ANALISIS PENGARUH CELEBRITY ENDORSEMENT TERHADAP BRAND AWARENESS PRODUK ERIGO (Studi Kasus Mahasiswa S1 Universitas Sriwijaya Kampus Palembang)
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Institusion

Universitas Sriwijaya

Author

M. SANGGA BUANA PUTRA WIBOWO (STUDENT ID : 01011381621135)
Zakaria Wahab (LECTURER ID : 0014075702)
Welly Nailis (LECTURER ID : 0010077404)

Subject

HF5801-6182 Advertising 

Datestamp

2020-01-27 07:18:34 

Abstract :
This study aimed to analyze the influence of celebrity endorsement has on the Brand Awareness of S1 students of Sriwijaya University, Palembang campus on product of Erigo. The sampling technique used in this research was non-probability sampling with a purposive sampling method. The data were collected by questionnaire and distributed to 100 respondents. Analysis of the data used is the F test, t test, and multiple linear regression analysis. The results of the F test indicate that the variables that exist in celebrity endorsement simultaneously influence the brand awareness. The results of the t test show that there are two variables that have significant effect on brand awareness, namely celebrity credibility (X1) and power (X3). 

File :
RAMA_61201_01011381621135.pdf
RAMA_61201_01011381621135_TURNITIN.pdf
RAMA_61201_01011381621135_0014075702_0010077404 _01_front_ref.pdf
RAMA_61201_01011381621135_0014075702_0010077404 _02.pdf
RAMA_61201_01011381621135_0014075702_0010077404 _03.pdf
RAMA_61201_01011381621135_0014075702_0010077404 _04.pdf
RAMA_61201_01011381621135_0014075702_0010077404 _05.pdf
RAMA_61201_01011381621135_0014075702_0010077404 _06_ref.pdf
RAMA_61201_01011381621135_0014075702_0010077404 _07_lamp.pdf