Muhammad Yudha Satriyawan, . (2024) PENGARUH CELEBERITY ENDORSER TERHADAP ATTITUDE TOWARD ADVERTISEMENT DAN PURCHASE INTENNTION PADA PRODUK KOPI GILUS MIX. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research analyzes purchase intentions after responding to advertisements shown. The aim of the research is to examine the influence of Celebrity Endorser on Purchase Intention through attitude toward advertisement. This research is quantitative by distributing questionnaires via Googleform to respondents who have never purchased Gilus Mix coffee products and have seen advertisements for Gilus Mix coffee starring Raffi Ahmad. Taking a minimum sample size of 90 respondents and using the Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) alternative with the Smart-PLS 4.0 program. The results of data analysis show that attitudes towards advertising have a significant influence on purchase intentions. Apart from that, trustworthiness, expertise and attractiveness also play an important role in forming a positive attitude towards advertising. Although trust does not directly influence purchase intentions, its presence influences attitudes toward advertising. In increasing purchase intent, strategies that focus on improving attitudes towards advertising can be the key to success, by reinforcing key attributes such as trust, expertise and attractiveness in advertising campaigns. This research provides important insights for marketers to optimize advertising strategies to achieve desired sales goals.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2010121017] [Pembimbing 1: Maria Bernadette Nani Ariani] [Pembimbing 2: Desmintari] [Penguji 1: Alfatih S. Manggabarani] [Penguji 2: Miguna Astuti] |
| Uncontrolled Keywords: | Celebrity Endorser, Purchase Intention and attitude toward advertisement |
| Subjects: | H Social Sciences > HB Economic Theory L Education > L Education (General) Z Bibliography. Library Science. Information Resources > ZA Information resources |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | MUHAMMAD YUDHA SATRIYAWAN |
| Date Deposited: | 10 Sep 2024 08:59 |
| Last Modified: | 10 Sep 2024 08:59 |
| URI: | http://repository.upnvj.ac.id/id/eprint/30298 |
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