Pengaruh Kredibilitas dan Daya Tarik Endorser Lokal dan Asing Dalam Iklan Kosmetik Terhadap Persepsi dan Keputusan Pembelian Konsumen
Developments in the flow of information and technology have caused consumers to be increasingly selective in their choice of products. This fact has stimulated companies to be more sensitive to consumer demand. Advertising is one of the promotional activities used as a medium for conveying a message...
Saved in:
Main Authors: | , |
---|---|
Format: | Theses and Dissertations NonPeerReviewed |
Published: |
[Yogyakarta] : Universitas Gadjah Mada
2011
|
Subjects: | |
Online Access: | https://repository.ugm.ac.id/39060/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=50013 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Universitas Gadjah Mada |
Summary: | Developments in the flow of information and technology have caused consumers
to be increasingly selective in their choice of products. This fact has stimulated
companies to be more sensitive to consumer demand. Advertising is one of the
promotional activities used as a medium for conveying a message to shape consumers�
attitudes. In order to attract consumers� interest, a company should be creative in
advertising. One form of creativity is the use of endorsers. At present, many companies
advertise by using not only local endorsers but also foreign ones. This research was
conducted to measure the influence of local and foreign endorsers� credibility and
attractiveness on consumer perceptions and purchase decisions, and to look into the
difference between the use of local endorsers and the use of foreign endorsers in their
influence on consumer perceptions and purchase decisions.
This was an experimental research carried out in two phases, i.e. exploratory
analysis and confirmatory analysis using a cross-sectional approach. The research
instruments employed were samples of advertisements and questionnaires. The research
subjects comprised 130 respondents each for local and foreign endorsers. The data were
analyzed using simple regression and an independent t-test with SPSS 11.5 for
windows.
The research results showed that the ability of local endorsers� credibility and
attractiveness to predict the consumer perceptions variable was 16.4%, their ability to
predict consumer purchase decisions was 11.3%. The ability of foreign endorsers�
credibility and attractiveness to predict the consumer perceptions variable was 30.1%,
and their ability predict consumer purchase decisions was 37.4%. After a comparison
was made using an independent sample t-test, it was found that consumer perceptions of
advertisements with local endorsers were lower than consumer perceptions of
advertisements with foreign endorsers, and consumer purchase decisions on products
advertised with local endorsers were fewer than consumer purchase decisions on
products advertised with foreign endorsers. |
---|