The Influence of Celebrity Endorser (Irfan Bachdim) Towards the Brand Image Of Pocari Sweat Based on the Perception of Isotonic Drinks Consumers in Surabaya

SURIAPUTRA, JAMES (2012) The Influence of Celebrity Endorser (Irfan Bachdim) Towards the Brand Image Of Pocari Sweat Based on the Perception of Isotonic Drinks Consumers in Surabaya. [Undergraduate thesis]

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Official URL: http://digilib.ubaya.ac.id/pustaka.php/228628

Abstract

This research is done to prove the influence of celebrity endorser (Irfan Bachdim) towards the brand image of Pocari Sweat based on the perception of isotonic drink consumers in Surabaya. The research used quantitative approach, and causal type research is causal. This research used sample characteristic as follows, all male/female whose age is ranged between 17-25 years old and domiciled in Surabaya (inhabitant), drink isotonic drinks regularly 2 times a week (minimum) with no brand criteria, and also must had watched the Pocari Sweat’s Irfan Bachdim advertisement minimum 2 times. The data is a primary data which obtained from questionnaires which was distributed to 136 resondents. In this research, the data was processed through simple linear regression and the hypothesis testing proven by a T-test. The research result indicates that celebrity endorser (Irfan Bachdim) has a significant influence towards the brand image of Pocari Sweat based on the perception of isotonic drink consumers in Surabaya

Item Type: Undergraduate thesis
Uncontrolled Keywords: Celebrity Endorser, brand image
Subjects: H Social Sciences > HF Commerce
Divisions: Academic Department > Department of MKU
Depositing User: Hari Subagijo 201031
Date Deposited: 10 Apr 2014 10:25
Last Modified: 10 Apr 2014 10:25
URI: http://repository.ubaya.ac.id/id/eprint/10377

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