PENGARUH ATRIBUT CELEBRITY ENDORSER TERHADAP BRAND PERSONALITY

Hendra, Kevin Alvian (2018) PENGARUH ATRIBUT CELEBRITY ENDORSER TERHADAP BRAND PERSONALITY. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to know influence atribute of celebrity endorser toward brand personality. The population in this study are people who know Chelsea Islan and Tokopedia advertisement that shows Chelsea Islan as the endorsement. Samples for this study are people who meet the criteria that have been determined. Samples were determined based on purposive sampling method of 100 respondents. This research have fulfilled the requirements of validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test and multiple regression analysis and F test, t test, and then coefficient detemination (R²). The result of this research shows that there are positive and significant relationship between trustworthiness, expertise, attractiveness, and similarity toward brand personality. While the respect variable show that there are negative and significant relationship toward brand personality. Keywords: trustworthiness, expertise, attractiveness, respect, similarity, brand personality.

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