ANALISIS PENGARUH DAYA TARIK IKLAN DAN KEKUATAN CELEBRITY ENDORSER TERHADAP BRAND AWARENESS DAN DAMPAKNYA TERHADAP BRAND ATTITUDE HANDPHONE NOKIA
Abstract: Nokia mobile phone
as one of the products in Indonesia at first to be a market leader mobile
product. Increasing number of mobile products that appear in Indonesia makes
the level of competition in mobile products is high, making the level of
product sales decreased Nokia. The problem in this research are : advertising
effect to brand awareness Nokia mobile
phone, the power of celebrity endorser effect to brand awareness Nokia mobile
phone, brand awareness has effect brand attitude Nokia mobile phone
This research involves 100 college student as its respondent using
accidental sampling method. Analyzes it with double-regression linear analysis
(t-test and f-test) by SPSS software.
The result of regression test shows that advertising has no positive
effect to brand awareness, the power of celebrity endorser has positive effect
to brand awareness. Brand awareness has no positive effect to brand attitude.
The result of F-test show that advertising, the power of celebrity endorser
together has positive effect to brand awareness
Penulis: Septiyo Aji Nugroho,
Mudiantono
Kode Jurnal: jpmanajemendd131126
