Skripsi
Hubungan Terpaan Iklan dan Persepsi pada Karakteristik Celebrity Endorser dengan Minat Beli Kartu Perdana XL
In competition among these competitors, XL looks decline from year to year starting
from 2014 until 2016. So indirectly XL in terms of product quality has experienced a
pretty good development, especially in this period of 3 years, but still despite XL has
been trying to increase the quality of the network through ads that are displayed with
celebriti endorsernya, can not be said to succeed because in terms of sales alone the
decline always occurs in this brand. The purpose of this study is to determine the
relationship of advertising exposure and perception on the characteristics of celebrity
endorser with the interest to buy XL starter pack. Sampling in this research is
accidental sampling. The population in this study is people who have seen TV
commercials XL starter. The number of samples researched were 100 respondents
aged 18-50 years by using accidental sampling technique.
Based on the hypothesis test conducted using data analysis Kendall's Tau-b
correlation analysis. The results showed that there was a positive correlation between
exposure of advertisement with buying interest of XL starter with significance value
0.000 (
1930 KOM 2018 | 302.2 | PERPUSTAKAAN FISIP UNDIP (Skripsi) | Tersedia |
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