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Pengaruh kredibilitas perusahaan (corporate credibility) dan bintang iklan (endorsercredibility) terhadap sikap dan keinginan konsumen untuk membeli (purchase intention), studi kasus : Ilkan Tolak Angin Sido Muncul dengan brand endoser Agnes Monica
In this thesis, researcher analyses corporate credibility and endorser credibility, also the effect to the attitude toward advertising, attitude toward brand and purchase intention. At the beginning, exploratory research was used to define the problem research deeply, and then researcher used the conclusive (descriptive) research to gain quantitative data. Researcher used Descriptive Analysis and Structural Equation Model (SEM) as a methodology with software SPSS 17 and Lisrel 8.8 student version. This research finds that corporate credibility do not influence attitude toward advertising, attitude toward brand and also purchase intention. On the other side, endorser credibility influence attitude toward advertising. Attitude toward brand is the only variable that influence purchase intention. PT Sido Muncul has to maintain their strong brand because the only factor that influences consumer intention to purchase Tolak Angin is their brand. The strategy that classifies endorser based on age segmentation has been proven to be a right strategy, so it is better for PT Sido Muncul to continue their strategy.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 7044 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Progran Studi Departemen Ilmu Manajemen Fakultas Ekonomi Universitas Indonesia 2010 |
|---|---|
| Edisi | - |
| Subjek | Advertising Consumer attitudes Purchase intention Corporate credibility Endoser credibility |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xix, 168 p., 7 p. : il. ; 30 cm & lamp |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |