PENGARUH CELEBRITY ENDORSEMENT TERHADAP BUYING INTENTION MELALUI SELF - BRAND CONNECTION PADA DUM DUM THAI DRINKS SURABAYA
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.References
Belch. G. E., & Belch. M. A. (2004)
Advertising
and
Promotion
an
Integrated Marketing
Communications
Perspective. New York.
Biswas, Dipayan, Abhijit Biswas and Neel Das.
200
6.
The Differential Effects of
Celebrity and Expert Endorsements on
Consumer Risk Perceptions: The
Moderating Role of Consumer Product
Knowledge, Journal of Advertising,
Vol. 35, No. 2 (Summer)
Shimp, Terence. A., Andrews, Craig, J. (2013).
Advertising, promotion, and other
aspects of integrated marketing
communication.Ninth edition. USA:
Cengage Learning.
CL Kertz, R
Ohanian
-
Hofstra L.
Rev.,
1990
Recent trends in the law
of
endorsement
advertising:
infomercials,
celebrity
endorsers
and
nontraditional defendants in deceptive
advertising cases
Dwivedi, Johnson & McDonald (2015).
Celebrity endorsements, self
-
brand
connection and relationship quality.
International Journal of Advertising,
2015
Escalas, J. E., & Bettman, J. R. (2003). Yo
u are
what they eat: The influence of
reference groups on consumers’
connections to brands. Journal of
Consumer Psychology, 13, 339
–
348.
Escalas, Jennifer Edson (2004), "Narrative
Processing:
Building
Consumer
Connections to Brands," Journal of
Consumer Ps
ychology, v. 14, n. 1 & 2,
pp. 168
-
179.
Fandos, C., Flavian, C., (2006). Intrinsic and
extrinsic quality attributes, loyalty and
buying intention: an analysis for a PDO
product, British food journal, 108(8),
646
-
662
.
Kotler, Philip, 2000. Manajemen Pemasaran.
Edisi Milenium, Terjemahan Hendra
Teguh. Jakarta: Prenhalindo
Kriyantono, Rachmat.2006
. Teknik Praktis
Riset Komunikasi. Jakarta: Kencana
Lin, Nan Hong & Lin, Bih Shya, (2007). “The
Effect of Brand Image and Product
Knowledge on Purchase
Intention
Moderated by Price Discount”.
Journal of International Management
Studies.
Malhotra, Naresh K. (2004). Marketing
Research : An Appli
ed Orientation,
Pearson education, Inc., Fifth Edition,
New Jersey, USA
Busler. (2000). Does
Luxury Brand Percep
tion
Matter I
n Purchase I
ntention? A
Comparison Between A
Japanese
Brand A
nd A
Germand Brand.
ASEAN MARKETING JOURNAL
Vol, VI
–
No
.
1
Ranjbarian, B., Shekarchizade, Z. & Momeni,
Z.
(2010).
Celebr
ity
endorser
influence
on
attitude
toward
advertisements and brands, European
Journal of Social Sciences, 13 (3), pp.
399
-
407.
Stokburger
-
Sauer N, Ratneshwar S, Sen S.
(2012).
Drivers
of
consumer
–
brand
identification. International Journal of Research
in Marketing 29(4): 406
–
418
Sugiyono.
(2011).
Metode
Penelitian
Kuantitatif, Kualitatif dan R&D.
Bandung: Alfabeta.
Ye, Liu, Shi (2015). The Research of Status’s
Influence on Consumers’ Self
-
Brand
Connection with
Luxury Brands:
Moderating Role of Self
-
Esteem and
Vanity. Journal of Business and
Management, 2015, 3, 11
-
19
http://foodreview.co.id/preview.php?view2&id
=56483#.V
-
ODaPl9600
http://www.bkpm.go.id/publication/detail/indo
nesia
-
fb
-
sect
or
-
attracts
-
us
-
investors
