Abstract
Perceptions of the product can be built the company by providing information on the product, and the best way in the delivery of information is the promotion. One way of promotion of the most rising concern of many companies in introducing their products is through advertising. The purpose of this study was to determine the influence of celebrity endorsers, brand association, brand personalities and characteristics of the product to the intention of purchase. Sample selection methods by using a simple random sampling. Data obtained through questionnaires of 125 respondents in West Jakarta as a sample of researchers. Analyses were performed using multiple regression analysis. The results showed that of the four independent variables, celebrity endorser, brand association, brand personality and product characteristics significantly influence purchase intention simultaneously, while celebrity endorser does not significantly affect the intense partial purchase.
Highlights
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The results showed that of the four independent variables, celebrity endorser, brand association, brand personality and product characteristics significantly influence purchase intention simultaneously, while celebrity endorser does not significantly affect the intense partial purchase
Priluck (2000) "Co-Branding: Brand Equity and Trial Effects”, Journal of Consumer Marketing, (7): 591-604
Summary
Terence Shimp (2003) menggolongkan dua atribut dalam memfasilitasi efektivitas komunikasi selebriti endorser. Shimp (2003) Menyatakan bahwa Penggunaan komunikator celebrity endorser yang memiliki karakteristik akan dapat mempengaruhi sikap (attitudes) atau tanggapan konsumen yang positif terhadap produk tersebut, sehingga konsumen akan mempertimbangkannya dalam proses pembelian dan diharapkan secara langsung mempengaruhi perilaku melalui alam tak sadar mereka. H5 = Selebrity Endorser, Asosiasi Merek, Kepribadian Merek, dan Karakteristik produk memiliki pengaruh terhadap intensi pembelian produk. Dalam jurnal penelitian ini analisis regresi berganda digunakan untuk mengidentifikasikan pengaruh dari masing-masing faktor yaitu Iwan Fals sebagai selebriti Endorser dan Kepribadian merek produk. Uji asumsi klasik yang digunakan dalam penelitian ini adalah : Heteroskedastitas dapat terjadi bila untuk setiap nilai variabel independen terdapat beberapa skor variabel dependen dengan variasi yang berbeda. Uji-t dilakukan untuk menguji koefisien regresi secara parsial, yaitu untuk menguji apakah terdapat pengaruh yang signifikan dari suatu variabel independen terhadap variabel dependen jika variabel independen yang lain dianggap konstan. Nilai R2 yang kecil berarti kemampuan variabel-variabel independen dalam menjelaskan variasi variabel dependen amat terbatas, sedangkan nilai yang besar (mendekati 1) berarti variabel-variabel independen memberikan hampir semua informasi yang dibutuhkan untuk memprediksi variasi variabel dependen
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