Study of Consumer Attitudes Toward Television Advertising Using Celebrity Endorser
This research analyzed how the attractiveness of a celebrity endorser is able to influ-ence customers’ brand choice behavior and how customers perceive celebrity-based television advertising. The study is based on an empirical research approach, which use a convenience sample of 150 students who liv...
Main Authors: | , |
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Format: | Article |
Language: | English |
Published: |
Universitas Islam Indonesia
2011-03-01
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Series: | Jurnal Siasat Bisnis |
Online Access: | https://hmts.civil.uii.ac.id/JSB/article/view/2023 |
Summary: | This research analyzed how the attractiveness of a celebrity endorser is able to influ-ence customers’ brand choice behavior and how customers perceive celebrity-based television advertising. The study is based on an empirical research approach, which use a convenience sample of 150 students who lives in Yogyakarta. The respondents rate the attractiveness of ce-lebrity-based on television advertising and the influence of celebrity-based television advertis-ing on consumers’ brand choice behavior. The sample of advertisement in this research is XL television advertising which is featuring Raffi Ahmad, a famous celebrity. The data evaluated by using several statistical techniques, including Descriptive analysis, and Analysis of Variance (One Sample t-Test) Based on the research findings and the analysis, it is proved that the ce-lebrity-based television advertising has positively attracted the consumers. As a consequence, this response significantly influences the consumers’ brand choice behavior. It can be con-cluded that the attractiveness of celebrity-based on television advertising is likely to have a positive relationship to consumers and celebrity-based television advertising is likely to have a positive influence toward consumers’ brand choice behavior.
Keywords: celebrity concept, power of celebrity endorsement, attitude towards the ad and brand, endorser selection criteria
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ISSN: | 0853-7666 2528-7001 |