PENGARUH JENIS ENDORSER DAN BRAND NAME TERHADAP SIKAP ATAS IKLAN, SIKAP ATAS MERK DAN NIAT PEMBELIAN PADA PRODUK HIGH DAN LOW INVOLVEMENT

Abstract

Global marketing strategy must be carried out by the company to penetrate the global market. In order to create strong brand awareness, positive, and consistent in the global markets, it is necessary that global advertising. Global endorser believed to overcome national boundaries and cultural barriers in global marketing communications. Brand is also a very important thing, giving the brand name on a product may give the impression, consumers view the brand as an important part of the product, especially given touch with a foreign language, the consumer may be interested in these products because of the use of the brand with a foreign name can improve the image of the products offered. The combination of credibility and the credibility of the brand endorser greatly impact on consumer behavior, it cannot be separated, the model known as Dual Credibility Model (DCM ) . Both of these are very important and have a great influence on consumer attitudes and purchase intention. Other than that,involvement can distinguish the influence of the endorser and brand name consumer sikpa. In this study, the ads used consisted of endorsers, both foreign and domestic, and brand name, both foreign and domestic. This study aims to determine how much influence the type of Endorser and Brand Name on consumer attitudes and purchase intentions towards tablet pc products and toothpaste . By analyzing the criteria for evaluation of the type of endorser that is foreign and domestic endorser endorser , and via Brand Name brand name that is foreign and domestic brand name . To evaluate the attitude of the ad , the attitude of the brand and purchase intention . This study uses Manova approach, to measure the effect of the type of endorser to attitude and purchase intention, brand name influences on attitudes and purchase intention , involvement in moderating the influence of endorser and the brand name of the attitudes and purchase intention . From the results of the processing and analysis of data , it can be concluded that the use of foreign advertising endorser and foreign brand name is the best advice for marketers to use in advertising , both for goods of high and low involvement Keywords : Foreign Endorser, Endorser Domestic, Foreign brand name, brand name Domestic, involvement, Manova , Attitude upper Advertising , Attitudes and Intentions Buy top brands