Preprintgreen2018

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

Ruri Sabdillah · Rahmat Sigit Hidayat · Dewi Shinta Wulandari Lubis · Wardayani

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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.

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2012An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior 2016Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector 2013Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty 2019Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan 2012Celebrity co-branding partners as irrelevant brand information in advertisements 2016PENGARUH CELEBRITY ENDORSER TERHADAP BRAND IMAGE (Survei pada Konsumen Kosmetik Wardah di Counter Wardah Kota Malang)

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