PENGARUH FAMILIARITY , CREDIBILITY, ATTRACTIVENESS, EXPERTISE, DAN SIMILARITY PADA CELEBRITY ENDORSER TERHADAP CITRA MEREK PRODUK SAMPO PADA WANITA BERJILBAB

KENCANA, TIARA SARI PRIMADARA (2015) PENGARUH FAMILIARITY , CREDIBILITY, ATTRACTIVENESS, EXPERTISE, DAN SIMILARITY PADA CELEBRITY ENDORSER TERHADAP CITRA MEREK PRODUK SAMPO PADA WANITA BERJILBAB. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Tiara Sari Primadara Kencana, 2015; The Influence of Familiarity, Credibility, Attractiveness, Expertise, and Similarity on the Celebrity Endorser toward Brand Image Shampoo on Veiled Women . Skripsi, Jakarta: Marketing Management Concentration, Management Over the Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purposes of this reserachare: (1) To notice the affect between familarity toward brand image of shampoo. (2) To notice the affect between credibility toward brand image of shampoo. (3) To notice the affect between attractiveness toward brand image of shampoo.(4) To notice the affect between expertise toward brand image of shampo. (5) To notice the affect between similarity toward brand image of shampoo. Sampels in this research are visitors Thamrin City and they are veiled women.. The number of sample in this research are 200 respondents. This research uses quantitative method with structural equation models (SEM), and a data anlysis tools uses AMOS version 22. The results of examine hypotesis shows: (1) there is not significantly affect between familiarty toward brand image because CR value 1,200 less than cut off value CR 1,967. (2) there is a significantly affect credibility toward brand image with value of CR 3,823 greater than cut off value CR 1,967. (3) there is not significatly affect between attractiveness toward brand image, cannot be tested because data on fit model invalid. (4) there is a significantly affect between expertise toward brand image because CR value 4,147 greater than cut off value CR 1,967. (2) there is not significantly affect similarity toward brand image with value of CR -0,021 less than cut off value CR 1,967. Keywords: Familiarity, Credibility, Attractiveness, Expertise, Similarity, Celebrty Endorser, Brand Image

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