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Influence of Celebrity Endorser Raisa Andriana in Advertisement on Magnum Ice Cream Brand Image on the Transmart Costumers

Author

Listed:
  • Sabdillah, Ruri
  • Hidayat, Rahmat
  • Lubis, Dewi Shinta Wulandari
  • , Wardayani

Abstract

This study is aimed to determine the effect of Raisa Adriana celebrity endorser in Magnum ice cream brand image advertising on the consumer of Transmart Carrefour Plaza Medan Fair. The study was conducted at Transmart Carrefour Plaza Medan Fair in 2016. The data used in this study was primary data in the form of interviews and questionnaires which distributed to the 138 research respondents. The data were analyzed by simple regression where the hypothesis was tested by using the coefficient of determination and partial test. Moreover, the data was processed by SPSS application. The results showed that the celebrity endorser Raisa Adriana have a positive and significant effect to brand image of Magnum ice cream at Transmart Carrefour Plaza Medan Fair customers.

Suggested Citation

  • Sabdillah, Ruri & Hidayat, Rahmat & Lubis, Dewi Shinta Wulandari & , Wardayani, 2017. "Influence of Celebrity Endorser Raisa Andriana in Advertisement on Magnum Ice Cream Brand Image on the Transmart Costumers," INA-Rxiv q4z2d, Center for Open Science.
    • Handle: RePEc:osf:inarxi:q4z2d
    DOI: 10.31219/osf.io/q4z2d
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    References listed on IDEAS

    as
    1. Ilicic, Jasmina & Webster, Cynthia M., 2013. "Celebrity co-branding partners as irrelevant brand information in advertisements," Journal of Business Research, Elsevier, vol. 66(7), pages 941-947.
    2. Wang, Stephen W. & Kao, Grace Hsiu-Ying & Ngamsiriudom, Waros, 2017. "Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector," Journal of Air Transport Management, Elsevier, vol. 60(C), pages 10-17.
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    Cited by:

    1. Sukma, STIM, 2018. "Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian Oriflame (Study Pada Politeknik Lp3i Medan)," INA-Rxiv pabzy, Center for Open Science.
    2. Sukma, STIM, 2018. "Rancang Bangun Website Pada Pt. Bpr Syariah Gebu Prima," INA-Rxiv 2nj8u, Center for Open Science.
    3. Sukma, STIM, 2018. "Perancangan Sistem Informasi Company Profile Menggunakan Adobe Flash Cs5 Pada Sma Swasta Karya Sedar Biru-Biru," INA-Rxiv b3yq5, Center for Open Science.
    4. Sukma, STIM, 2018. "Analisis Tingkat Kesehatan Bank Mandiri Menggunakan Rasio Camel(Periode 2013 - 2016)," INA-Rxiv rdx3e, Center for Open Science.
    5. Sukma, STIM, 2018. "Analisis Tingkat Resiko Pembiayaan Pada Kspps Bmt Amanah Ray Cabang Sutrisno Medan," INA-Rxiv v9w5r, Center for Open Science.

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