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.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Visibility ; Credibility ; Attraction ; Power ; Brand Image.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Chatarinedesi Kurniawati
Date Deposited: 27 Oct 2022 07:17
Last Modified: 27 Oct 2022 07:17
URI: https://eprints.ukmc.ac.id/id/eprint/9139

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