PENGARUH CELEBRITY ENDORSER RISA SUSEANTY TERHADAP CITRA SEPEDA MERK WIM CYCLE (SURVEI PADA IKATAN SPORT SEPEDA INDONESIA DI TEMANGGUNG)

DENNY IRAWAN SANJAYA, NIM. 08730046 (2015) PENGARUH CELEBRITY ENDORSER RISA SUSEANTY TERHADAP CITRA SEPEDA MERK WIM CYCLE (SURVEI PADA IKATAN SPORT SEPEDA INDONESIA DI TEMANGGUNG). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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