PENGARUH CELEBRITY ENDORSER DAN EVENT SPONSORSHIP TERHADAP PRODUK MINUMAN YOU-C 1000

Abstract

This research aimed to examine the effect of celebrity endorser and event sponsorship on brand image of YOU-C 1000. Moreover, the population was consumers of YOU-C 1000, with an infinite number or people. Furthermore, the data analysis technique used multiple linear regression with its application of SPSS (Statistical Product and Service Solution). The research was causal-coparative with quantitative as its approach. Additonally, the instrument in data collection technique used questionnaires. The questionnaries were distributed to the respondent who were in Taman Bungkul Surabaya. In line with, there were 98 people as the sample. In addition, lemeshow was the research formula which was taken. The research result conclude that celebrity endorsers had a significat effect on the brand image of YOU-C 1000, as Miss Universe Ayuma had visibility, credibility, interest, and power to present the product. Likewise, event sponsorship affected the brand image of YOU-C 1000 since it covered suitability, entertainment, knowledge, promotion, and persuasive element.
Keywords: celebrity endorser, event sponsorship, brand image