PENGARUH PENGGUNAAN CELEBRITY ENDOSER DALAM IKLAN TERHADAP MINAT BELI PRODUK MOTOR YAMAHA PADA MAHASISWA DI KABUPATEN SLEMAN, DAERAH ISTIMEWA YOGYAKARTA

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.

[img]
Preview
Text
Abstrak - Indra Eka P.pdf

Download (97kB) | Preview

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)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: 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

Actions (login required)

View Item View Item