PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN PADA BK ETHNIC CLOTH BANDUNG

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PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN PADA BK ETHNIC CLOTH BANDUNG

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Title: PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN PADA BK ETHNIC CLOTH BANDUNG
Author: Purba, Raja Panri H.
Abstract: Increased business activity, in line with economic growth. Competition in the retail sector business that specializes in boutique clothing or clothing higher. This is because of the competition from a burgeoning domestic and competition from abroad to conduct its activities in Indonesia. On business clothing boutique or clothing, with a target middle market and urban youth 15-30 years old. One marketing strategy to convince consumers is to do the advertisement or advertising. The core of the advertisement is to take care that could stimulate consumers to buy goods or services offered. Similarly, ethnic BK, as a company engaged in the Clothing Company, it is necessary to make communication with its customers to form an opinion in the minds of consumers. To sell the brand image of the Celebrity Endorser use is considered to be implemented as a way to foster interest in consumer buying. In launching its marketing BK Ethnic Cloth with several artists in particular that Batak tribes like Charles Bonar Sirait, Tongam Sirait, Rani Simbolon, Viktor Hutabarat, Novita Dewi Marpaung and Alex Rudiat one show X Factor finalist is quite phenomenal. In this study the method used is descriptive method that gives an overview of the method with a systematic, factual and accurate information on the facts and the correlation between the variables studied. Data was collected by the research primary data and secondary data, where the data is obtained directly from the object of research, ie the spread questionnaires to a sample of 100 customers BK Ethnic Cloth, as well as conducting interviews, and observations. While the secondary data obtained from other sources or the literature relating to the issues raised in the study. The results showed that the application of celebrity endoser in BK Ethnic Cloth has been pretty good in the eyes of the customer, other than that of the results of the study also showed that the buying interest in ethnic BK cloth has been categorized quite well. From the test results show that by using a statistical relationship between celebrity endoser and buying interest by 45%, while the influence of celebrity endoser the customer buying interest is quite high with a value of 20,25%, factors outside the celebrity endoser not examined by the authors with a value of 79.75%, such as marketing mix is an alternative that cam affect buying interest.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/2791
Date: 2013


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Kata Pengantar.pdf 63.34Kb PDF View/Open
Daftar Isi.pdf 219.2Kb PDF View/Open
Bab 1.pdf 281.9Kb PDF View/Open
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