HUBUNGAN PENGGUNAAN CELEBRITY (BAND NOAH) SEBAGAI ENDORSER TERHADAP BRAND IMAGE PRODUK SEPEDA MOTOR YAMAHA MIO GT BERDASARKAN PERSEPSI MAHASISWA UNIVERSITAS WIDYATAMA BANDUNG

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HUBUNGAN PENGGUNAAN CELEBRITY (BAND NOAH) SEBAGAI ENDORSER TERHADAP BRAND IMAGE PRODUK SEPEDA MOTOR YAMAHA MIO GT BERDASARKAN PERSEPSI MAHASISWA UNIVERSITAS WIDYATAMA BANDUNG

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Title: HUBUNGAN PENGGUNAAN CELEBRITY (BAND NOAH) SEBAGAI ENDORSER TERHADAP BRAND IMAGE PRODUK SEPEDA MOTOR YAMAHA MIO GT BERDASARKAN PERSEPSI MAHASISWA UNIVERSITAS WIDYATAMA BANDUNG
Author: Azhari, Robby
Abstract: In the marketing communication, the use of celebrity in advertising is a decision which is very dilematis. Not only because of the very high cost, but also because this is a process of improving a brand image in the image of a celebrity. To face rivals, Yamaha Indonesia has officially chosen the band NOAH as their newest celebrity endorser. Yamaha optimistic that popularity band noah able to boost sales yamaha in indonesia although one personnel ever engaged cases negative that causes negative image for the public. Research on the object of this thesis is yamaha mio gt and bands noah as celebrity endorser. A variable whose researched relationships are the use of celebrity endorser against the brand image of the product yamaha mio gt. Meanwhile, a unit of the analysis investigated university student widyatama bandung. In this research methods used is a method of descriptive and methods verifikatif. Engineering data collection done by research and secondary data primary data, where data are obtained directly from the object of research, namely with a spread of 100 questionnaire sample of Widyatama University students, as well as conducting interviews and observations. While secondary data obtained from other sources or literature-literature which deals with the problems raised in the research. The results showed that the responses of the respondents regarding the celebrity endorser band NOAH can say either because it has an average rating of 3.51 in the interval 3.40-4,19, in addition of any research results indicate that the brand image of motorcycles Yamaha Mio GT has been in the good category because it has an average rating of 3.42 3.40 at intervals which are-4,19. The use of celebrity band NOAH's relationship to the brand image of the products motorcycle Yamaha Mio GT based on the results of the calculation of spearman rank correlation rs, obtained by 0,638, so the conclusion there is a positive relationship between unidirectional and celebrity endorser Band NOAH (X) against the brand image (Y) products motorcycle Yamaha Mio gt. While the determination Coefficient obtained by 40.70% had a sense that the relationship of celebrity endorser band NOAH (X) against the brand image (Y) motorcycle Yamaha Mio products GT of 40.70% while the rest of 59,30% is affected by other variables which are not examined in this study. The calculation of the test t, that t count = 8,202 greater than t table = 1.660. This means H0 rejected and Ha accepted. The accepted hypothesis that if application of celebrity endorser on the Band NOAH's good, then product brand image of motorcycles Yamaha Mio GT good.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3022
Date: 2014


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