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ANALISIS PENGARUH KREDIBILITAS SUMBER PESAN TERHADAP MINAT BELI KONSUMEN DI KOTA PALEMBANG (STUDI KASUS ENDORSER SELEBRITI SABUN LUX)

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The set of problems of this research are 1.) How big is the influence of
endorser credibility to purchase intention on Lux soap of consumer in Palembang
city and 2.) Which variable of endorser credibility is influence the most on
purchase intention on Lux soap of consumer in Palembang city.
The result of this research by using the backward method indicate that
from the three variables of source credibility, that is attractiveness,
trustworthiness, and expertise, there is only one variable that influence statistically
to consumer purchase intention on Lux soap, and that is trustworthiness with
Pearson Correlation 0,348. Whereas attractiveness and expertise are insignificant
because each has Pearson Correlation grade -0,069 and 0,081 and so could not
being included in regression model. This research found a new regression formula
: Y = 6,667 + 0,259 X2.
Company really need to maintain the criteria and requirements on endorser
selection process, so they can create and keep the endorser credibility as the good
and positive source ofmessage, and also increasing the expertise oftheir endorser
so they can do the marketing action. PT Unilever Indonesia Tbk could do some
works to increasing the sales, because the source credibility has only several
percent on consumer purchase intention. And so, the company has to work hard to
keep their product quality on their battle with the other products in the same
categories that appear nowadays.

Availability
Inventory Code Barcode Call Number Location Status
0907000003T44525T44525Central Library (Referens)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T44525
Publisher
Inderalaya : Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xix, 127 hlm.: Ilus., tab.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
659.107
Content Type
Text
Media Type
unmediated
Carrier Type
unspecified
Edition
-
Subject(s)
Manajemen
Minat Beli Konsumen
Specific Detail Info
-
Statement of Responsibility
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No other version available

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