PENGARUH ENDORSER TERHADAP BRAND IMAGE DRUM TAMA DI SEMARANG

NURVIANTO, IRWAN (2014) PENGARUH ENDORSER TERHADAP BRAND IMAGE DRUM TAMA DI SEMARANG. Skripsi, Fakultas Ekonomi dan Bisnis.

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Abstract

This study was conducted to examine the effect on brand image endorser of TAMA drum in Semarang. The sample used in this study is 112 respondents. The sampling method using purposive random sampling technique. Data analysis method used is quantitative analysis using validity and reliability testing, test assumptions of classical and statistical regression analysis with t test, statistical test F and test the coefficient of determination. The results showed that the variable visibility, credibility, attraction and power together can explain the variable brand image by 59.7%. While the remaining 40.3% is explained by other variables not included in this study. Separately, the power variable most significantly affect the brand image variables showed significance value 0.000 <0.05, the next attraction variables also influence significantly the significance value 0.005 <0.05. While the visibility and credibility variables showed no significant effect on brand image variable because both the significant value of 0.366 and 0.894 showed values ??greater than 0.05. Based on this study, managerial implications that can be given is a suggestion for TAMA drum marketing management in order to improve the brand image so that in choosing a celebrity endorser management to pay more attention to the factor of attraction and the power to inspire public endorser.

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