Pengaruh Celebrity Endorser dan Periklanan Terhadap Brand Image (Peran Digital Marketing)

Mochammad Riyadh Rizky Adam; Tessa Handra; Mohammad Annas

doi:10.33050/tmj.v7i2.1905

Penulis

Mochammad Riyadh Rizky Adam Swiss German University
Tessa Handra Universitas Multimedia Nusantara
Mohammad Annas Universitas Multimedia Nusantara

DOI:

https://doi.org/10.33050/tmj.v7i2.1905

Abstrak

Keterlibatan selebriti dalam rekomendasi produk merupakan suatu hal yang menarik untuk diteliti. Dukungan selebriti adalah strategi komunikasi pemasaran umum untuk membangun citra merek dan kesadaran merek. Penelitian ini mencoba menganalisis factor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti. Penelitian ini memiliki empat variabel yaitu celebrity endorser, advertisement, brand image, dan brand awareness. Sampel dalam penelitian ini adalah 293 konsumen produk X. Metode analisis dalam penelitian ini adalah analisis partial least squares (PLS). Hasil penelitian menyatakan bahwa seluruh hipotesis signifikan. Terdapat pengaruh celebrity endorser terhadap brand image, terdapat pengaruh advertisement terhadap brand image, terdapat pengaruh brand image terhadap brand awareness, terdapat pengaruh celebrity endorser terhadap brand awareness yang dimediasi oleh brand image, dan terdapat pengaruh advertisement terhadap brand awareness yang dimediasi oleh brand image. Hasil penelitian ini sangat berguna dalam analisis faktor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti

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