Deskripsi Lengkap
| Bahasa : | ind |
| Sumber Pengatalogan : | LibUI ind rda |
| Tipe Konten : | text (rdacontent) |
| Tipe Media : | computer (rdamedia) |
| Tipe Carrier : | online resource (rdacarrier) |
| Deskripsi Fisik : | xiii, 142 pages : illustration ; appendix |
| Naskah Ringkas : | |
| Lembaga Pemilik : | Universitas Indonesia |
| Lokasi : | Perpustakaan UI |
- Ketersediaan
- File Digital: 1
- Ulasan
- Sampul
- Abstrak
| No. Panggil | No. Barkod | Ketersediaan |
|---|---|---|
| S-Pdf | 14-21-336105185 | TERSEDIA |
| Tidak ada ulasan pada koleksi ini: 20474537 |
Abstrak
Tujuan dari penelitian ini adalah untuk melihat pengaruh penggunaan celebrity endorser dalam iklan serta pensponsoran siaran langsung MotoGP di televisi oleh merek sepeda motor Yamaha di Indonesia terhadap citra merek keseluruhan serta keinginan konsumen untuk membeli produk dari merek tersebut. Setelah dilakukan uji regresi dan uji mediasi menggunakan metode analisis jalur pada hasil kuesioner terhadap 234 responden, ditemukan bahwa celebrity endorser dan pensponsoran yang dilakukan Yamaha Indonesia berpengaruh positif terhadap citra merek dan intensi membeli konsumen, dimana citra merek berperan penuh sebagai mediator terhadap intensi membeli konsumen. Akan tetapi, lamanya paparan konsumen terhadap acara yang disponsori tidak berpengaruh positif terhadap citra merek Yamaha Indonesia.
The purpose of the study is to identify the effect of using celebrity endorser in advertisement and sponsoring MotoGP live broadcast by Yamaha motorcycle brand in Indonesia to its overall brand image and consumers purchase intention. After conducting linear regression and path analysis to test the mediation effect, it is found that celebrity endorser and sponsorship that Yamaha Indonesia has been doing positively influence its brand image and consumers purchase intention, where brand image fully act as a mediator to consumers purchase intention. Nevertheless, the duration of consumer rsquo s exposure to the sponsored event does not positively influence Yamaha Indonesias brand image.
The purpose of the study is to identify the effect of using celebrity endorser in advertisement and sponsoring MotoGP live broadcast by Yamaha motorcycle brand in Indonesia to its overall brand image and consumers purchase intention. After conducting linear regression and path analysis to test the mediation effect, it is found that celebrity endorser and sponsorship that Yamaha Indonesia has been doing positively influence its brand image and consumers purchase intention, where brand image fully act as a mediator to consumers purchase intention. Nevertheless, the duration of consumer rsquo s exposure to the sponsored event does not positively influence Yamaha Indonesias brand image.