Efektivitas Bondan Winarno dan Ririn Marinka sebagai brand endorser Tepung Bumbu Sasa terhadap image ahli tepung bumbu penyedap makanan = The effectivity Bondan Winarno and Ririn Marinka as brand endorsers Tepung Bumbu Sasa towards experts image of Sasa a
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Institusion
Universitas Pelita Harapan
Author
Sugianto, Mario
Subject
HM(1)-1281 Sociology
Datestamp
2019-12-18 06:44:44
Abstract :
The competitive environmental atmosphere in wheat-flour industry demanded many companies to do something in an innovative promotion and advertising in order to increase the company’s income by creating the advertising that involve endorsers in conveying the messages to be product made company to customers could be known and used by costumers. In this case, brand endorser involving Rinrin Marinka and Bondan Winarno convey the wheat-flour Sasa used by PT Sasa Inti expected could giving the image and positive perception that the product advertised is high quality as good as conveyed by endorser as specialist. The data collecting was done by distributing questionnaires to respondents are women settled in Kelapa Gading Jakarta. The data analyzed by using the validity and reliability analysis for 30 respondents as the pre-test. After that, the distributing of questionnaires for 100 respondents and then analyzed by using correlation analysis. The research result shows that brand endorser using Rinrin Marinka and Bondan Winarno assumed having the high affectivity in advertising communication of wheat-flour Sasa.
The competitive environmental atmosphere in wheat-flour industry demanded many companies to do something in an innovative promotion and advertising in order to increase the company’s income by creating the advertising that involve endorsers in conveying the messages to be product made company to customers could be known and used by costumers. In this case, brand endorser involving Rinrin Marinka and Bondan Winarno convey the wheat-flour Sasa used by PT Sasa Inti expected could giving the image and positive perception that the product advertised is high quality as good as conveyed by endorser as specialist. The data collecting was done by distributing questionnaires to respondents are women settled in Kelapa Gading Jakarta. The data analyzed by using the validity and reliability analysis for 30 respondents as the pre-test. After that, the distributing of questionnaires for 100 respondents and then analyzed by using correlation analysis. The research result shows that brand endorser using Rinrin Marinka and Bondan Winarno assumed having the high affectivity in advertising communication of wheat-flour Sasa.
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