PENGARUH KREDIBILITAS, DAYA TARIK, DAN KESESUAIAN SELEBRITI SEBAGAI ENDORSER PADA HONDA

Abstract

This research is meant to find out the influence of the selection of celebrity as the endorser at advertisement of Honda Vario 125 in television to the brand personality. The selection of celebrity consists of the credibility of celebrity, the attractiveness of the celebrity and the appropriateness of the celebrity. The population is all customers who have ever visited MPM Honda to purchase Honda Vario Techno 125 or just sight-seeing and conducting motorcycle maintenance. The sample collection technique has been conducted by using accidental sampling. The sample collection methods has been done by selecting anyone who meets the researcher at MPM Honda and he is considered appropriate to be used as sample, the numbers of samples are 100 respondents. The data analysis technique has been carried out by using multiple linear regressions method. The result of test shows that the credibility of the celebrity, the attractiveness of the celebrity and the appropriateness of the celebrity have significant and positive influence to the brand personality. Based on the coefficient value of partial determination, it shows that partially the attractiveness of the celebrity is the variable which has dominant influence to the brand personality.
Keywords: The credibility of celebrity, the attractiveness of the celebrity and the appropriateness of the celebrity, brand personality