ANALISIS MEDIA IKLAN TELEVISI, CELEBRITY ENDORSER DAN PREFERENSI KONSUMEN PADA PRODUK PASTA GIGI PEPSODENT (Survei Pada Mahasiswa Program S1 Jurusan Periklanan Fakultas Ilmu Komunikasi Universitas Prof. Dr. Moestopo Angkatan 2009)

GERRY, ABANG (2013) ANALISIS MEDIA IKLAN TELEVISI, CELEBRITY ENDORSER DAN PREFERENSI KONSUMEN PADA PRODUK PASTA GIGI PEPSODENT (Survei Pada Mahasiswa Program S1 Jurusan Periklanan Fakultas Ilmu Komunikasi Universitas Prof. Dr. Moestopo Angkatan 2009). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Abang Gerry, 2013; Analysis Effect of Media Advertising and Celebrity endorsers Teelevisi Against Consumer Preferences In Concentration Pepsodent Toothpaste Product Marketing Management, Program Management, Department of Management, Faculty of Economics, State University of Jakarta. Team Advisor: Dr. Mohamad Rizan, SE., MM. & Agung Kresnamurti. R.P. ST. MM Advertising especially in Indonesia are increasingly attracted the attention of the public by using one of a variety of television media companies can directly advertise their products, with the development of the advertising world is necessary advertising strategies able to create consumer preference, one strategy that can be used is to use celebrity endorser / objectives of this research are: 1) To get a description of television advertising media and celebrity endorser and consumer preferences in product Pepsodent toothpaste. 2) To analyze the effect of television advertising on consumer preferences in toothpaste products Pepsoden. 3) To analyze the effect of celebrity endorsers on consumer preferences on Pepsodent toothpaste. 4) To analyze the relationship between celebrity endorser for television advertising media on Pepsodent toothpaste products. The analysis conducted in this study is a quantitative analysis,. Research carried out by the 135 students, While the data collection techniques by disseminating the questionnaire, which is then processed using SPSS, results showed that television advertising media has positive and significant consumer terhadappreferensi, and celebrity endorser has positive and significant impact on consumer preferences and celebrity endorser has positive and significant impact on consumer preferences. These findings indicate that in order to create and maintain customer preferences on products Pepsodent toothpaste should consider factors such as television advertising media and celebrity endorser because those factors shown to affect the level of consumer preference towards a produk.a Keywords: Advertising Media Television, Celebrity Endorser, Consumer Preferences

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