PENGARUH PEMAKAIAN ENDORSER DALAM IKLAN TELEVISI MELALUI KEPRIBADIAN MEREK DAN IMPLIKASINYA TERHADAP CITRA MEREK TOLAK ANGIN (Studi Kasus pada Remaja di Kota Semarang)

Abstract

Nowadays, sense of competition in the marketing world is tight enough and encourage producers to compete in communicating their product that they offer in the best way. Using endoser consider as one of effective way in communicating products. That is why the compatibility of endorser and product is a crucial thing. This raise question, “How Attractiveness, Trusworthiness in Endorser Personality become the crucial thing in transforming process of meaning Brand Personality to increase Brand Image later? As in various theories and journals and whether those thing become a case in Tolak angin advertisement will be discuss in this research.
The Model of this studies indicate the existence of 3 (three) hypothetical. The hhypothetical are the Attractiveness have a positive influence on Brand Personality (hypothetical 1), Trustworthiness have a positive influence on Brand Personality (hypothetical 2) and Brand Personality have a positive influence on Brand Image (hypothetical 3).
Sampling technique in this research carried out by purposive sampling method. This was taken with a sampling technique based on the specific considerations, which the sample is selected with the requirements that have deemed essential features that are relevant to the research. The number of
respondents as the sample is determined in this research is 120 of teenager in Semarang City.
Technical analysis is used to analyze and interpreted the data in this research is the engineering
Structural Equation Model (SEM) of the software Amos 4 and Amos 16. The process of analysis of research carried out on data obtained from 120 respondents. Results of data analysis will be causality
explain the relationship between variables that are developed in this research model. The proposed
model can be accepted after the assumptions have been met and that is normality standardized Residual Covariance <1.96. While the value Determinant of Covariance Matrix 72,486.
Eksogen measurement model and endogen was tested by using analysis confirmatory.
Measurement model is further analyzed with Structural Equation Model (SEM) to test the model
causalities relationship between the variables that affect and be affected by Attractiveness,
Trustworthiness, Brand Personality, and Brand Image meet the Goodness of Fit chi square =169,574;
probability = 0,108; GFI = 0,874; AGFI = 0,838; CFI = 0,986; TLI = 0,984; RMSEA = 0,035; CMIN/DF =
1,146. Based on the results of data analysis can be concluded that the model can be accepted.