Pengaruh Celebrity Endorser Terhadap Brand Image Produk Pond’s (Study Kasus Pengguna Produk Pond’s Di Kalangan Mahasiswa Manajemen Universitas Islam Riau)

Syafitri, Deby (2022) Pengaruh Celebrity Endorser Terhadap Brand Image Produk Pond’s (Study Kasus Pengguna Produk Pond’s Di Kalangan Mahasiswa Manajemen Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of celebrity endorsers on the brand image of Pond's products among students of management at the Islamic University of Riau. The analysis technique used is multiple linear regression with test equipment using SPSS. This research was conducted with quantitative methods. The number of samples to be taken as many as 100 respondents with purpose sampling method. Data was collected by distributing online questionnaires. Based on the results of the study, it has been found that: Celebrity Endorse partially has a significant positive effect on brand image. The results of the t-test of the celebrity endorse variable (X) are tcount 9.282 > ttable 1.98447 with a significance of (0.000) <0.05. The celebrity endorse variable has an effect of 46.8% and the remaining 53.2% is influenced by other variables not included in the study. Other variables include product quality, service, company policy, company reputation.

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