PENGARUH KREDIBILITAS ENDORSER DAN KREDIBILITAS PERUSAHAAN TERHADAP NIAT PEMBELIAN DENGAN PENDEKATAN DUAL CREDIBILITY MODEL

Saidi '

Sari


This study is implemented in Surakarta. The respondent are 200 people taken by purposive sampling. Data collection tool used is questionnaire by which had been tested on the validity and reliability. Data analysis method is Structural Equation Modeling (SEM). Result of this study show that (1) Advertisement model credibility (Endorser Credibility) has a positive and significant influence on advertisement-related attitude with line coefficient 0f 0.543 (p = 0.000), (2) Cooperate credibility is positive and significant on advertisement-relative attitude with line coefficient of 0.264 (p = 0.000), (3) corporate credibility has a positive and significant on product-related attitude with the line coefficient of 0.277 (p = 0.000), (4) corporate credibility has positive and significant influence on purchase intention with the line coefficient of 0.458 (p = 0.000), (5) Advertisement-related attitude has positive and significant influence on product-related attitude with line coefficient of 0.598 (p = 0.000), (6) Product-related attitude has positive and significant influence on purchase intention with the line coefficient of 0.609 (p = 0.000), and (7) Advertisement-related attitude has no influence on purchase intention with the line coefficient of 0.050 (p = 0.613).

Teks Lengkap:

1-9 (English)

Referensi


Kotler, Philip. 2003. Marketing Management. Eleventh Edition, Pearson Education International, Prentice Hall, New Yersey.

Lafferty Barbara A, and Goldsmith. 2002. "The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions", Journal of Marketing Theory and Practice I, 10, 3, p. 1.

Lamb, Charles W. 2001. Pemasaran. Buku Dua, Thomson Learning, Salemba Empat, Jakarta.

London DL., Bita, D. and Allbert J. 1903. Consumer Behavior : Concepts and Application. 4Th. Edition. New Caledonia. New York; Me Graw-Hill Inc. 1993.

Mowen, John. C. dan Michael Minor. 2001 Perilaku Konsumen. Erlangga, Jakarta.

Mulyana, Deddy. 2003. Ilmu Komunikasi: Suatu Pengantar. Remaja Rosdakarya, Bandung.

Olney Thomas J., Holbrook and Batra. 1991. "Consumer Responses to Advertising. The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time", Journal of Consumer Research, 17, p. 440.

Olson, Jerry dan J. Paul Peter. 2000. Perilaku Konsumen dan Strata Pemasaran. Eriangga, Jakarta.

Rakhmat, J. 1985. Metode Penelitian Komunikasi. Remaja Rosdakarya, Bandung.

Rakhmat, J. 2003. Psikologi Komunikasi. Edisi Revisi, Remaja Rosdakarya, Bandung.

Schhiffinan, Leon G. dan Kanuk, Leslie L. 2000. Perilaku Konsumen. Edisi Ketujuh, Indeks Group Gramedia, Jakarta.

Schlosser A.E. 1999. "Survey of Internet User Attitude Toward Internet Advertising", Journal of Interactive Marketing. 13, 3.

Sekaran U. 1992. Research Methods for Business: A Skill Building Approach. Second Edition, John Willey & Sons, New York.

Sigit, S. 2001. Metode Penelitian Bisnis dan Ekonomi. BPFE Universitas Sarjanawiyata, Yogyakarta.

Tybout, Alice M. 1994. "Consumer Psychology", Annual Review of Psychology, 45, p. 131.

Wells, W., John Burnett, and Sandra Moriarty. 2003. Advertising: principle & practice. Sixth Edition, Pearson Education International, Prentice Hall, New Yersey.


Refbacks

  • Saat ini tidak ada refbacks.

Komentar di artikel ini

Lihat semua komentar