Browsing by Author "Dwi, Dine"

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    THE EFFECT OF THE CELEBRITY ENDORSER ON BRAND TRUST AND IT'S IMPACT TO CONSUMER BUYING INTEREST (Survey on Makuta Cake’s Brand, Bandung, Indonesia)
    (Journal of Advanced Research in Dynamical & Control Systems, Vol. 11, 03-Special Issue, 2019) Bayunitri, Bunga Indah; Aditya, Arie; Monalisa, Jesiska; Dwi, Dine
    The subject of this thesis is to determine the effect of celebrity endorser to brand trust and it’s impact to consumer buying interest from Makuta Cake’s Brand Product in Bandung, Indonesia. The theoretical framework of this thesis consists of celebrity endorser, brand trust and brand consumer buying interest. Theoretical part also includes an insight and measures on celebrity endorser. brand trust and consumer buying interest.The research method used was descriptive analysis and causalmethod with the sample size of 100 respondents taken by purposive sampling method. Hypothesis testing using using t-test and F-test also measuring a conclusion by using a regression analysis The result shows This research has resulted that each variable celebrity endorser and brand trust have significant effect on consumer buying interest. Advice for companies and marketers are in the selection of the endorser must have good credibility, as well as these celebrities must have an obligation not to do things that can damage their own image because it will have an impact on the brand image the advertise.