International Journal of Social Science and Business
Volume 2, Number 2, Tahun 2018
P-ISSN : 2614-6533 E-ISSN : 2549-6409
Oleh:
Lintang Pamugar Mukti Aji, S.E., M.M
Abstrak
The purpose of this research was to analyze the effect of
celebrity endorser and attitude toward advertising on attitude toward
brand and repurchase intention. This research used design explanatory.
Population were IM3 prepaid card customers in Surakarta. The
sampling technique was convenience sampling with 100 respondents.
Techniques of data collection used observation, documentation,
questionnaires and literature study. Analysis used validity test, reliability
test, t-test, f-test, R Square test and path analysis. The results showed
that celebrity endorser significant affected on attitude toward brand.
Attitude toward advertising significant affected on attitude toward brand.
Celebrity endorser significant affected on repurchase intention. Attitude
toward advertising significant affected on repurchase intention. Attitude
toward brand significant affected on repurchase intention. Celebrity
endorser and attitude toward advertising affected on attitude toward
brand simultaneous. Celebrity endorser, attitude toward advertising and
attitude toward brand affected on repurchase intention simultaneous.
The coefficient of determination of total results (R2
) was 59,0% so
repurchase intention can be explained variable celebrity endorser,
attitude toward brand within attitude toward brand as a intervening
variables and the remaining 41.0% was explained variables outside the
model. Celebrity endorser is a proven direct and indirect effect on
repurchase intention.
Keywords:
celebrity endorser, attitude
toward advertising,
attitude toward brand and
repurchase intention
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