Nirwani, Ardilla (2014) PENGARUH KINERJA CELEBRITY ENDORSER TERHADAP BRAND EQUITY MULTIVITAMIN (Survei pada Pengguna Multivitamin Hemaviton, Pengguna Multivitamin Fatigon dan Pengguna Multivitamin Enervon C di Twitter). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Persaingan industri multivitamin tinggi, khususnya pada tiga merek yang menguasai industri ini yaitu Hemaviton, Fatigon dan Enervon C. Kegiatan pemasaran dianggap efektif untuk menghadapi persaingan. Perusahaan dituntut untuk menciptakan strategi memperkuat brand equity. Salah satu strategi yang dilakukan adalah dengan strategi celebrity endorser. Penelitian ini bertujuan untuk 1) memperoleh gambaran mengenai celebrity endorser multivitamin 2) memperoleh gambaran mengenai brand equity multivitamin 3) memperoleh model mengenai pengaruh celebrity endorser terhadap brand equity. Objek penelitian ini adalah pengguna multivitamin Hemaviton, Fatigon dan Enervon C di Twitter. Variabel bebas dalam penelitian ini adalah celebrity endorser terhadap brand equity sebagai variabel tidak bebas. Jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik systematic random samplin. Dari hasil penelitian terhadap pengujian hipotesis dapat diketahui bahwa celebrity endorser memiliki pengaruh baik secara parsial maupun simultan terhadap brand equity. Berdasarkan hasil penelitian melalui analisis jalur terdapat pengaruh yang signifikan dari kedelapan dimensi celebrity endorser yaitu 1) celebrity credibility, 2) expertise, 3) popularity 4) attractiveness, 5) celebrity profession, 6) celebrity life cycle, 7) personality, dan 8) afordability terhadap brand equity multivitamin Hemaviton, Fatigon dan Enervon C. Pembentuk brand equity adalah brand salience, brand performance, brand imagery, brand judgment, brand feelings dan brand resonance signifikan baik secara simultan maupun parsial. Penulis merekomendasikan agar Multivitamin Fatigon, Hemaviton, Enervon C lebih mempertimbangkan dalam pemilihan celebrity endorser sehingga dapat meningkatkan brand equity Multivitamin Hemaviton, Fatigon dan Enervon C. Ardilla Nirwani (0901630), "The Effect of Celebrity Endorser Performance on Brand Equity of Multivitamin" (A Survey on Hemaviton Multivitamin User, Fatigon Multivitamin User, and Enervon C Multivitamin User on Twitter). Guidance of Dr. Lili Adi Wibowo. S.Sos., S.Pd., M.M. Competition in the multivitamin industry is high, especially for the three leading brands namely Hemaviton, Fatigon and Enervon C. Marketing activities more effective to survive in the competition. The company must be create strategies to strengthen brand equity. The Efforts made to strengthen the brand equity, one strategy is though celebrity endorser. The purpose of research are 1) to obtain findings on celebrity endorser, 2) to obtain findings on brand equity, 3) to obtain discovery regarding is the influence of celebrity endorser on brand equity. Object of this study is a Hemaviton Multivitamin User, Fatigon, and Enervon C on Twitter. The independent variable in this study is celebrity endorser of the brand equity as the dependent variable. This type of research is descriptive, verification, and the method used is explanatory survey with systematic random sampling technique. From the results of the study to test the hypothesis that the celebrity endorser influence have effect either simultaneously or partially on brand equity . Based on the results of research through path analysis found a significant effect of eight dimensions: 1) celebrity credibility, 2) expertise, 3) popularity 4) attractiveness, 5) celebrity profession, 6) celebrity life cycle, 7) personality, dan 8) afordability influence brand equity. Dimensions of brand equity is brand salience, brand performance, brand imagery, brand judgment, brand feelings and brand resonance. The influence of these two variables have a significant effect either simultaneously or partially. The author recommends that Hemaviton, Fatigon and Enervon C multivitamin be considered in selecting of celebrity endorser so as to increase brand equity Hemaviton, Fatigon and Enervon C multivitamin.
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggiln: S MBS Nie p-2014; Pembimbing : I. Lili Adi Wibowo |
| Uncontrolled Keywords: | celebrity endorser, brand equity |
| Subjects: | H Social Sciences > HS Societies secret benevolent etc |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Staf Koordinator 3 |
| Date Deposited: | 01 Oct 2015 01:45 |
| Last Modified: | 01 Oct 2015 01:45 |
| URI: | http://repository.upi.edu/id/eprint/17171 |
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