ANALISIS PENGARUH DAYA TARIK IKLAN DAN SELEBRITI ENDORSER PADA PROMO AdaAQUA TERHADAP MINAT BELI AMDK MEREK AQUA DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Mahasiswa S1 di Jawa Tengah dan DIY)

ANGGI, Venny Faradika and SOESANTO , Harry (2016) ANALISIS PENGARUH DAYA TARIK IKLAN DAN SELEBRITI ENDORSER PADA PROMO AdaAQUA TERHADAP MINAT BELI AMDK MEREK AQUA DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Mahasiswa S1 di Jawa Tengah dan DIY). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This study aimed to analyze the influence of advertising appeal and celebrity endorser in the AdaAQUA promotion to purchase intention of AQUA using brand image as mediator. Simple random sampling method is used for this research. Samples were collected from 153 respondents who watch AdaAQUA promo's ads on TV. Multiple regression analysis is used for this study. The results showed that the advertising appeal has positive and significant effect to brand image, celebrity endorser has positive effect to brand image, advertising appeal has positive to purchase intention, celebrity endorser and brand image have positive and significant effect on purchase intention.

Item Type:Thesis (Undergraduate)
Additional Information:advertising appeal, celebrity endorser, brand image, purchase intention.
Uncontrolled Keywords:advertising appeal, celebrity endorser, brand image, purchase intention.
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:49539
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:27 Jul 2016 09:28
Last Modified:27 Jul 2016 09:28

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