PENGARUH PESAN DAN PENGGUNAAN ENDORSER PADA IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN MINUMAN YOU C 1000 VITAMIN DI SURABAYA SELATAN
Abstract: In 2011, PDB has increased by 6.5 %, and in
the first quarter of 2012, PDB has increased by 6.3 % ( BPS 2012 ). It occurs a
change in spending from Indonesian consumer for
FMCG products (Fast Moving Of Consumer Goods). According to the Nielsen
research, it shows that the household spending for health category has increased
since the year of 2009. This applies also to the purchase of the healthy drink
products. PT. Djojonegoro C-1000 is one of the healthy drink companies with a
brand You C 1000. The promotion strategies, especially the right television
commercial have a big influence on the actions of consumers to purchase the
drinks You C 1000 Vitamin.This research aims to
discuss the influence of advertising
messages and the characteristics of celebrity as the endorser of television
commercial towards the decision purchase of You C 1000 Vitamin in South
Surabaya. Data were analyzed by multiple
linier regression. The result showed that the
message and celebrity endorser
give contribution of influenced on purchase decision.
Penulis: R.A. AZIZAH ‘AMILATUL
F, MONIKA TIARAWATI
Kode Jurnal: jpmanajemendd130971
