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

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