Study of Consumer Attitudes Toward Television Advertising Using Celebrity Endorser

Asmirandi Noor Hudha, Anas Hidayat

Abstract

This research analyzed how the attractiveness of a celebrity endorser is able to influ-ence customers’ brand choice behavior and how customers perceive celebrity-based television advertising. The study is based on an empirical research approach, which use a convenience sample of 150 students who lives in Yogyakarta. The respondents rate the attractiveness of ce-lebrity-based on television advertising and the influence of celebrity-based television advertis-ing on consumers’ brand choice behavior. The sample of advertisement in this research is XL television advertising which is featuring Raffi Ahmad, a famous celebrity. The data evaluated by using several statistical techniques, including Descriptive analysis, and Analysis of Variance (One Sample t-Test) Based on the research findings and the analysis, it is proved that the ce-lebrity-based television advertising has positively attracted the consumers. As a consequence, this response significantly influences the consumers’ brand choice behavior. It can be con-cluded that the attractiveness of celebrity-based on television advertising is likely to have a positive relationship to consumers and celebrity-based television advertising is likely to have a positive influence toward consumers’ brand choice behavior.

Keywords:    celebrity concept, power of celebrity endorsement, attitude towards the ad and brand, endorser selection criteria

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JURNAL SIASAT BISNIS (JSB)
ISSN 0853-7666 (print), 2528-7001 (online)

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Management Development Centre (MDC)
Faculty of Economics, Universitas Islam Indonesia
Condongcatur, Depok, Sleman, Yogyakarta
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