DETAIL KOLEKSI

Konsekuensi dari dimensi peer endorser credibility


Oleh : Ajeng Dinanti

Info Katalog

Nomor Panggil : 2017_TA_MJ_022131168

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Fatik Rahayu

Subyek : Peer endorser credibility;Marketing management;Attitude toward advertising

Kata Kunci : peer endorser credibility, brand attitude, trustworthiness, expertise.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2017_TA_MJ_022131168_Halaman-Judul.pdf 1003.72
2. 2017_TA_MJ_022131168_Bab1.pdf 530.85
3. 2017_TA_MJ_022131168_Bab2.pdf 706.62
4. 2017_TA_MJ_022131168_Bab3.pdf 840.19
5. 2017_TA_MJ_022131168_Bab4.pdf 732.88
6. 2017_TA_MJ_022131168_Bab5.pdf 502.8
7. 2017_TA_MJ_022131168_Daftar-Pustaka.pdf 542.35
8. 2017_TA_MJ_022131168_Lampiran.pdf 1632.01

P Penelitian ini bertujuan untuk menganalisis konsekuensi dari peer endorser credibility yang terdiri dari trustworthiness, expertise, similarity dan attractiveness terhadap attitude toward advertising dan dampaknya terhadap brand attitude. Sampel yang digunakan dalam penelitian merupakan individual dan teknik purposive sampling digunakan sebagai metode sampling, dimana penelitian ini terdiri dari 222 orang responden. Jenis penelitian ini adalah penelitian pengujian hipotesis atau hypothesis testing. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling. Hasil penelitian menunjukan bahwa attitude toward advertising terbukti emiliki pengaruh positif terhadap brand attitude. Hasil penelitian juga menunjukan bahwa faktor yang mempengaruhi attitude toward advertising adalah trustworthiness, expertise, similarity dan attractiveness.

T The purpose of this study is to analyze the consequences of peer endorser credibility that consist of trustworthiness, expertise, similarity and attractiveness to attitude toward advertising and the impact of attitude toward advertising on brand attitude. The sample for this study is individual, consist of 222 person and purposive sampling technique was used for sampling method. Hypothesis testing was used for this study, and Structural Equation Modeling was choose for data analysis. The result of the study showed that attitude toward advertising have a positive and significant impact on brand attitude. The result of the study also revealed that trustworthiness, expertise and attractiveness have a positive and significant impact on attitude toward advertising.

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