Work

Influence of Celebrity Endorser Raisa Andriana in Advertisement on Magnum Ice Cream Brand Image on the Transmart Costumers

Year: 2018

Type: preprint

Abstract: This study is aimed to determine the effect of Raisa Adriana celebrity endorser in Magnum ice cream brand image advertising on the consumer of Transmart Carrefour Plaza Medan Fair. The study was conducted at Transmart Carrefour Plaza Medan Fair in 2016. The data used in this study was primary data in the form of interviews and questionnaires which distributed to the 138 research respondents. The data were analyzed by simple regression where the hypothesis was tested by using the coefficient of determination and partial test. Moreover, the data was processed by SPSS application. The results showed that the celebrity endorser Raisa Adriana have a positive and significant effect to brand image of Magnum ice cream at Transmart Carrefour Plaza Medan Fair customers.

DOI: 10.31227/osf.io/q4z2d

Authors: Ruri Sabdillah, Rahmat Hidayat, Dewi Shinta Wulandari Lubis, Wardayani

Institution: Sekolah Tinggi Ilmu Manajemen Sukma

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W4289753480

Cites: 7

Cited by: 10

Related to: 10