PENGARUH AL GHAZALI SEBAGAI CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP MINAT BELI ULANG (STUDI KASUS KONSUMEN MEREK INDOMIE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA)
Daftar Isi:
- ABSTRACT Adi Ashari, 2013; The Influence of Al Ghazali as Celebrity Endorser dan Brand Image Toward Repurchase Intention(Survey on Brand Indomie Consumers the Students of Economic,State University of Jakarta). Skripsi, Jakarta: Marketing Management Concentration, Management Over the Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purposes of this reserach are: (1) To notice the affect between Celebrity Endorser toward repurchase intention of Indomie. (2) To notice the affect between Brand Image toward repurchase intention of Indomie. (3) To notice the affect between Celebrity Endorser and Brand Image together toward repurchase intention of Indomie. Sampels in this research are students on State University of Jakarta that consume indomie, and they have seen television advertising Al Ghazali as celebrity endorser indomie. The number of sample in this research are 267 respondent. This research uses quantitative method with multiple regression analysis technique, and a data anlysis tools uses SPSS version 21. The results of examine hypotesis shows: (1) there is positif and significantly affect between Celebrity Endorser toward repurchase intention with the significantly value of 0,000 and Thitung 9,328. (2) there is a positif and significantly affect between Brand Image toward repurchase intention with the significantly value of 0,000 and Thitung 7,884. (3) there is a positif and significatly affect between Celebrity Endorser and Brand Image together toward purchase intention with the significantly value of 0,000 and Fhitung 98,562. Keywords: Celebrity Endorser, Brand Image, repurchase intention