Analisis Perbandingan Pengaruh Endorser terhadap Sikap pada Merek Shampo Sunsilk dan Shampo Pantene
DOI:
https://doi.org/10.26740/bisma.v6n1.p32-40Keywords:
endorser, brand attitude, shampooAbstract
Two big player that PT. Unilever Indonesia Tbk with the mainstay Sunsilk product and PT. Procter & Gamble that sells Pantene product stringent to supply the indonesian needs of shampoo. One of that with appearing of endorser in advertising to influence positif attitude of consumer to shampoo brand. This study used to analyzed the comparing endorser effect influence towards brand attitude (attitude toward brand) shampoo Sunsilk and shampoo Pantene in university student of Management of Economic Faculty of State University of Surabaya with 19-24 years old and 62 respondent for shampoo Sunsilk brand and 62 respondent for shampoo Pantene brand. Data were analyzed with simple linear regression.The result of research show, there are positif endorser effect toward brand attitude in both of shampoo brand whereas endorser effect toward brand attitude shampoo Sunsilk higher than endorser effect toward brand attitude shampoo PanteneReferences
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Aruman, Edhy. Kamis, 08 Desember 2011. Majalah MIX edisi Oktober 2010. Perang Komunikasi Dua Raksasa Shampoo - Pantene Vs Sunsilk (Online), (diakses 14 Mei 2012).
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Handoko, Rudolph S. 2006. Analisis Pengaruh Kredibilitas Endorser dan Kreatifitas Iklan Terhadap Efektivitas Iklan yang Mempengaruhi Sikap Terhadap Merek (Studi Kasus Iklan Televisi Pada Konsumen Sepeda Motor Honda Di Kota Semarang). Thesis tidak diterbitkan. Semarang: Program Pasca Sarjana Universitas Diponegoro.
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Herinta, Norma. 2012. Analisis Pengaruh Daya Tarik, Keterpercayaan Serta Keahlian Selebriti Endorser Terhadap Sikap Terhadap Merek (Studi Pada Konsumen Loreal Paris Smooth Intense Di Matahari Department Store Java Supermall Semarang). Skripsi tidak diterbitkan. Semarang: Fakultas Ekonomika dan Bisnis Universitas Diponegoro.
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Kamins, M. A., & Gupta (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), pp.569-586.
Kotler, Philip. (2004). Manajemen Pemasaran edisi 12 jilid 1. PT INDEKS.
Mowen, John C, dan Minor, Michael. (2002). Perilaku Kosumen, Diterjemahkan oleh Lina salim, Jakarta: penerbit Erlangga.
Ohanian, Roobina (1990), œConstruction and Validation of a Scale to Measure Celebrity Endorsers Perceived Expertise, Trustworthiness, and Attractiveness, Journal of Advertising, 19 (3), 39-52.
Percy,Larry, John R Rositter,1992, œA Model of Brand Awareness and Brand Attitude Advertising Strategies, Psycology & Marketing, Vol. 9 (4), July-August.
Peter, J. P., Olson. J. C., (1999). Perilaku konsumen dan strategi pemasaran, Edisi keempat (terjemahan). Jakarta : Erlangga.
Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36, 87-97. Di jurnal : Simmers, Damron-Martinez, & Haytko, Journal of Sport Administration & Supervision ¢ Vol. 1, No. 1, April 2009.
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Shimp, T. (2003), Advertising & Promotion: Supplemental Aspects of Integrated Marketing Communications, sixth edition, Dryden Press, New York.
Solomon, Michael R. (2002), Consumer Behavior: Buying, Having, and Being, 5th ed., New Jersey: Prentice Hall.
Sumarwan, Ujang. (2004). Perilaku Konsumen Teori Penerapannya Dalam Pemasaran. Bogor :Ghalia Indonesia.
Suryadi, Dede. 18 Juli 2011. Swa.co.id. Merek-merek Terbaik dan Istimewa, (Online), (diakses 9 Desember 2011).
Suryani, Tatik, 2008, Perilaku Konsumen : Implikasi pada Strategi Pemasaran, edisi pertama, cetakan pertama, Penerbit: Graha Ilmu, Jakarta.
Till, D Brian, Daniel.W Baack, 2005,Recall and Persuasion, Does Creative Advertising Matter ? Journal of Advertising, Vol.34 No.3. Fall 2005.
Aruman, Edhy. Kamis, 08 Desember 2011. Majalah MIX edisi Oktober 2010. Perang Komunikasi Dua Raksasa Shampoo - Pantene Vs Sunsilk (Online), (diakses 14 Mei 2012).
Belch, George E., & Michael A. Belch. 2009. Advertising & Promotion: An Integrated Marketing Communication Perspective. USA: McGraw-Hill Inc.
Byrne, A., Whitehead, M. & Breen, S. 2003. The naked truth of celebrity endorsement. British Food Journal, 105(4/5), 288-296.
Clow, Kenneth E, & Baack, Donald. (2007). œIntegrated Advertising, Promotion, and Marketing Communications. Pearson. USA.
Engel, J.F., R.D, Blackwell., and P.W, Miniard, 1995. Perilaku Konsumen . Edisi Keenam. Jilid II. Jakarta: Binarupa Aksara.
Ferrinadewi Ema, 2008, Merek & Psikologi Konsumen, edisi pertama, cetakan pertama, Penerbit: Graha Ilmu, Yogyakarta.
Guruh, A.S. Selasa, 26 Oktober 2010. Swa.co.id. Menganalisa Persaingan Pasar Antara Produk Shampoo PT Unilever Indonesia Tbk œSunsilk dan PT P&G Indonesia œPantene(Online),(diakses 9 Desember 2011).
Handoko, Rudolph S. 2006. Analisis Pengaruh Kredibilitas Endorser dan Kreatifitas Iklan Terhadap Efektivitas Iklan yang Mempengaruhi Sikap Terhadap Merek (Studi Kasus Iklan Televisi Pada Konsumen Sepeda Motor Honda Di Kota Semarang). Thesis tidak diterbitkan. Semarang: Program Pasca Sarjana Universitas Diponegoro.
Hardiman, Ima. (2006). 400 istilah pr, media & periklanan. Jakarta : Gagas Ulung.
Herinta, Norma. 2012. Analisis Pengaruh Daya Tarik, Keterpercayaan Serta Keahlian Selebriti Endorser Terhadap Sikap Terhadap Merek (Studi Pada Konsumen Loreal Paris Smooth Intense Di Matahari Department Store Java Supermall Semarang). Skripsi tidak diterbitkan. Semarang: Fakultas Ekonomika dan Bisnis Universitas Diponegoro.
Howard, D. R. and Lankford, S. V.(1994). Developing a Tourism Impact Attitude Scale, Annuals of Tourism Research, Vol. 21, No. 3, pp.121-139.
Kamins, M. A., & Gupta (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), pp.569-586.
Kotler, Philip. (2004). Manajemen Pemasaran edisi 12 jilid 1. PT INDEKS.
Mowen, John C, dan Minor, Michael. (2002). Perilaku Kosumen, Diterjemahkan oleh Lina salim, Jakarta: penerbit Erlangga.
Ohanian, Roobina (1990), œConstruction and Validation of a Scale to Measure Celebrity Endorsers Perceived Expertise, Trustworthiness, and Attractiveness, Journal of Advertising, 19 (3), 39-52.
Percy,Larry, John R Rositter,1992, œA Model of Brand Awareness and Brand Attitude Advertising Strategies, Psycology & Marketing, Vol. 9 (4), July-August.
Peter, J. P., Olson. J. C., (1999). Perilaku konsumen dan strategi pemasaran, Edisi keempat (terjemahan). Jakarta : Erlangga.
Rao, A. R., & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36, 87-97. Di jurnal : Simmers, Damron-Martinez, & Haytko, Journal of Sport Administration & Supervision ¢ Vol. 1, No. 1, April 2009.
Riyanto, Makmun. 2008. Analisis Faktor yang Mempengaruhi Efektifitas Iklan dan Implikasinya Terhadap Sikap Merek (Studi Kasus Pada Iklan Ponds di Kota Semarang), Thesis tidak diterbitkan. Semarang: Program Pasca Sarjana Universitas Diponegoro
Toyn, Frans M. 2005. Marketing Selebritis: Selebritis dalam Iklan dn Streategi Selebritis Memasarkan Diri Sendiri. Jakarta: PT. Elex Media Komputindo.
Schiffman, Leon G. Dan Knuk, Leslie Lazar. (2010). Consumer Behavior, Tenth edition. Prentice Hall. September 2011. Indonesian Comercial Newsletter(ICN). Industri Shampoo Pertumbuhannya Lambat,(diakses 14 Mei 2012).
Shimp, T. (2003), Advertising & Promotion: Supplemental Aspects of Integrated Marketing Communications, sixth edition, Dryden Press, New York.
Solomon, Michael R. (2002), Consumer Behavior: Buying, Having, and Being, 5th ed., New Jersey: Prentice Hall.
Sumarwan, Ujang. (2004). Perilaku Konsumen Teori Penerapannya Dalam Pemasaran. Bogor :Ghalia Indonesia.
Suryadi, Dede. 18 Juli 2011. Swa.co.id. Merek-merek Terbaik dan Istimewa, (Online), (diakses 9 Desember 2011).
Suryani, Tatik, 2008, Perilaku Konsumen : Implikasi pada Strategi Pemasaran, edisi pertama, cetakan pertama, Penerbit: Graha Ilmu, Jakarta.
Till, D Brian, Daniel.W Baack, 2005,Recall and Persuasion, Does Creative Advertising Matter ? Journal of Advertising, Vol.34 No.3. Fall 2005.
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Published
2018-06-04
How to Cite
Rosi, F., & Andjarwati, A. L. (2018). Analisis Perbandingan Pengaruh Endorser terhadap Sikap pada Merek Shampo Sunsilk dan Shampo Pantene. BISMA (Bisnis Dan Manajemen), 6(1), 32–40. https://doi.org/10.26740/bisma.v6n1.p32-40
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