Pengaruh Celebrity Endorser pada Faktor Afeksi, Faktor
Kognitif, Tingkat Pendapatan, Tendensi Belanja, dan
Nilai Produk dalam Pembelian Impulsif
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Institusion
Universitas Atma Jaya Yogyakarta
Author
NICHOLAS, .
Subject
Manajemen Pemasaran
Datestamp
2015-01-27 09:52:09
Abstract :
This research aims to test the depth of some of the factors that affect the selection of celebrity endorser, namely: credibility, attraction, match of image and value, genuine support and exclusivity on factors affection, cognitive factors, income level, tendency to spend, and worth of product. In addition, this research aims to determine whether the use of celebrity endorser effect on purchase impulsively done. This research was conducted at DIY where the respondents are students enrolled at the University of Atma Jaya Yogyakarta These studies use quantitative methods in which distributed questionnaires to 200 students enrolled in the University of Atma Jaya Yogyakarta. Engineering data retrieval using non-probability sampling methods with convenience, where before filling the questionnaire respondents viewed advertising Fresh Care. Data processing technique using multiple regression. The results of this research indicate that the variables in the form of celebrity endorser's credibility, attraction, match of image and value, genuine support and exclusivity as a whole have a significant influence on the dimensions contained in the variable impulsive purchases. Dimensions contained on the celebrity endorser give significant effects on factor of affection, cognitive factors, income level, and tendency to spend. On the dimension of credibility on a celebrity endorser does not have significant influence in influencing the dimensional worth of product on the purchase of impulsiveness.
This research aims to test the depth of some of the factors that affect the selection of celebrity endorser, namely: credibility, attraction, match of image and value, genuine support and exclusivity on factors affection, cognitive factors, income level, tendency to spend, and worth of product. In addition, this research aims to determine whether the use of celebrity endorser effect on purchase impulsively done. This research was conducted at DIY where the respondents are students enrolled at the University of Atma Jaya Yogyakarta These studies use quantitative methods in which distributed questionnaires to 200 students enrolled in the University of Atma Jaya Yogyakarta. Engineering data retrieval using non-probability sampling methods with convenience, where before filling the questionnaire respondents viewed advertising Fresh Care. Data processing technique using multiple regression. The results of this research indicate that the variables in the form of celebrity endorser's credibility, attraction, match of image and value, genuine support and exclusivity as a whole have a significant influence on the dimensions contained in the variable impulsive purchases. Dimensions contained on the celebrity endorser give significant effects on factor of affection, cognitive factors, income level, and tendency to spend. On the dimension of credibility on a celebrity endorser does not have significant influence in influencing the dimensional worth of product on the purchase of impulsiveness.
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