Analisis Kredibilitas Celebrity Endorser Dan Daya Tarik Iklan Terhadap Brand Awareness
Abstract
Penelitian ini bertujuan untuk menganalisis kredibilitas celebrity endorser dan daya tarik iklan terhadap brand awareness. Metode penelitian yang digunakan oleh penulis dalam penelitian ini menggunakan purposive sampling yang merupakan bagian dari teknik nonprobability sampling, yakni mahasiswa Universitas Muhammadiyah Sukabumi yang pernah melihat iklan Oppo sejumlah 100 orang. Teknik analisis yang digunakan penulis adalah menggunakan teknik analisis regresi linear berganda, koefisien kolerasi ganda, dan koefisien determinasi dan untuk pengujian hipotesis penulis menggunakan uji statistik secara parsial (uji t). Hasil penelitian menyatakan Celebrity Endorser berpengaruh positif secara parsial terhadap Brand Awareness pada Smartphone OPPO di Sukabumi. Daya Tarik Iklan berpengaruh positif secara parsial terhadap Brand Awareness pada Smartphone OPPO di Sukabumi.
Downloads
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
.png)
