EKA PRABOWO, INDRA (2015) PENGARUH PENGGUNAAN CELEBRITY ENDOSER DALAM IKLAN TERHADAP MINAT BELI PRODUK MOTOR YAMAHA PADA MAHASISWA DI KABUPATEN SLEMAN, DAERAH ISTIMEWA YOGYAKARTA. Masters thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
The purpose of this study was to determine the effect of attractiveness,
trustworthiness, expertise, respect and similarity variables of celebrity (Jorge
Lorenzo and Valentino Rossi) that were used as endoser individually (partially) on
purchase intention of products in Yamaha motorcycles. In addition, this study also
aimed to determine the effect of variable attractiveness (attractiveness), trust
(trustworthiness), skills (expertise), respect and similarity celebrity (Jorge Lorenzo
and Valentino Rossi) were used as endoser together (simultaneously) to interest in
purchasing products motorcycles Yamaha.
This research includes the study of ex post facto. The population in this
study were all students in the Sleman district of Yogyakarta, which does not have a
motorcycle. The number of samples was 100 respondents. Instrument research used
questionnaires. Methods of data analysis used quantitative analysis with multiple
linear regression.
The results showed that the attractiveness variable, trustworthiness,
expertise, and respect of celebrities endorser (Jorge Lorenzo and Valentino Rossi)
has a significant effect individually (partially) on purchase intention of products in
Yamaha motorcycles. One variable, the similarity does not have a significant effect
individually (partially) on purchase intention of products in Yamaha motorcycles.
Variable of attractiveness, trustworthiness, expertise, respect and similarity of
celebrity endorser (Jorge Lorenzo and Valentino Rossi) have significant effects
together (simultaneously) on purchase intention of products in Yamaha
motorcycles.
Keywords : celebrity endorser, attractiveness, trustworthiness, expertise, respect,
similarity
| Item Type: | Thesis (Masters) |
|---|---|
| Subjek: | H Social Sciences > HE Transportation and Communications |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 28 Oct 2016 01:52 |
| Last Modified: | 28 Oct 2016 01:52 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8122 |
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