| dc.contributor.author | Santoso, Christopher | |
| dc.date.accessioned | 2023-01-18T01:28:00Z | |
| dc.date.available | 2023-01-18T01:28:00Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/5681 | |
| dc.description | The purpose of this research is to analyze the effect of celebrity endorser oncustomers’ attitude toward brand, and the effect of customers' attitude towardbrand on consumers’ purchase intention in food product advertisement. Thisresearch uses descriptive quantitative research method by using nonprobabilitysampling technique. Data collection in this research is done using questionnairesin the form of google form and are distributed to 385 respondents who are activeusers of Instagram social media in Indonesia, with the age range of 18 years to 34years old who have ever seen food advertisement that is delivered by a celebrityendorser in Instagram. This research uses Likert scale instrument with scale 1 to 4,and data is analyzed using Partial Least Square (PLS) with SmartPLS software.The results of this research indicate that the variables of trustworthiness,attractiveness, familiarity and match-up congruence have positive and significanteffect on customers' attitude toward brand, while the variablesof expertise,similarity, and liking do not have positive and significant effect on customers'attitude toward brand. The customers' attitude toward brand variable also haspositive and significant effect on purchase intention. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk menganalisa pengaruhcelebrity endorserterhadap perilakukonsumen terhadap merek, serta pengaruhcustomers’ attitudetoward brandterhadap minat beli konsumen pada iklan produk makanan. Penelitianini menggunakan metode penelitian kuantitatif deskriptif dengan menggunakantekniknonprobability sampling. Pengumpulan data pada penelitian ini dilakukanmenggunakan kuesioner dalam bentuk google form dan disebarkan kepada 385responden pengguna aktif media sosial Instagram di Indonesia, dengan rentang usia18 tahun hingga 34 tahun yang pernah melihat iklan makanan yang dibawakan olehseorangcelebrity endorserdi Instagram. Penelitian ini menggunakan instrumenskala likert dengan skala 1 sampai 4, dan data dianalisis menggunakanPartial LeastSquare(PLS) dengan software SmartPLS. Hasil penelitian ini menunjukkan bahwavariabeltrustworthiness, attractiveness, familiaritydanmatch-up congruencememiliki pengaruh positif dan signifikan terhadapcustomers’ attitude towardbrand, sedangkan variabelexpertise, similarity,danlikingtidak memiliki pengaruhpositifdan signifikan terhadapcustomers’ attitude toward brand. Variabelcustomers’ attitude toward brandjuga memiliki pengaruh positif dan signifikanterhadappurchase intention | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | UNIVERSITAS CIPUTRA SURABAYA | en_US |
| dc.subject | Celebrity Endorsement | en_US |
| dc.subject | Purchase Intention | en_US |
| dc.subject | Customers' Attitude Toward Brand | en_US |
| dc.subject | Instagram Advertisement | en_US |
| dc.title | PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION DENGAN CUSTOMERS’ ATTITUDE TOWARD BRAND SEBAGAI PEMEDIASI PADA IKLAN PRODUK MAKANAN | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 20120207 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117122 | |
| dc.identifier.dosenpembimbing | Dewi Mustikasari Immanuel | |
