Pengaruh Iklan yang Menggunakan Endorser Selebriti dan Nonselebriti Pada Sikap Pria dan Wanita dalam Merespon Sebuah Iklan  

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Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Jurnal Keuangan dan Bisnis vol. 5 no. 1 (Mar. 2007), page 1-23.
Topik: Advertising Response Modelling (ARM); Endorser Celebrity and Noncelebrity; Attitude Toward Ads; Attitude Toward Brand; Pruchase Intention

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Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ148.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Based on literature, this research describes how Advertising Response Modelling (ARM) provides a framework to measure advertising performance by two alternative routes to persuasion are delineated: central and peripheral. Furthermore, several studies found that use of celebrity endorsers is a popular executional device, but it is not without risk. The aims of this research were to know the influence of cognitive response and attitude toward purchase intention in print advertisement and to analyze consumer's information processing route of an advertising that endorsed by celebrity and noncelebrity. Experimental design research was prepared in this study. Theparticipants are students who are studying in Magister Sains, Gadjah Mada University, Yogyakarta. There are 100 participants among 113 participants whom can be used as participants. Those participants were exposed a print advertisement of a fictitious Colony brand, t-shirt product, with celebrity endorser in first group and endorser noncelebrity in the other group. After that, those participants filled out the self-administered and the structure questionaire. By using ARM and Oneway ANOVA analysis, this research shows that endorser celebrity has influenced positively the participants more than endorser noncelebrity. However, there are not significantly different between men and women to response the advertising in two treatment groups.

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