PENGARUH PENGGUNAAN CELEBRITY ENDORSER IRFAN BACHDIM DAN EVENT SPONSORSHIP TERHADAP CITRA MEREK MINUMAN ISOTONIK POCARI SWEAT
Abstract: The competition in
health drink industry that more competitive demanding the producer to be more
creative to make innovation product or
to be more
creative in determining
appropriate marketing communication
strategy to increase the awareness of product or brand, and strengthened
the brand image.
This study used
to analyzed and discuss
the influence of
Irfan Bachdim using
as celebrity endorser
and event sponsorship on
brand image of
pocari sweat isotonic
drink. This research focused
on young consumers
as visitors or
athletes in Koni Jatim
Swimmingpool by the
number of 130
respondents. The data analyzed
using multiple linear
regression. Result show
that the two hypothesis is
proven. The coefficient
of determination is
0,530 which means the influence
of celebrity endorser and event sponsorship of the brand image
is 53%, while
the remaining 47%
influenced by other variabels outside the study. Then the
other hypothesis received entirely in this study.
Penulis: HELENA HERMAWATI
PRAYUANA, ANIK LESTARI ANDJARWATI
Kode Jurnal: jpmanajemendd130955
