Abstract
This study aims to analyze the effect of celebrity endorsements and attractiveness of advertisements on consumers of Pantene shampoo in Padang Panjang Barat sub-district. The type of research used is quantitative associative research. The sample in this study were 100 respondents. The data analysis technique used is multiple linear regression. The results showed that 1) Celebrity endorsers had a significant positive effect on repurchase interest and 2) Ad attractiveness had a significant positive effect on repurchase interest. Based on the analysis that has been tested, the celebrity endorser and the attractiveness of advertising together affect the repurchase interest of Pantene shampoo consumers in West Padang Panjang District. The value of R2 is 0.563, so it can be concluded that the contribution of celebrity endorser influence and advertising attractiveness to repurchase interest is 56.3%.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
