PENGARUH TIPE ENDORSER DAN KECOCOKAN ENDORSER-MERK PADA SIKAP TERHADAP ENDORSER, MERK, IKLAN DAN NIAT BELI FASHION HIJAB MUSLIMAH DI INSTAGRAM

JURNAL RISET MANAJEMEN DAN BISNIS (JRMB) FE-UNIAT

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Title PENGARUH TIPE ENDORSER DAN KECOCOKAN ENDORSER-MERK PADA SIKAP TERHADAP ENDORSER, MERK, IKLAN DAN NIAT BELI FASHION HIJAB MUSLIMAH DI INSTAGRAM
 
Creator Susilowati, Fitriah Dwi
Futuwwah, Ali Imaduddin
 
Description Purpose- This study aims to examine the relationship between endorser type and endorser-brand suitability on attitudes towards endorsers, attitudes towards brands, attitudes towards advertising, and purchase intentions. Design/methodology/approach- Data were collected through an online questionnaire of 180 participants. The data analysis techniques used were MANOVA and SEM (PLS). Findings- There are significant differences in attitudes towards endorsers, brands, and advertisements from differences in endorser-brand suitability. There was no significant effect of using endorsers with celebrity types and Instagram influencers on attitudes towards endorsers, brands, and advertisements. Attitudes towards endorsers and brands have a positive effect on purchase intentions. Implication- Companies should pay attention and conduct in-depth research on endorsers that match the brand image. B2C marketers must identify and engage professionally with celebrities or influencers who are popular with consumers. Keywords: Endorser, endorser-brand compatibility,
 
Publisher Economic Faculty, Attahiriyah Islamic University
 
Date 2020-11-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/440
 
Source Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT; Vol 5 No 3 (2020); 419 - 436
2581-2165
2527-7502
 
Language eng
 
Relation http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/440/243
 
Rights Copyright (c) 2020 Fitriah Dwi Susilowati, Ali Imaduddin Futuwwah
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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