TY  - THES
N1  - M. Mahfud, S.Sos.I, M.Si
ID  - digilib16655
UR  - https://digilib.uin-suka.ac.id/id/eprint/16655/
A1  - DENNY IRAWAN SANJAYA, NIM. 08730046
Y1  - 2015/05/19/
N2  - This research intends to see the amount of the significance of celebrity endorser,
Risa Suseanty, on the image of bicycle brand, Wim Cycle. Celebrity endorser who is a
public figure (actor, athlete, or entertainer) has certain appeals which often make him/
her become the icon of a company, an advertisement or a product. This research
attempts to study the influence of celebrity endorser on the product image through the
influence of RisaSuseanty as the celebrity endorser of a brand of bicycle,
WimCycle.The aim of the research is to answer the research question: How much is
the influence of celebrity endorser on Wim Cycle brand?s image? This research is a
quantitative research. The research began with a hypothesis indicating that there is
influence of celebrity endorser on the image of Wim Cycle. The research method
employed to answer the research question was survey.
The survey was conducted to 151population who were the members of ISSI
(Ikatan Sport Sepeda Indonesia- Indonesian bicycle sport association) in Temanggung.
The sampling technique that was employed was non-random sampling. The research
instrument which was used was in the form of questionnaire. The questionnaire
consisted of question items involving celebrity endorser and brand image variables.
The data which were collected were then analyzed using simple linear regression
formula (Y= a+bX). From the analysis of data, the findings showed that there was an
influence of RisaSuseanty on the image brand of Wim Cycle. This result confirmed the
hypothesis of the research. The influence was positive and significant, according to
ISSI community in Temanggung. The value of the influence was 0,355, which
represented the fact that approximately 35,5% of the brand image variable could be
explained by the celebrity endorser variable containing three indicators, namely
attraction, credibility and expertise.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Keywords: celebrity endorser
KW  -  image
KW  -  RisaSuseanty
KW  -  Wim Cycle
KW  -  ISSI
M1  - skripsi
TI  - PENGARUH CELEBRITY ENDORSER RISA SUSEANTY TERHADAP
CITRA SEPEDA MERK WIM CYCLE
(SURVEI PADA IKATAN SPORT SEPEDA INDONESIA DI TEMANGGUNG)
AV  - restricted
ER  -