ANALISIS PENGARUH CELEBRITY ENDORSER INDY BARENDS DAN RAFFI AHMAD TERHADAP CITRA MEREK BAKMI MEWAH DI PALEMBANG

Fabrin, Dea Sesilia (2017) ANALISIS PENGARUH CELEBRITY ENDORSER INDY BARENDS DAN RAFFI AHMAD TERHADAP CITRA MEREK BAKMI MEWAH DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

Products can be better known to the public through promotional activities one of which is doing advertising. In the advertising activities of the celebrity endorser factor can not be separated from advertising activities. Celebrity endorser becomes one of the important consideration due to its ability in forming brand image through its dimensions of visibility, credibility, attraction and power. The purpose of this study is to analyze the influence of Indy Barends dan Raffi Ahmad as a celebrity endorser consisting of visibility, credibility, attraction and power to the brand image of Bakmi Mewah in Palembang. The population in this study is the people in the city of Palembang who have seen various promotions of Bakmi mewah either advertising, headlines or other. Data collection techniques in this study using questionnaires distributed to 100 respondents by using purposive sampling. The results in this study Indycate Indy Barends and Raffi Ahmad as a celebrity endorser significantly and positively affect on brand image of Bakmi Mewah in Palembang Keyword: Celebrity endorser, visibility, credibility, attraction, power and brand image

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