Pengaruh Celebrity Endorser Valentino Rossi Terhadap Brand Image Sepeda Motor Yamaha (Studi Pada Mahasiswa Fakultas Komunikasi Dan Bisnis Universitas Telkom)

Fahri Nur Taufik Ash-Shiddieq, Trisha Gilang Saraswati

Abstract

ABSTRAK Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh penggunaan celebrity endorser Valentino Rossi terhadap pembentukan brand image sepeda motor Yamaha di lingkungan Mahasiswa Fakultas Komunikasi dan Bisnis, Universitas Telkom. Jenis penelitian yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis regresi linier sederhana.Data dikumpulkan melalui survey menggunakan kuesioner terhadap Mahasiswa Fakultas Komunikasi dan Bisnis Universitas Telkom angkatan 2011-2013.Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 94 responden.Hasil penelitian berdasarkan uji t, celebrity endorser Valentino Rossi berpengaruh terhadap brand image sepeda motor Yamaha, hal ini dibuktikan dengan nilai thitung 6,933 > ttabel 1,986. Berdasarkan.koefisien determinasi menunjukan bahwa variabel celebrity endorser yang terdiri dari visibility, credibility, attraction, dan power memiliki pengaruh sebesar 0,343 atau 34,3% terhadap variabel brand image yang terdiri dari corporate image, user image, dan product image. Kata Kunci: Pemasaran, Celebrity Endorser, Brand Image ABSTRACT The objective from this research is to know how big the influence of Valentino Rossi as a celebrity endorser on brand image formation of Yamahamotorcycle for students in faculty of communication and business, Telkom University. Research method that is employed in this research is descriptive analysis and simple linier statistic analysis. The data were collected through a questionnaire to student in Faculty of Communication and Business, Telkom University, year 2011-2013. The sampling technique used was purposive sampling and obtained 94 college students as a sample.Based on t-test, celebrity endorser Valentino Rossihad an influenced to brand image of Yamaha motorcycle, it is proved with fcalculate 6,933 > ftable 1,986. The result from determination coefficient test, show that variable celebrity endorser consisting of visibility, credibility, attraction, and has the power had an influenced with a value of 34,3% to variable brand image consisting of corporate image, user image, and product image. Key Words: Marketing, Celebrity Endorser, Brand Image

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