PENGARUH CELEBRITY ENDORSER DAN PERCEIVED QUALITY TERHADAP BRAND IMAGE (Studi pada Iklan Mobil Toyota Sienta versi Atiqah Hasiholan dan Rio Dewanto di Semarang)
This study aims to analyze the influence of celebrity likeability, celebrity attractiveness, and perceived quality on the brand image of Toyota Sienta advertisement. Celebrities have been used asendorser have Atiqah Hasiholan and Rio Dewanto. Data obtained from 150 respondents who saw the Toyota Sienta ads through the distribution of questionnaires with purposive sampling techniques. Multiple linear regression analysis is used to test the hypothesis proposed in this research with the support of F test, t, and coefficient of determination
