CD Tesis

Pengaruh Daya Tarik Iklan, Kreativitas Iklan dan Kredibilitas Endorser Terhadap Efektivitas Iklan Dan Sikap Konsumen pada Sabun Pemutih Wajah Merek Oil Of Olay di Kota Pekanbaru

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VIONITA EKA LEGASARI, NPM : 1010247740, The Effect of Advertising Attraction, Advertising Creativity and Endoser Credibility on Advertising Effectiveness and Consumer Attitudes of Oil of Olay Facial Whitening Soap in Pekanbaru, under the supervision of Hj. Sri Indarti and Srti Restuti.
This research was conducted to the viewers of television commercial of Oil of Olay whitening facial soap. The goal is to determine the direct and indirect effects of advertising attraction, advertsing creativity and endorser credibility on the attitudes of consumers through advertising effectiveness.
The study population included the viewers of television commercials of Oil of Olay whitening facial soap in Pekanbaru. Research sample consisted of 179 viewers chosen by purposive sampling technique. Independent variables were the attraction advertising research, advertising creativity and endorser credibility; while the attitude of of consumers was the dependent variable and the effectiveness of advertising was the intervening variable. The data were analyzed by a path analysis using SPSS 17 for Windows.
The results show that advertising attraction, advertising creativity and endorser credibility both simulaneously and partially has a positive and significant effect on the advertising effectiveness and the attitude of the consumers. Partially, the advertising effectiveness has a positve and significant effect on the attitude of consumers. Endorser credibility was the most dominant factor to affect the advertising effectiveness and the attitude of the consuers. It is then recommended that the advertising setting be based on the cultural concepts and local values to make it different from the same advertising themes of the same product. It is also recommended to choose female endorsers with the Indonesian characters and skin faces.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 04.113 (0188)

Penerbit

Pekanbaru : Universitas Riau- Pasca - Manajemen Pemasaran., 2013

Deskripsi Fisik

ix, 118 hlm.;ill,;29cm

Bahasa

ISBN/ISSN

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Klasifikasi

10 04.113 (0188)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Lubis

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