Pengaruh agnes monica sebagai brand endorser dari provider telekomunikasi tri (3) terhadap keputusan pembelian di kalangan agnes monica fans (nezindaclub)

Prisca, Prisca (2012) Pengaruh agnes monica sebagai brand endorser dari provider telekomunikasi tri (3) terhadap keputusan pembelian di kalangan agnes monica fans (nezindaclub). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penggunaan endorser untuk suatu brand sudah digunakan oleh sebuah perusahaan sejak tahun 1800 an di Amerika Serikat. Kebutuhan seorang endorser dalam mengkomunikasikan suatu brand menjadi sangat penting. Disampaikan suatu perusahaan ke konsumen mengenai brand atau produk. Penggunaan selebriti, mempengaruhi pola perilaku konsumen dan dapat merubah suka atau tidaknya konsumen terhadap sesuatu, terutama seseorang yang menjadi fans dari selebriti yang mengiklankan suatu produk. Dari sekian banyak perusahaan yang menggunakan jasa brand endorser, salah satunya yaitu Provider 3. Provider 3 merupakan perusahaan yang bergerak dalam bidang telekomunikasi di bawah naungan PT. Hutchison CP Telecomunications (HCPT) memilih untuk meng-endors artis Indonesia yang sudah tidak asing lagi yaitu Agnes Monica. Hasil yang didapat dari variabel brand endorser,dimensi ketertarikan dan keahlian adalah setuju, sedangkan untuk kepercayaan hasilnya adalah netral. Untuk Variabel Y hasil yang didapat rata-rata adalah netral kecuali dimensi pengenalan kebutuhan. Kesimpulannya adalah Agnes Monica tidak memiliki pengaruh terhadap keputusan pembelian di kalangan Agnes Monica fans. / Use of endorsers for a brand already used by a company since the 1800's in the United States. Needs of an endorser in communicating a brand becomes very important. Delivered an enterprise to consumers about a brand or product. The use of celebrity, influence consumer behavior patterns and can alter whether consumers like it or against something, especially someone who became fans of the celebrities who advertise a product. Of the many companies who use the services of brand endorser, one of which Provider 3. Provider 3 is a company engaged in telecommunications under the auspices of PT. Hutchison CP Telecommunications (HCPT) choose to endors Indonesian artist who is no stranger is Agnes Monica. The results obtained from the variable brand endorser, dimensions attractivesness and expertise are in agreement, while for trustworthiness dalah neutral outcome. For variable Y results obtained average is neutral except for the dimensions of the introduction of needs. The conclusion is Agnes Monica has no influence on purchasing decisions among Agnes Monica fans.

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