| Summary: | This study aimed to determine the effect of message framing, the credibility of
endorser and the combination of message framing with endorser credibility on advertising for
consumer buying interest on yoghurt products. This study was an experimental design that
involved students as participants. Students were chosen because it they are considered as the
yoghurt consumer segment and to facilitate homogenization. While the number of students
who participated in this study were 275 people. This research used 11 advertising design as
treatment, which consisted of 1) a positive message framing, 2) negative message framing, 3)
celebrity endorser, 4) expert endorser, 5) expert celebrity endorser, 6) positive message framing
and celebrity endorser, 7 ) positive message framing and expert endorser, 8) message framing
and expert celebrity endorser, 9) negative message framing and celebrity endorser, 10) negative
message framing and expert endorser, 11) message framing and expert celebrity endorser. This
research analysis used paired samples t-test, one way ANOVA and two-ways ANOVA. The results
showed that there was a significant difference between the positive message framing and negative
message framing on advertising for consumer buying interest in yoghurt. As well as the uses of
expert endorser, celebrity endorser and expert celebrity endorser for buying interest of yoghurt.
Using of negative message framing and expert endorser in advertising was more effective to create
consumers buying interest of the yoghurt products.
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