ANALISIS PERBANDINGAN PENGARUH ENDORSER TERHADAP SIKAP PADA MEREK SHAMPO SUNSILK DAN SHAMPO PANTENE
Abstract: Two
big player that
PT. Unilever Indonesia
Tbk with the mainstay
Sunsilk product and
PT. Procter &
Gamble that sells Pantene
product stringent to
supply the indonesian needs
of shampoo. One of
that with appearing
of endorser in
advertising to influence positif
attitude of consumer
to shampoo brand.
This study used to
analyzed the comparing
endorser effect influence
towards brand attitude (attitude toward brand) shampoo Sunsilk and
shampoo Pantene in university student of Management of Economic Faculty of State University of
Surabaya with 19-24 years old and 62 respondent for shampoo Sunsilk brand and
62 respondent for shampoo Pantene brand. Data were analyzed with simple linear
regression.The result of research show, there are positif endorser effect
toward brand attitude in both of
shampoo brand whereas
endorser effect toward
brand attitude shampoo Sunsilk
higher than endorser
effect toward brand attitude shampoo Pantene.
Penulis: FATCHUR ROSI, ANIK
LESTARI ANDJARWATI
Kode Jurnal: jpmanajemendd130958
