scholarly journals CELEBRITY ENDORSEMENT AND CONSUMER PURCHASE DEMEANOR IN BENIN CITY

2020 ◽  
Vol 1 (3) ◽  
pp. 18-25
Author(s):  
OSEREMEN EBHOTE ◽  
E. O. ODIA
Keyword(s):  
Sample Size ◽  
Brand Image ◽  
Sampling Technique ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Celebrity Endorsement ◽  
Benin City ◽  
Edo State ◽  
Buying Behaviour ◽  
The University

Celebrity endorsement is a marketing communication strategy for building and promoting brand image. Thus, the study examined celebrity endorsement and its influence on consumer purchase demeanor in Benin City, Edo state. Geographically, the study was delimited to the University of Benin, Edo state, with focus on customers of GLO network and the consumers of Pepsi-Cola within the Ugbowo and Ekehuan campuses of the institution. From the study’s population, a sample size of 400 was drawn using the judgmental sampling technique. From the four hundred copies questionnaires administered, three hundred and seventy-one (371) were found usable. The study recommended that subsequent studies on celebrity endorsement should consider more industries (other than the telecommunication and beverage industries) to see if the response of celebrity endorsement with regards to consumer buying behaviour is same across industries.    

scholarly journals PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN

KINERJA ◽  
2016 ◽  
Vol 20 (1) ◽  
pp. 13
Author(s):  
Daniel Yudistya Wardhana
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Celebrity Endorsement ◽  
Instant Coffee ◽  
Sim Card ◽  
Celebrity Endorser ◽  
High Credibility

AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan

scholarly journals Influence of Celebrity Endorsement On the Purchase of Slim Tea by Female Undergraduate Students in Selected Southeast Nigerian Universities

2021 ◽  
pp. 18-27
Author(s):  
ANYAKOHA, B.U. ◽  
Odenigbo, C.I. ◽  
Akata, U.C.M
Keyword(s):  
Undergraduate Students ◽  
Brand Image ◽  
Brand Choice ◽  
Sampling Technique ◽  
State University ◽  
Celebrity Endorsement ◽  
Female Undergraduate ◽  
Multistage Sampling ◽  
The Right ◽  
The University

This study explored the influence exerted by celebrity endorsement on the purchase of slim tea products by female undergraduate students in universities in southeast Nigeria. Specifically, the study aimed to determine the relationship between the brand image of slime tea and celebrity endorsement, identify how celebrity choice influences the brand image of a product, and also examine how female undergraduate students’ choice of brand product is driven by celebrity influence. The population of this study consisted of female undergraduate students in the University of Nigeria Nsukka, Michael Okpara University of Agriculture Umudike, Madonna University Okija, and Ebonyi State University Abakiliki. A multistage sampling technique was used to arrive at a required sample size of 383. I did an oversampling and a total of 400 copies of the questionnaire were distributed and 392 copies of this questionnaire were filled and returned, making for a return rate of 98%. Findings from this study showed that respondents believe that celebrity endorsement can influence their brand choice. And that the choice of celebrity used matters a lot. If an organization fails to provide a positive and strong brand image, it may directly or indirectly affect consumers’ decision-making; as consumers may shift to competitors that offer a better experience. From the findings of this study, it is recommended that advertisers should make use of the right celebrities to enhance the brand image of their products and also consider celebrities whose profession and lifestyle are in sync with the products and services that they are endorsing.

scholarly journals Investigation of the Attitudes Towards Celebrities Endorsed Advertisements – Audience Groups Comparison

2019 ◽  
Vol 2 (2) ◽  
pp. 5-17
Author(s):  
Mihai F. Băcilă ◽  
Raluca Ciornea ◽  
Alexandra M. Drule ◽  
Andreea M. Cohut
Keyword(s):  
Information Transmission ◽  
Consumer Attitudes ◽  
Communication Strategy ◽  
The Internet ◽  
Marketing Communication ◽  
Growing Up ◽  
Celebrity Endorsement ◽  
Space And Time ◽  
Digital World ◽  
New Type

Abstract The use of celebrities for endorsement activities is a well established part of the marketing communication strategy. Yet, the communication “playground” is changing as we witness significant changes in the channels used for information transmission (as digital dominate the traditional) and in the audience (as generations change, growing up in a digital world). More, removing the communications’ constraints of space and time, the Internet led to the emergence of a new type of celebrity that seems to surpass the traditional ones. In this context, research in the celebrities’ endorsement area is still of significant relevance. Although many studies focused on investigating the effect of celebrity endorsement over consumer attitudes and behaviour, only few examined how audience factors influence these relationships. Hence, the main objective of this paper is to establish the variations in attitudes towards celebrities endorsed advertisements, considering the consumers’ age, gender, income and celebrity-product fit importance. The findings revealed significant differences in attitudes based on consumers’ age, income and product-celebrity fit importance, yet no distinctiveness in case of gender.

scholarly journals Analisis Celebrity Endorsment, Variasi Produk, Brand Image terhadap Keputusan Pembelian Produk Rabbani

2019 ◽  
Vol 9 (1) ◽  
pp. 88
Author(s):  
Fadlilah Mutia Cahya ◽  
Ida Aryati Dyah Putnomo Wulan ◽  
Ratna Damayanti
Keyword(s):  
Quantitative Methods ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Purchasing Decisions ◽  
F Test ◽  
Product Variation ◽  
The City ◽  
Positive Effect

The point of research to analyze a affect celebrity endorsement, product variation and brand image simultaneously, partially to the purchasing decisions Rabbani product in Surakarta. The research using quantitative methods. Used 100 respondents to the sample and the sampling technique was done by purposive sampling. The population is all consumers of Rabbani products in the city of Surakarta. Data collection is done by documentation, questionnaires, observation and data analysis techniques using instrument testing, classic assumption test, linear regression, F test, t test, determination (R2). Results F test is celebrity endorsement, product variation and brand image simultaneously and significantly influence the purchasing decisions of Rabbani products in Surakarta city with Fcount 47.681> Ftable 2.70 and significant value 0.000 <0.05. Celebrity endorsement, product variation and brand image partially a significant and positive effect purchase decisions of Rabbani products in Surakarta.

scholarly journals ANALISIS STRATEGI MEMBANGUNBRAND IMAGE HALAL TOURISMKECAMATAN SAMBELIA KABUPATEN LOMBOK TIMUR

2018 ◽  
Vol 7 (1) ◽  
pp. 70
Author(s):  
Muttaqillah Muttaqillah ◽  
Zainal Abidin ◽  
Lalu Adi Permadi
Keyword(s):  
Brand Image ◽  
Qualitative Approach ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Promotion Strategy ◽  
Strategy Of Development

The purpose of this research was to develop marketing communication strategy for building the brand image of halal tourism in Sambelia District of East Lombok Regency. The design used in this research based on qualitative approach. The results of this study indicated that marketing communication strategy already exists in building a brand image of halal tourism in Sambelia District, East Lombok Regency. Marketing communication strategy appropriately in accordance with the internal and external environmentalconditions used to build a brand image of halal tourism in Sambelia District, East Lombok Regency is a Strategy of Development and Communication of Halal Tourism Market and Maintaining Variety of Tourism Attraction in East Lombok, Promotion Strategy with Branding Pesona Halal Lombok Timur and Marketing Communication Strategy with branding of Halal tourism for East Lombok either through internet and tourism exhibition.Keywords:marketing communication strategy, brand image, halal tourism, Sambelia District, East Lombok Regency

scholarly journals Marketing Communication in Increasing Room Occupancy at Reddoorsz Hotels During the Covid -19 Pandemic

2021 ◽  
Vol 9 (2) ◽  
pp. 7-13
Author(s):  
Ainur Rochmaniah ◽  
Adella Eka Ridwanti ◽  
Asiyatul Ulfiyah ◽  
Rachma Sari Octaviani ◽  
Ayu Diah Oktaviana
Keyword(s):  
Public Relations ◽  
Sampling Technique ◽  
Local Scale ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Observation Data ◽  
Marketing Communication ◽  
The Public ◽  
Service Staff ◽  
Hotel Managers

The Covid -19 pandemic has significantly decreased the occupancy of the RedDoorz Syariah Buduran Sidoarjo Hotel rooms. The objective is to describe the marketing communication strategy used by the RedDoorz Syariah Buduran Hotel in increasing room occupancy. The study used a qualitative research method at the RedDoorz Buduran Hotel in March-August 2020. The information in this study was the hotel manager which was equipped with 3 people and 5 hotel visitors, with a purposive sampling technique which the criteria of hotel managers dan service staff. Observation data observation techniques, open interviews, and documentation. The results show that the RedDoorz Syariah Buduran hotel has carried out digital advertising through social media such as media (Instagram, website and Twitter) and TV advertising (youtube), sales promotion through the distribution of discount vouchers to visitors and holding local scale events, as well as conducting communication through the public relations division by inviting the surrounding community at the hotel anniversary event. The marketing communication strategies that are carried out are integrated with each other, so as to increase the number of visitors during a pandemic.

scholarly journals Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

2021 ◽  
Vol 8 (2) ◽  
pp. 165
Author(s):  
Rifkya Xena Aminullah JR ◽  
Jokhanan Kritiyono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
Brand Image ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
The Public ◽  
Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA DARING TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 11 (2) ◽  
pp. 81
Author(s):  
Diana Fitriani
Keyword(s):  
Communication Strategies ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Online Media ◽  
Decision Variable ◽  
Marketing Communication ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Beta Coefficient

Research on the analysis of marketing strategies through online media in Pontianak through Facebook and Instagram. Quantitative related is used for the path analysis method and the application of SPSS V. 23.0 as a calculation tool. Respond 100 with a non-probability sampling technique that is unintentional. Communication strategies in research are lead to awareness, knowledge, passions, inclinations, beliefs and purchases. Based on this strategy, a positive and significant value is obtained in the decision making process. Marketing communication strategies through online media towards consumer purchasing decisions on culinary products marketed through Instagram and Facebook. The results of the study with a significance of 0,000 obtained a beta coefficient of 0.483. The significance of tcount <0.05 indicates that Ho was not accepted and thus received Ha. Explanation of the results of calculations in research gives a meaningful and positive marketing communication strategy to the product purchase decision variable through online media. It can be concluded that the strategies proposed have proven to be effective in winning diverse consumer dynamics

scholarly journals Analisis Pengaruh Citra Merek dan Kualitas Produk Terhadap Loyalitas Pengguna Smartphone Android dengan Kepuasan Sebagai Variabel Intervening Di Lingkungan Mahasiswa Universitas Bandung Raya

2020 ◽  
Vol 1 (2) ◽  
pp. 70-86
Author(s):  
Ruli Mochammad Chaerudin ◽  
Tatiek Ekawati Permana
Keyword(s):  
Operating System ◽  
Product Quality ◽  
Structural Equation ◽  
Sampling Method ◽  
Brand Image ◽  
Sampling Technique ◽  
Telecommunications Industry ◽  
Equation Modeling ◽  
Long Distance ◽  
The University

Abstract : Along with the development of the telecommunications industry in Indonesia, making communication both close and long distance communication becomes easier and smoother. Cellular phone (cellphone) is one of the communication technologies that has developed from year to year. The Android operating system is a Linux-based operating system designed for touch screen mobile devices such as smartphones and tablet computers. By providing a development platform that is open (open source), Android developers offer the ability to build applications that are very rich and innovative and of course very profitable for consumers because it is relatively freeware (most applications are free). This study tries to examine the effect of brand image and product quality on the loyalty of Android-based smartphone users in the University of Bandung Raya environment, both directly and indirectly through satisfaction as an intervening variable. This study uses a survey approach and the nature of this research is explanatory research. The population in this study were Bandung Raya University students who used registered and active Android-based smartphones from 2017 odd semester until 2018. The sampling method used was the non-probability sampling method with a total of 100 people. The sampling technique is done by purposive sampling. Hypothesis testing uses Structural Equation Modeling (SEM) analysis. Through the analysis of indirect influence data, only product quality has a significant effect on loyalty through student satisfaction at the University of Bandung Raya. Whereas through direct influence, obtained only brand image and satisfaction that have a significant effect on loyalty within the University of Bandung Raya students.

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