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.

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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

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