PENGARUH CELEBRITY ENDORSER DAN EVENT SPONSORSHIP TERHADAP BRAND IMAGE PRODUK MINUMAN NU GREEN TEA

Abstract

This research aimed to examine the effect of celebrity endorser and event sponsorship on the brand image of Nu Green Tea drink products. The research population used costumers who know and have bought Nu Green Tea products with infinite numbers. Furthermore, the research sample collection technique used a purposive sampling model with the number of samples being 100 respondents. Moreover, the research data source used primary data obtained with questionnaires distributed. In addition, the research analysis technique used multiple linear regression. The research result of the classic assumption test conducted through nomality, multicollinearity, and heteroscedasticity showed that the whole variables used did not meet the specified conditions. Meanwhile, the F test result and determination coefficients, regression model of this research were feasible to use. On the other hand, the hypothesis test concluded that celebrity endorser and event sponsorship had a significant effect on brand image.