Detail Inovasi Perguruan Tinggi


Tema: MANAJEMEN PEMASARAN
Judul: Influence of Celebrity Endorser, Attractiveness and Packaging Impressions on Interest in Watching Pesbukers ANTV
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0411077402

Tahun: 2018

RESEARCH OBJECTIVES is to determine the effect of Celebrity Endorser,
Impressions Attractiveness, Impression packaging and Interest in Watching of Pesbukers
ANTV Television program(1) to know the effect of Celebrity Endorser to Interest in Watch
(2) to know the effect of Impressions Attractiveness to Interest in Watch (3) to determine the
effect of Impressions Packaging to Interest in Watch (4). The number of respondents in this
study amounted to 100 respondents taken from students / I Sekolah Tinggi Ilmu Ekonomi
Kesatuan Bogor. This research data in though by using SPSS. RESEARCH METHODS used
is to use quantitative research that places the celebrity endorser, Attractiveness Impressions,
and packaging Impression as independent variable and interest in watching as a dependent
variable. With primary data used is questionnaires distributed to selected respondents and
processed the results with statistical calculations. RESULTS Y =-0,820+ + +0,353X3+
Which in this case means if the celebrity endorser is 1 (one) then the interest in watching
value will be 0,207. If the attractiveness imprression is 1 (one) then the interest in watching
will be 0,568. If the packaging impression is 1 (one) then the interest in watching will be
0,353.
Keywords: Celebrity Endorser, Attractiveness Impressions, packaging Impression, Interest
in Watching