Analisis pengaruh dual credibity model : endorser dan corporate credibility terhadap attitudes, purchase intention, dan purchase action : studi kasus Titi Rajo Bintang pada Mirai Ocha = Analysis of the influence of dual credibility model endorser and corporate credibility on attitudes, purchase intention, and purchase action : case study Titi Rajo Bintang on Mirai Ocha

Reysha Sy. Munir; Rembeth, John Daniel, supervisor ([Publisher not identified] , 2013)

ABSTRAK

Tesis ini membahas pengaruh dual credibilty model (endorser dan corporate

credibility) yang mempengaruhi sikap konsumen dan minat dan pembelian

produk. Kasus yang diteliti adalah pengaruh PT. Suntory Garuda Beverage dan

Titi Rajo Bintang pada minuman Mirai Ocha. Penelitian ini adalah penelitian

eksplanatif dengan menggunakan hasil survei pada 285 responden. Dengan

menggunakan Linear Regression, dihasilkan bahwa Endorser Credibility tidak

berpengaruh pada Attitude toward Ad, sedangkan Corporate Credibility

berpengaruh pada Attitude toward Ad, Attitude toward Brand, Purchase Intention,

dan Purchase Action. Sementara itu, Attitude toward ad mempengaruhi Attitude

toward Brand, Purchase Intention, dan Purchase Action.

ABSTRACT

This thesis discusses the influence of dual credibility model (endorser and

corporate credibility) on the attitudes, purchase intention and action. 285

respondents assessed the credibiliy of PT. Suntory Garuda Beverage and endorser

Titi Rajo Bintang, their attitudes toward the ad and brand, intention and action in

purchasing the product. It is an explanative research with Linear Regression.

There is no influence between endorser credibility and attitude toward ad. There is

an influence of corporate credibility on attitudes, purchase intention and action.

There is an influence of attitude toward ad on attitude toward brand, purchase

intention and action.

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T-Pdf Reysha SY. Munir.pdf :: Unduh

No. Panggil :	T-Pdf
Entri utama-Nama orang :	Reysha Sy. Munir, author


Entri tambahan-Nama orang :	Rembeth, John Daniel, supervisor
Entri tambahan-Nama badan :	Universitas Indonesia. Fakultas Ekonomi dan Bisnis

Subjek :	Advertising
Penerbitan :	[Place of publication not identified]: [Publisher not identified], 2013
Program Studi :	Ilmu Manajemen

Bahasa :	ind
Sumber Pengatalogan :	LibUI ind rda
Tipe Konten :	text
Tipe Media :	unmediated ; computer
Tipe Carrier :	volume ; online resource
Deskripsi Fisik :	xvi, 183 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik :	Universitas Indonesia
Lokasi :	Perpustakaan UI, Lantai 3

No. Panggil	No. Barkod	Ketersediaan
T-Pdf	15-17-944803463	TERSEDIA

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