PENGARUH CELEBRITY ENDORSEMENT TERHADAP BUYING INTENTION MELALUI SELF - BRAND CONNECTION PADA DUM DUM THAI DRINKS SURABAYA

Vito Collins Kresnardi

Abstract


Sektor bisnis makanan dan minuman saat ini berkembang sangat pesat. Pelaku bisnismakanan dan minuman saat ini membuat konsumen terikat dengan sebuahmerek dengan menggunakanmedia periklanan yang menarik. Hal ini dapat berdampak pada peningkatan pembelian produkkonsumen. Penelitian ini bertujuan untuk menganalisa pengaruh dari dukungan selebriti terhadapintensi pembelian dengan koneksi diri pada merek. Penelitian ini akan dilaksanakan denganmenyebarkan kuisioner kepada 100 responden yang pernah membeli Dum Dum Thai Drinks. Teknikanalisa yang digunakan adalah teknik analisis kuantitatif dengan metodepath analysis.

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