%A NIM. 10730076 WAHYU OKTANA HENDRA 
%O Pembimbing :  Rama Kertamukti, M.Sn


%T PENGARUH SELEBRITI IKLAN IM3
VERSI JKT48 TERHADAP MINAT BELI MENURUT MODEL VISCAP
(SURVEY PADA SMA NEGERI 7 YOGYAKARTA)

%X The fast growing of advertising industry ignites binding rivalry between
companies in selling their products. Provider company such as Indosat is one of
those companies which continuosly competes to achieve maximum sales. One of
efforts to achieve this goal is by showing celebrity to endorse the promotion of the
product, in order to get targeted buyer.
This quantitative research examines the influence of celebrity in IM3
advertisement, JKT48 version, as the free variable. The bonding variable is the
interest to buy from SMA N 7 Yogyakarta students. This research applies VisCAP
theory, which is important concept in defining celebrity figure.
Through the description and interpretation towards the result of the
research, as well as the extrapolation towards the hypothesis test, this research
reveals that there is positive influence of the showing of celebrity in IM3
advertisement JKT48 version to the students’ interest to buy IM3 product. This
positive influence is shown by the result number from T test, which accepts X3
and X4 variables as the positive influence of the IM3 advertisement JKT48
version to the students’ interest to buy, with the number 0,417 (X3) and 0,02
(X4). X1 variable with the number 0,945 and X2 variable with the number 0,929
are stated not to have positive influence.

%K Keyword : Advertisement, Celebrity,VisCap Model, Buying Interest
%D 2014
%I UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA
%L digilib15039