Pengaruh Celebrity Endorser Terhadap Brand Image (Survei Pada Konsumen Kosmetik Wardah Di Counter Wardah Kota Malang)

Nike Cholifah • Suharyono Suharyono • Kadarisman Hidayat

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(Bahasa Indonesia, 8 pages)

Abstract

This research aims to determine and describe the influance of variables in Celebrity Endorser which consist of Trustworthiness, Expertise, Attractiveness, Respect, and Similarity that owned by Wardah's celebrities toward Brand Image of Wardah cosmetics. The type of this research is explanatory research with quantitative approach. The population in this research is the consumer of Wardah cosmetics at Wardah's counter in Matahari Department Store Malang Town Square and Raya Shop Malang whom ever seen Wardah's ads, ever buying and using Wardah cosmetics. The sample in this research are108 respondents chosen with accidental sampling and data collection method using questionnaires. Analysis of data use descriptive analysis and multiple linear regression analysis. The result of multiple linear regression analysis jointly show that variables in Celebrity Endorser which consist of Trustworthiness, Expertise, Attractiveness, Respect, and Similarity have significant influance toward Brand Image. Partially, the five variables in Celebrity Endorser have significant effect on Brand Image. Respect is variable which has a dominant influence with the largest value of the coefficient B 0.527.

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Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more