STUDI EKSPERIMENTAL PENGARUH CELEBRITY ENDORSER TERHADAP BRAND RECALL MELALUI MODERASI BRAND FAMILARITY
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Keywords:
Endorser, Celebrity Endorser, Brand Recall, Brand Familiarity
Abstract
Abstrak - Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh celebrity endorser terhadap brand recall melalui brand familiarity di Surabaya. Pengolahan data menggunakan regresi logistik, tabulasi silang chi-square dan independent sampel t-test dengan SPSS 18.0 software for Windows. Hasil Penelitian ini menunjukkan adanya pengaruh celebrity endorserterhadap brand recall. Sedangkan adanya peran moderasi brand familiarity tidak terbukti.
Kata kunci: Endorser, Celebrity Endorser, Brand Recall, Brand Familiarity.
Abstract -The result of this study show the influence celebrity endorser on brand recall. While brand familiarity moderating celebrity endorser on brand recall in Surabaya rejected. This study aims to know and analysis the influence of celebrity endorser on brand recall with brand familiarity moderating in Surabaya.This research using logistic regression, chi-square crosstabs, and independent sample ttest with SPSS 18.0. Sampling techniques used in this research is experiment.
Keywords: Endorser, Celebrity Endorser, Brand Recall, Brand Familiarity
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References
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Achoiuri, M.A., dan N. Bouslama, 2010, The Effect of the Congruence between Brand Personality and Self-Image on Consumer’s Satisfaction and Loyalty: A Conceptual Framework. IBIMA Business Review Vol. 2010, pp. 1-16
Adis, AAA dan KH. Jun, 2013, Antecedents of Brand Recall and Brand Attitude towards Purchase Intention in advergames. European Journal of Business and Management Vol.5, No.18, pp. 58-67
Apejoye, A., 2013, Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention. J Mass Communicat Journalism Volume 3 No. 3. pp. 1-7
Azizi, S. dan Z. Daei, 2014, A Model of Factors Effects on Brand Identification: Evidence From Iran. Asian Academy of Management Journal, Vol. 19, No. 2, 123–139.
Balakrishnan, BK, AS. Shuaib, O. Dousin, dan P.Y. Permarupan, 2012, The Impact of Brand Placement and Brand Recall in Movies: Empirical Evidence From Malaysia. International Journal of Management and marketing Research Vol. 5. No. 2, pp. 39-52
Chi, H.K., H.R. Yeh, dan YT. Yang, The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, Volume 4, No. 1, pp. 135-144
Dobre, C., A. Dragomir, dan G. Preda, 2009, Consumer Innovativeness: A marketing Approach. Management & Marketing (2009) Vol. 4, No. 2, pp. 19-34.
Erdogan, B.Z., 1999, Celebrity Endorsement A Literature Review. Joumal of Marketing Management, 15, pp. 291-314
Freeman, KS. dan CC. Chen, 2015, Wither the Impact of Celebrity Endorsement. International Conference on Communication, Media, Technology and Design 16 - 18 May 2015. pp. 661-676
Ha, HY. dan H. Perks, 2005, Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour Vol. 4, 6, pp. 438–452
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Klipfel, JAL., AC. Barclay, dan KM. Bockorny, 2014, Self-Congruity: A Determinant of Brand Personality. Journal of Marketing Development and Competitiveness vol. 8. No. 3, pp. 130-143
Korchia, M., 2001, The Dimensions of Brand Familiarity, Proceedings from the 30th EMAC Conference, Bergen, Norway. May 2001
Magnoni F dan E. Roux, 2011, The Impact of Brand Familiarity, Branding, and Distribution strategy on Luxury Brand Dilution. Sciences Sociales & Humanies (2011), pp. 1-7
Malik, A. dan B.D. Sudhakar, 2014, Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. International Review of Management and Marketing Vol. 4, No. 4, 2014, pp.259-275
Ming, TT, HB. Ismail, dan D. Rasiah, 2011, Hierarchical Chain Of Consumer-Based Brand Equity: Review From The Fast Food Industry. International Business & Economics Research Journal, Vol. 10, No. 9, pp. 67-80
Roll, M., 2007, Asian Brand Strategy: How to Builds Strong Brands. New York: Palgrave MacMillan
Sajana K.V. dan S. Nehru, 2014, Effectiveness of Celebrity Endorsement on Brand Recognition with Special Reference to Trivandrum city, Kerala. Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668 PP 91-96
Trivedi S., 2013, Would Brand Recall Impact the Customer Buying Behavior of Mobiles. Global Journal of Management and Business Studies. Vol. 3, No. 10, pp. 1129-1134
Wei, P.S. dan H.P. Lu, 2013, An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior 29 (2013), pp. 193–201
Xia, L.H., Y. Guang, dan W. Gang, 2015, Celebrity Endorsement Problem on Social Media: Formulation, Analysis and Recommendation Algorithm. International Journal of u- and e- Service, Science and Technology Vol.8, No.1, pp.357-370
Zahaf, M. dan J. Anderson, 2008, Causality effects between celebrity endorsement and the intentions to buy. Innovative Marketing, Volume 4. No. 4, pp. 57-65
http://hot.detik.com/ diunduh pada tanggal 27/05/2016
http://industri.bisnis.com/ diunduh pada tanggal 01/03/2016
http://marketeers.com diunduh pada tanggal 01/03/2016
http://statistikceria.blogspot.co.id diunduh pada tanggal 03/06/2016
http://tekno.liputan6.com/ diunduh pada tanggal 30/05/2016
http://www.beritasatu.com diunduh pada tanggal 30/05/2016
http://www.beritasatu.com diunduh pada tanggal 27/05/2016
http://www.dokterbisnis.net/ diunduh pada tanggal 01/03/2016
http://www.kampus.marketing.co.id/endorser-dalam-iklan diunduh pada tanggal 01/03/2016
http://www.kapanlagi.com/ diunduh pada tanggal 02/06/2016
http://www.lorealparisindonesia.com/diunduh diunduh pada tanggal 02/06/2016
http://www.marketing.co.id/pengaruh-iklan-terhadap-perilaku-pembelian diunduh pada tanggal 01/03/2016
http://www.pendidikanekonomi.com
http://www.sapujagat.com/ diunduh pada tanggal 27/05/2016
http://zona-1000.blogspot.co.id/ diunduh pada tanggal 02/06/2016
https://m.tempo.co diunduh pada tanggal 27/05/2016
https://www.youtube.com diunduh pada tanggal 27/05/2016
Achoiuri, M.A., dan N. Bouslama, 2010, The Effect of the Congruence between Brand Personality and Self-Image on Consumer’s Satisfaction and Loyalty: A Conceptual Framework. IBIMA Business Review Vol. 2010, pp. 1-16
Adis, AAA dan KH. Jun, 2013, Antecedents of Brand Recall and Brand Attitude towards Purchase Intention in advergames. European Journal of Business and Management Vol.5, No.18, pp. 58-67
Apejoye, A., 2013, Influence of Celebrity Endorsement of Advertisement on Students’ Purchase Intention. J Mass Communicat Journalism Volume 3 No. 3. pp. 1-7
Azizi, S. dan Z. Daei, 2014, A Model of Factors Effects on Brand Identification: Evidence From Iran. Asian Academy of Management Journal, Vol. 19, No. 2, 123–139.
Balakrishnan, BK, AS. Shuaib, O. Dousin, dan P.Y. Permarupan, 2012, The Impact of Brand Placement and Brand Recall in Movies: Empirical Evidence From Malaysia. International Journal of Management and marketing Research Vol. 5. No. 2, pp. 39-52
Chi, H.K., H.R. Yeh, dan YT. Yang, The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management Studies, Volume 4, No. 1, pp. 135-144
Dobre, C., A. Dragomir, dan G. Preda, 2009, Consumer Innovativeness: A marketing Approach. Management & Marketing (2009) Vol. 4, No. 2, pp. 19-34.
Erdogan, B.Z., 1999, Celebrity Endorsement A Literature Review. Joumal of Marketing Management, 15, pp. 291-314
Freeman, KS. dan CC. Chen, 2015, Wither the Impact of Celebrity Endorsement. International Conference on Communication, Media, Technology and Design 16 - 18 May 2015. pp. 661-676
Ha, HY. dan H. Perks, 2005, Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour Vol. 4, 6, pp. 438–452
Keller, K.L., 2013, Strategic Brand Management:Building, Measuring, and Managing Brand Equity. Fourth Edition. USA: Pearson Education Limited
Klipfel, JAL., AC. Barclay, dan KM. Bockorny, 2014, Self-Congruity: A Determinant of Brand Personality. Journal of Marketing Development and Competitiveness vol. 8. No. 3, pp. 130-143
Korchia, M., 2001, The Dimensions of Brand Familiarity, Proceedings from the 30th EMAC Conference, Bergen, Norway. May 2001
Magnoni F dan E. Roux, 2011, The Impact of Brand Familiarity, Branding, and Distribution strategy on Luxury Brand Dilution. Sciences Sociales & Humanies (2011), pp. 1-7
Malik, A. dan B.D. Sudhakar, 2014, Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature. International Review of Management and Marketing Vol. 4, No. 4, 2014, pp.259-275
Ming, TT, HB. Ismail, dan D. Rasiah, 2011, Hierarchical Chain Of Consumer-Based Brand Equity: Review From The Fast Food Industry. International Business & Economics Research Journal, Vol. 10, No. 9, pp. 67-80
Roll, M., 2007, Asian Brand Strategy: How to Builds Strong Brands. New York: Palgrave MacMillan
Sajana K.V. dan S. Nehru, 2014, Effectiveness of Celebrity Endorsement on Brand Recognition with Special Reference to Trivandrum city, Kerala. Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668 PP 91-96
Trivedi S., 2013, Would Brand Recall Impact the Customer Buying Behavior of Mobiles. Global Journal of Management and Business Studies. Vol. 3, No. 10, pp. 1129-1134
Wei, P.S. dan H.P. Lu, 2013, An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior 29 (2013), pp. 193–201
Xia, L.H., Y. Guang, dan W. Gang, 2015, Celebrity Endorsement Problem on Social Media: Formulation, Analysis and Recommendation Algorithm. International Journal of u- and e- Service, Science and Technology Vol.8, No.1, pp.357-370
Zahaf, M. dan J. Anderson, 2008, Causality effects between celebrity endorsement and the intentions to buy. Innovative Marketing, Volume 4. No. 4, pp. 57-65
http://hot.detik.com/ diunduh pada tanggal 27/05/2016
http://industri.bisnis.com/ diunduh pada tanggal 01/03/2016
http://marketeers.com diunduh pada tanggal 01/03/2016
http://statistikceria.blogspot.co.id diunduh pada tanggal 03/06/2016
http://tekno.liputan6.com/ diunduh pada tanggal 30/05/2016
http://www.beritasatu.com diunduh pada tanggal 30/05/2016
http://www.beritasatu.com diunduh pada tanggal 27/05/2016
http://www.dokterbisnis.net/ diunduh pada tanggal 01/03/2016
http://www.kampus.marketing.co.id/endorser-dalam-iklan diunduh pada tanggal 01/03/2016
http://www.kapanlagi.com/ diunduh pada tanggal 02/06/2016
http://www.lorealparisindonesia.com/diunduh diunduh pada tanggal 02/06/2016
http://www.marketing.co.id/pengaruh-iklan-terhadap-perilaku-pembelian diunduh pada tanggal 01/03/2016
http://www.pendidikanekonomi.com
http://www.sapujagat.com/ diunduh pada tanggal 27/05/2016
http://zona-1000.blogspot.co.id/ diunduh pada tanggal 02/06/2016
https://m.tempo.co diunduh pada tanggal 27/05/2016
https://www.youtube.com diunduh pada tanggal 27/05/2016
Published
2017-03-01
Section
Bidang Manajemen (M)
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