilitas, Minat Beli, dan Kelas Produk Menggunakan Celebrity dan Non-Celebrity Endorsers pada Iklan Media Cetak
Daftar Isi:
- Advertising as a marketing communication tools need to consider of credibility factor, buy interest, product class, advertising media, also endorser that consist of celebrity and non-celebrity endorsers. Therefore the objective of this research is to know the differentiation of each element of credibility. (attractiveness, trustworthiness, expertise). This research is using a form media advertising with different product classes. That is Yamaha Motorcycle Advertisement which is actored by Komeng (celebrity endorser) and man model (non-celebrity endorser) also GSM XL card advertisement by Luna Maya (celebrity endorser) and woman model (noncelebrity endorser). This research instrument is adopted from Menon & Rogers (1998). Analysis method which is used are different test of two averages with using SPSS version 15.00. The result of this research showed that the product class differentiation give the different result for credibility, buy interest, also endorsers which are used.