Pengruh Celebrity Endorsers (Igor Saykoji) terhadap Minat Beli Konsumen pada Produk IM3 di Lingkungan Universitas Kristen Maranatha Bandung
Daftar Isi:
- In era of gobalisasi these days, communications represent very matter esensial in forming progress and profit company. Company capable to permeate and quickly in answering to information generally that company can stay in industrial market which sale to handle.Volume company determined by is assorted factor, one of them enthusiasm buy product which will on the market a company. With reference to the mentioned, hence this research try for the mengindentifikasikan of variable indication things influencing enthusiasm buy. As for variable the used endorser celebrity covering attractiveness, trustworthiness, and this expertise. Research conducted by using method is non sampling probability by propagating kuesioner to 150 responder where its responder student in University Christian environment of Maranatha Bandung which have advertisement of IM3 stared by Igor Saykoji. Of obtained data is later, then analysed quantitatively by using program of SPSS 12.0. Researcher get influence of endorser celebrity to enthusiasm buy that is around 0.208. This prove endorser celebrity Igor Saykoji owning influence in improving enthusiasm buy. Result of research show most responder answere to agree that advertisement stared by Igor " saykoji" in promoting IM3 in television media have influence at enthusiasm buy.