Pengaruh atribut celebrity endorsers terhadap brand awareness melalui iklan TV Luwak White Koffie = the influence of attribute celebrity endorsers towards brand awareness through TV commercial Luwak White Koffie.

Alexander, Francesisca (2016) Pengaruh atribut celebrity endorsers terhadap brand awareness melalui iklan TV Luwak White Koffie = the influence of attribute celebrity endorsers towards brand awareness through TV commercial Luwak White Koffie. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Iklan adalah salah satu bentuk pemasaran yang sering sekali digunakan oleh perusahaan sebuah produk atau jasa. Dengan menggunakan iklan, produk atau jasa akan lebih mudah diketahui oleh masyarakat. Berbagai cara yang kreatif digunakan dalam beriklan. Salah satunya adalah penggunaan Celebrity Endorsers yang kerap dipercaya dapat berpengaruh terhadap Brand Awareness bahkan sampai kepada keputusan pembelian. Penelitian terhadap 187 responden yaitu Generasi Y khususnya para mahasiswa yang berdomisili di wilayah JABODETABEK-BANDUNG. Metode penelitian yang digunakan ialah kuantitatif dengan metode survei dalam bentuk kuesioner. Sebelum dijadikan bahan penelitian, kuesioner terlebih dahulu diuji validitas dan reliabilitasnya. Hasil yang diperoleh adalah sebanyak 26 pertanyaan dan reliabel untuk menjadi bahan penelitian. Variabel independen ialah Trustworthiness (X1), Expertise (X2), Attractiveness (X3), Respect (X4), Simmilarity (X5) dan variabel dependen Brand Awareness (Y). Hasil penelitian menunjukan bahwa Trustworthiness, Respect dan Simmilarity berpengaruh secara signifikan terhadap Brand Awareness. Expertise dan Attractiveness tidak mempunyai pengaruh signifikan terhadap Brand Awareness. Hal tersebut dikarenakan beberapa faktor penilaian dari masyarakat terhadap Lee Min Ho, sehingga mempengaruhi Brand Awareness dari masyarakat./ Advertising is one of marketing model which often used by a company products or services. Using Advertising, products or services can be more easily known by the society. Many creative ways used in advertise. One of them used celebrity endorsers which often believed that can influence brand awareness until purchase decision. This research collected from 187 respondents which is generation Y especially university students who lives in the JABODETABEK-BANDUNG. The methodology in this research uses quantitative approach with the survey in the form a questionnaire. Before doing this research, the questionnaire already tested by validity and reability test. The results is 26 questions and its reliable to be in this reserach. Independent variable in this research are Truthworthiness (X1), Expertise (X2), Attractiveness (X3), Respect (X4), Simmiliarity (X5) and for the dependent variable is Brand Awareness (Y). The research results shows that the truthworthiness, respect and simmiliarity have significant influence towards brand awareness. Expertise and attractiveness have no significant influence towards brand awareness. It was because several factors assessment of the respoondent towards Lee Min Ho, so it affect brand awareness of society.

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