PENGUKURAN EFEKTIVITAS TYPICAL PERSON ENDORSER DAN CELEBRITY ENDORSER DENGAN METODE SOURCE MODEL

Yunita, Dessy (2015) PENGUKURAN EFEKTIVITAS TYPICAL PERSON ENDORSER DAN CELEBRITY ENDORSER DENGAN METODE SOURCE MODEL. In: Sriwijaya Economics and Business Conference, 27-28 November 2015, Palembang.

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    Abstract

    The aim of this research is to determine the effectiveness between typical person endorser and celebrity endorser by using Source Model. The consist of this model are attractiveness, trustworthiness and expertise among celebrity endorser and typical person endorser. This research, respondent evaluating based on similar advertising product with two diffirence types endorser from attractiveness, trustworthiness and expertise. This method is using questionair that has given to 100 respondents. This research shows that respondent is measuring the attractiveness and expertise celebrity endorser have high level effectiveness than typical person endorser, whereas Respondent has consider if there is no differences effective of element trustworthiness either by using celebrity endorser and typical person endorser.Celebrity as an endorser is choosen based on meaningful relationship or suitability between celebrities and the advertised product by such celebrities, whereas using typical person endorser is more to testimonial promotion to achive consumen believeness. Endorser non–selebrity is more familiar by consumen because they have similar self actual concept, values embranced, personality, lifestyle, characteristic of demography, etc. Key word: Celebrity Endorser, Typical Person Endorser, Attractiveness, Expertise, Trustworthiness

    Item Type: Conference or Workshop Item (Paper)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Faculty of Economics > Department of Management
    Depositing User: SE, MM Dessy Yunita
    Date Deposited: 06 Oct 2017 09:37
    Last Modified: 06 Oct 2017 09:37
    URI: http://eprints.unsri.ac.id/id/eprint/7506

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