PENGARUH CELEBRITY ENDORSER DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA PRODUK SOSIS SO NICE (Survei pada Modern Market Store Carrefour Buaran Plaza)
Daftar Isi:
- ABSTRACT Gesit Mardikobudi. The Influence Of Celebrity Endorser And Brand Image Toward Consumer Purchase Intention Of Sosis So Nice. Skripsi, Jakarta: Marketing Management Concentration, Management Over the Study Program, Department of Management, Faculty of Economics, State University of Jakarta.2015. The purposes of this reserach are: 1) to know determine the description of the celebrity endorser, brand image and Purchase Intention. 2) test the influence of celebrity endorser toward purchase intention of sosis So Nice. 3) test the influence of brand image toward purchase intention of sosis So Nice. 4) test the influence of celebrity endorser and brand image toward together purchase intention of sosis So Nice. Sampels in this research is visitors carrefour buaran plaza who had seen advertising sosis so nice. The number of sample in this research are 200 respondent. This research uses descriptive and explanatory research with multiple regression analysis technique, and a data anlysis tools uses SPSS version 22. The results of examine hypotesis shows: 1) there is significant influence from celebrity endorser to purchase intention with the significantly value of 0,000 and R square 29,9%. 2) there is significant influence from brand image to purchase intention with the significantly value of 0,000 and R square 17%. 3) there is significant influence from celebrity endorser and brand image to purchase intention with the significantly value of 0,000, Fhitung 67,569 and Adjusted R square 40,1%. Keywords: Celebity Endorser, Brand Image, Purchase Intention