PENGARUH PERCEIVED VALUE, CELEBRITY ENDORSER DAN ADVERTISING TERHADAP BRAND ATTITUDE (Survei pada Mahasiswi Universitas Brawijaya Pengguna Kosmetik Wardah)
Abstract
This research intends to identify the influence of Perceived Value, Celebrity Endorser dan Advertising toward Brand Attitude on wardah cosmetics. This research aims were explain (1) the influence of Perceived value on Brand Attitude, (2) ) the influence of Celebrity Endorser on Brand Attitude,(3) ) the influence of Advertising on Brand Attitude and (4) ) the influence of Perceived value, Celebrity Endorser and Avertising on Brand Attitude. The result of multiple linear regression analysis showed that : (1) Perceived Value has significant influence on the Brand Attitude proved by the resut of t value about 8.036 with significant value of 0.000 less than 0,05, (2) Celebrity Endorser has significant influence on the Brand Attitude proved by the resut of t value about 2.262 with significant value of 0.026 less than 0,05, (3) Advertising has significant influence on the Brand Attitude proved by the result of t value about 5.250 with significant value of 0.000 less than 0,05. Based on the result of this research, showed that Wardah Cosmetic should maintain of their current quality in Perceived Value. Because Perceived Value was the dominant variable with the highest value of coefficient B is 0.447.
Kеywords: Perceived Value, Celebrity Endorser, Advertising dan Brand Attitude
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Latar belakang dilakukannya penelitian ini adalah untuk mengetahui apakah peran Perceived Value, Celebrity Endorser dan Advertising dalam Brand Attitude Kosmetik Wardah. Adapun tujuan dilakukannya penelitian ini adalah untuk menjelaskan (1) pengaruh Perceived Value terhadap Brand Attitude, (2) pengaruh Celebrity Endorser terhadap Brand Attitude, (3) pengaruh Advertising terhadap Brand Attitude, dan (4) pengaruh Perceived Value, Celebrity Endorser dan Advertising secra bersama-sama terhadap Brand Attitude. Hasil analisis regresi linear berganda menunjukkan bahwa : (1) Perceived Value berpengaruh signifikan terhadap Brand Attitude dibuktikan dari nilai t hitung sebesar 8.036 dengan nilai signifikansi sebesar 0.000 yang lebik kecil dari 0.05, (2) Celebrity Endorser berpengaruh signifikan terhadap Brand Attitude dibuktikan dari nilai t hitung sebesar 2.262 dengan nilai signifikansi 0.026 yang lebih kecil dari 0.05, (3) Advertising berpengaruh signifikan terhadap Brand Attitude dapat dibuktikan dari nilai t hitung sebesar 5.250 dengan nilai siginikansi 0.000 yang lebih kecil dari 0.05. Berdasarkan hasil penelitian ini, sebaiknyan Kosmetik Wardah terus mempertahankan kualitas dalam Perceived Value. Sebab Perceived Value merupakan variabel yang berpengaruh dominan dengan nilai koefisien B terbesar yaitu 0.447.
Kata Kunci : Perceived Value, Celebrity Endorser, Advertising dan Brand Attitude
