Pengaruh atribut celebrity endorser "Dian Sastro" dalam iklan sampo L'Oreal terhadap tanggapan komunitas Duta Garden Mania

Siska, Cyntia (2013) Pengaruh atribut celebrity endorser "Dian Sastro" dalam iklan sampo L'Oreal terhadap tanggapan komunitas Duta Garden Mania. Bachelor thesis, Universitas Pelita Harapan.

[img] Text (Title)
Title.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (3MB)
[img] Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (368kB)
[img] Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (427kB)
[img] Text (Chapter1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (404kB)
[img] Text (Chapter2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (413kB)
[img] Text (Chapter3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (530kB)
[img] Text (Chapter4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (432kB)
[img] Text (Chapter5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (555kB)
[img] Text (Chapter6)
Chapter6.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (368kB)
[img] Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (993kB)
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (443kB)
[img] Text (Publication Agreement)
Publication-Agreement.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (717kB)

Abstract

L’oreal shampoo is one of the popular beauty companies in Paris founded 0n 1907. L’oreal shampoo comes from Paris and entered the first time in Indonesia in 1979. L’oreal Shampoo products developed four basic concepts, namely high quality, design beautiful, as well as the benefits of diversity. To win the competition and differentiate their products with other competing products at the same level, then the company is put through promotional activities by advertising. L’oreal shampoo advertising using Dian Sastro as endorser for their products. This study investigates whether there is influence of the use of celebrity endorsers on consumer response. Theories and concepts used in this study is the concept of the celebrity endorser attributes representing the advertising and the resulting response. The method used in this research is quantitative research methods with explanatory research approach, using purposive sampling data with the number of respondents as many as 80 people. The respondents are Duta Garden Mania community. Sources of primary data obtained directly based on answers to questionnaires filled out by respondents. The test results attribute variables celebrity endorser (X) with the community response variable (Y) using a simple regressive, found a rate of 0.934. So it can be concluded that the results showed there is influence between celebrity endorser attributes with community response Duta Garden Mania

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Siska, CyntiaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTarigan, Rose EmmariaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Attributes, Community Response
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Meliza Faomasi Laoli
Date Deposited: 28 Feb 2019 08:49
Last Modified: 18 Dec 2019 04:52
URI: http://repository.uph.edu/id/eprint/2522

Actions (login required)

View Item View Item