The Effect of Brand Image, Ad Creativity, Credibility of Celebrity Endorsers and Communication Media on the Effectiveness of Advertising Telkomsel Products

Agnes Dwita Susilawati, Faiz Irsyad Prasetyo (), M. Andi Budiyanto, Deddy Prihadi and Panji Ade Purwanto
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Agnes Dwita Susilawati: Universitas Pancasakti Tegal
Faiz Irsyad Prasetyo: Universitas Pancasakti Tegal
M. Andi Budiyanto: Universitas Pancasakti Tegal
Deddy Prihadi: Universitas Pancasakti Tegal
Panji Ade Purwanto: Universitas Pancasakti Tegal

A chapter in Proceedings of the International Conference on Global Innovation and Trends in Economics and Business (ICOBIS 2022), 2023, pp 67-73 from Springer

Abstract: Abstract The objective of this research is to determine: 1) To determine the impact of brand image on the efficacy of advertising. 2) Determine the relationship between advertising originality and advertising effectiveness. Determine the impact of celebrity endorser credibility on the advertisement efficacy. To determine the impact of communication channels on the efficacy of advertising. 5) Determine the effects of brand image, advertising innovation, the credibility of celebrity endorsers, and communication medium on the efficacy of Telkomsel product promotion among Pancasakti Tegal University Students. This study's population consisted of students at Pancasakti Tegal University who used Telkomsel products. One hundred respondents were sampled using purposive sampling, and data were analyzed using classical assumption tests, multiple linear regression analysis, the F test, the T test, and the coefficient of determination. 1) Brand image has a favorable and statistically significant impact on the efficacy of advertising for Telkomsel goods. 2) Advertising inventiveness has a favorable but not statistically significant influence on the efficacy of Telkomsel product advertising. 3) The credibility of celebrity endorsers has a favorable and substantial impact on the efficacy of advertising. 4) Communication mediums have a favorable but insignificant impact on the efficacy of Telkomsel product promotion. 5) Brand image, advertising innovation, celebrity endorser credibility, and communication medium all influence the success of Telkomsel product commercials simultaneously.

Keywords: Brand image; advertising creativity; credibility of endor selebrity; communication media and Advertising Effectiveness (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-068-8_6

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