Faktor-faktor yang Mempengaruhi Keefektifan Selebritas sebagai Penganjur Iklan Bank

Abstract

One of consumerism phenomenon in recent decades is the increased volume of advertisement, followed by a decrease in the effectiveness of advertisement. One way to improve the effectiveness of advertisement is to use celebrity as an endorser of advertisement. Based on studies that have been done before, factors that affect the successfulness of using celebrities as an endorser of advertisement in influencing consumer interest are: attractiveness, trustworthiness, expertise, match-up. This tesis verified the relationship of those four factors to intention to purchase of Bank B�s saving account. Bank B chose a celebrity youth choir group - Cherrybelle as an endorser of Bank�s saving account advertisement. The type of data used in this study is primary data consists of 138 respondents with aged between 6 to 24 years. After testing the reliability, validity, classical assumptions and doing multiple regression analysis, there is a significant and positive relationship between variables attractiveness, trustworthiness and match-up of a celebrity with intention to purchase of Bank B�s saving account. For expertise variable showed no significant relationship with intention to purchase