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All Journal MIMBAR (Jurnal Sosial dan Pembangunan) Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Komunikasi : Jurnal Komunikasi Cakrawala : Jurnal Humaniora Bina Sarana Informatika Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Jurnal Pendidikan dan Konseling Jurnal Pengabdian Masyarakat Ilmu Keguruan dan Pendidikan (JPM-IKP) International Journal of Environmental, Sustainability, and Social Science Jurnal Industri Pariwisata Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Journal of Social Science
Marlinda Irwanti, Marlinda
Universitas Sahid
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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Journal : Jurnal Ilmiah Manajemen dan Bisnis (JIMB)

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An Analysis Of Communication Celebrity Endorsement On Brand Image Inge Bunga Mira Dewi; Karina Amalia Anaway; Marlinda Irwanti Poernomo; Jamalullail Jamalullail; Son Wandrial
Jurnal Ilmiah Manajemen dan Bisnis Vol 8, No 2 (2022): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v8i2.15962

Abstract

The main objective of this study is to propose a conceptual model to assess whether persuasive messages can lead to acceptance in the form of information provided by Instagram social media opinion leaders, and, also, the extent to which messages on products and services affect brand image recommended by celebrity endorsement. Communication helps managers to do their jobs and responsibilities. Communication serves as the basis for planning. Celebrity endorsement are used as a common corporate communication strategy to build brand image. Advertisers believe that the use of celebrity endorsement affects advertising effectiveness as well as on purchase intention and repurchase. The study used a quantitative approach using 241 samples from clothing consumers using multiple linear regression processed with SPSS 25. The results of this study found that there was a significant and positive influence of celebrity endorsement on clothing companies brand image. Celebrity endorsement play an important role in improving clothing companies brand image with the endorsement method carried out by celebrity endorsement proven to be able to give a positive impression on the brand image in the eyes of consumers, especially on social media Instagram.
Co-Authors Agustin Mulyono Bambang Sulistyo P Bambang Sulistyo P Deddy Muharman Devy Putri Kussanti Dian Agustine Nuriman Dian Nuriman Fatma Lestari Frengki Napitupulu Gan Gan Giantika Hayu Lusianawati Hayu Lusianawati Inge Bunga Mira Dewi Ivendriana Aprilia Jamalullail Jamalullail Karina Amalia Anaway Lestari, Puji MDD Maharani MDD Maharani Miftahol Horri Rawit Sartika Ridzki Sigit Siska Armawati Sufa Siska Armawati Sufa Siti Qonaah Son Wandrial