DETAIL KOLEKSI

Pengaruh negative celebrity information terhadap brand image


Oleh : Rona Rahmi

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2011

Pembimbing 1 : Asep Hermawan

Subyek : Product management;corporate image.

Kata Kunci : celebrities, celebrities endorsement, negative celebrity, product endorsement, negative publicity, i


File Repositori
No. Nama File Ukuran (KB) Status
1. 2011_TA_MJ_022070369_7.pdf 506.64
2. 2011_TA_MJ_022070369_6.pdf 450
3. 2011_TA_MJ_022070369_5.pdf 453.41
4. 2011_TA_MJ_022070369_4.pdf 480.48
5. 2011_TA_MJ_022070369_3.pdf 556.11
6. 2011_TA_MJ_022070369_2.pdf 438.27
7. 2011_TA_MJ_022070369_1.pdf 435.72

P Penelitian ini bertujuan menguji Pengaruh Negative Celebrity Information terhadap Brand Image dengan menggunakan tiga dimensi source of credibility model sebagai indikatornya. Variabel yang digunakan antara lain Attractiveness, Trustworthiness, Expertise, dan Brand Image. Penelitian ini menggunakan metode probability sampling dengan teknik Purposive Sampling dimana 115 mahasiswa FE Trisakti dijadikan sebagai sampel. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) melalui program AMOS. Berdasarkan hasil penelitian diketahui bahwa menurut mahasiswa FE Triskati, variabel expertise selebriti berpengaruh terhadap brand image ketika endorser Lux yaitu selebriti LM terlibat pemberitaan negatif, sedangkan variabel lain yakni attractiveness dan trustworthiness tidak memiliki pengaruh apapun terhadap brand image. Sehingga dapat diperoleh suatu kesimpulan bahwa terdapat pengaruh Negative Celebrity Information terhadap Brand Image.

T The purpose of this paper is to test empirically the effect of Negative Information about a celebrity spokesperson on consumer's perceptions ofthe endorsed brand by using three dimensional source of credibility model as indicators. Variables used in this research include, Attractiveness, Trustworthiness, Expertise, and Brand Image. This research using probability sampling methods with purposive sampling techniques which are 115 students of FE Trisakti University as the samples. Structural Equation Model (SEM) was used as data analysis tools in this research via AMOS program. The results of research indicate that when respondents, which is student FE of Trisakti University, are exposed to negative information about a celebrity endorser, expertise variable of celebrity effect toward brand image, Lux. Meanwhile, other variables which are attractiveness and trustworthiness do not have any effect. That can be obtained a conclusion that there are significant effect of Negative Celebrity Information toward Brand Image.

Bagaimana Anda menilai Koleksi ini ?