MEMBANGUN BRAND PREFERENCE MELALUI ADVERTISING DAN CELEBRITY ENDORSER (Studi Pada Konsumen Produk Lux di Carrefour-BG Junction Surabaya )

Abstract

In the era of competition is very tight, as now, many companies perform a variety of ways for brands that were created by the company to be a great choice for consumers. These efforts, among others, through advertising (advertising) in various media and also appoint a celebrity as an endorser (supporter) for the mark in any advertising. Based on that idea, hence this study aims to analyze the effects of advertising (advertising) on brand choice (brand preference) through the celebrity supporters (celebrity endorser) as a moderating variable. In this study addressed is the product brand Lux

This study used a sample of consumers Lux toilet soap brand in Carrefour-BG Junction Surabaya. Yag analysis techniques used in this study is to Structural Equation Modelling (SEM). SEM technique is used because this technique allows the testing of a series of relationships that are relatively simultaneously.

The results showed that: (1) advertising influence brand preference, (2) celebrity endorser affect brand preference, (3) celebrity endorser advertising did not affect brand preference.