PENGARUH VISIBILITY, CREDIBILITY, ATTRACTION, DAN POWER CELEBRITY ENDORSER TERHADAP BRAND IMAGE PRODUK SHAMPO PANTENE DI PALEMBANG

., Sevilla (2017) PENGARUH VISIBILITY, CREDIBILITY, ATTRACTION, DAN POWER CELEBRITY ENDORSER TERHADAP BRAND IMAGE PRODUK SHAMPO PANTENE DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to analyze the Influence of Visibility, Credibility, Attractiveness, and Power Celebrity Endorser the brand image of Pantene shampoo product in Palembang. The population in this study are all consumers who buy Pantene shampoo product in Palembang.The sample used is 100 respondents using non probability sampling method. Data analysis technique used in this research is validity test, reliability test, classical assumption test, multiple linear regression analysis, t test, f test, and coefficient of determination, with the help of SPSS 17.0 program. The results showed that the variables of Visibility, Attraction, and Power positively and significantly influence the brand image of Pantene shampoo product. In this study there is also visibility variable that is negative and significant to brand image. Other than that, the results of this study also proved the existence of Credibility variables that are negative and not significant to the brand image. Keywords:Visibility, Credibility, Attraction, Power , and Brand Image.

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