Pengaruh Pesan Iklan pada Media Cetak dan Endorser Selebriti terhadap Citra Merek Produk Operator Telepon Seluler GSM Prabayar di Jakarta

Rezqi Fajri Ramadhan
Journal article Jurnal Ilmiah Universitas Bakrie • November 2012 Indonesia

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Abstract

This research was conducted to examine the effects of printed advertising messages on print media and celebrity endorser on brand image of GSM prepaid celluler operator in Jakarta. Primary data used in this research is a result from responses of 200 repondents who are the customers of GSM prepaid celluler operator and are able to recall the advertisments released by the celluler operators in between September 2011 until February 2012. Data were collected through questionnaires, using purposive sampling technique. Simple and multiple linear regression analysis used in the research shows that advertising messages and celebrity endorser have positive and significant effect on brand image of GSM prepaid celluler operator when both variables were examined simultaneously. However when the variables were partially examined, printed advertising messages has positive and significant effect meanwhile celebrity endorser does not have significant effect towards brand image of GSM prepaid celluller operator on printed advertising media.

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Jurnal Ilmiah Universitas Bakrie

Jurnal Ilmiah Universitas Bakrie merupakan jurnal ilmiah yang menyajikan artikel orisinal tentang... see more