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

Ruri Sabdillah, Rahmat Hidayat, Dewi Shinta Wulandari Lubis and , Wardayani

No q4z2d, INA-Rxiv from Center for Open Science

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.

Date: 2017-10-03
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Persistent link: https://EconPapers.repec.org/RePEc:osf:inarxi:q4z2d

DOI: 10.31219/osf.io/q4z2d

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