The effectivity of Cristiano Ronaldo as the celebrity endorser of nike in the campaign believe: that bicycle kick = Efektivitas Cristiano Ronaldo sebagai celebrity endorser nike di kampanye believe: that bicycle kick

Zhihao, Lai (2019) The effectivity of Cristiano Ronaldo as the celebrity endorser of nike in the campaign believe: that bicycle kick = Efektivitas Cristiano Ronaldo sebagai celebrity endorser nike di kampanye believe: that bicycle kick. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (407kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (595kB) | Preview
Preview	Text (Chapter1) CHAPTER I.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) CHAPTER II.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) CHAPTER III.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter4) CHAPTER IV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter5) CHAPTER V.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter6) CHAPTER VI.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (429kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (625kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

In this world, where every company have to compete creatively in order to win the market, the innovative marketing communication strategy to attract as many consumers as possible have to be determined. One of the most current marketing communication strategies that is recently very popular is celebrity endorsement. Celebrity endorser is usually someone who is familiar to the community because it is believed that consumers tend to buy products that are recommended by famous people because of the assumption that the product is more reliable and trustworthy. As a company who have applied celebrity endorsement as one of their marketing strategy list, Nike, Inc. collaborated with many famous athletes in order to promote its brand as well as the products. In this study, the celebrity endorser that is focused is Cristiano Ronaldo. This study discuss about the effectivity of Cristiano Ronaldo as the celebrity endorser of Nike in the campaign Believe, specifically “That Bicycle Kick” version. This study concludes that the overall effectiveness of Cristiano Ronaldo as a celebrity endorser tends to be high, which means Cristiano Ronaldo is considered as effective to be the celebrity endorser of Nike in the eyes of the public. / Di era ini, dimana semua perusahaan harus berkompetisi secara kreatif untuk memenangkan pangsa pasar, strategi komunikasi pemasaran yang inovatif yang dapat menarik konsumen sebanyak mungkin harus dirancang. Salah satu strategi komunikasi pemasaran terkini yang saat ini sedang sangat populer adalah celebrity endorsement. Celebrity endorser biasanya merupakan seseorang yang akrab di mata masyarakat. Hal ini karena konsumen cenderung membeli produk yang direkomendasikan oleh orang terkenal dengan asumsi bahwa produk tersebut dapat diandalkan dan dipercaya. Sebagai perusahaan yang telah menerapkan celebrity endorsement sebagai salah satu dari daftar strategi pemasaran mereka, Nike, Inc. berkolaborasi dengan banyak atlet ternama untuk mempromosikan merk dan produk mereka. Dalam penelitian ini, celebrity endorser yang akan difokus adalah Cristiano Ronaldo. Penelitian ini membahas tentang efektivitas Cristiano Ronaldo sebagai celebrity endorser Nike di kampanye Believe, khususnya versi “That Bicycle Kick”. Penelitian ini menyimpulkan bahwa efektivitas Cristiano Ronaldo sebagai celebrity endorser secara kesuluruhan tergolong tinggi. Hal ini berarti Cristiano Ronaldo dianggap efektif untuk menjadi celebrity endorser Nike di mata publik.

Actions (login required)

View Item