Hudani, Iklima and Simorangkir, Deborah Nauli (2018) The Effectiveness Of The Use Of Celebrity Endorser Maudy Ayunda In L’Oreal Paris Product. Bachelor thesis, Swiss German University.

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Abstract

The objective of this thesis is to analyze the correlation between celebrity endorser towards the buying behavior of L’Oreal Paris consumers in South Tangerang and to identify in which dimension of celebrity endorser is most effective, which uses The AIDDA Model (Attention, Interest, Desire, Decision and Action) to measure the results. The result of the primary data comes from 108 respondents who filled the online questionnaire. After that, the Pearson correlation is used to analyze the relationship between celebrity endorser and buying behavior. The simple linear regression is used to analyze dimension of The AIDDA Model. The independent of this research is Celebrity Endorser and there are 2 dependent variables, which are Buying Behavior and The AIDDA Model. Analytical technique uses is descriptive analysis technique that is analysis which is description from result of research supported by theory, grouping and summarizing from respondent's profile include, age, domicile and gender. The test analysis uses Simple Linear Regression, Validity Test, Reliability Test, f Test and t Test. The result shows that there is correlation between celebrity endorser and buying behavior. Surprisingly, the celebrity endorser of L’Oreal Paris reaches stages in Interest dimension.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Integrated Marketing Communication; Celebrity Endorser; Marketing Mix; Buying Behavior; The AIDDA Model
Subjects:	H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 May 2020 14:42
Last Modified:	19 May 2020 14:42
URI:	http://repository.sgu.ac.id/id/eprint/610

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