PENGARUH CELEBRITY ENDORSER, BRAND AWARENESS DAN HARGA PRODUK TERHADAP MINAT BELI MIE SUKSESS (STUDI EMPIRIS PADA PENDUDUK KECAMATAN PINANG-KOTA TANGERANG)

Iwan, Kaman Nainggolan
2017 unpublished
PT. Wings Food, newest product namely Noodle Successfully, in June 2015, with a portion of more and more pronounced condiments. Successfully noodles contains two pieces in each pack. That is, offering more servings with a noticeably more seasoning, this is the second brand after successful noodle noodles Sedaap issued, the company is using the artist Sule and Maya Septha to support its advertising. This study aims to determine the effect of the Celebrity endorser Sule and Maya Septha, Brand
more » ... a Septha, Brand awareness and product prices on the establishment of Mie Successfully Buying interest in the sub-city Pinang Tangerang. The analytical method used is descriptive analysis and multiple linear regression analysis. The number of samples taken 100 respondents, sampling techniques using non-probability sampling, with a purposive sample technique, the sampling technique in which elements of the population are chosen with consideration of researchers and questionnaire Likert scale method, to obtain the data, the unit of analysis is all the district community Pinang-Tangerang city that has watched the advertisement Mie Successfully. The research results of multiple regression analysis showed that there is a positive and significant influence between the variables Celebrity endorser, Brand awareness and product prices to the formation of variable Mie Successfully Buying interest. Based on t test results, the variable most dominant influence in shaping the Mie Successfully Buying interest is Brand awareness.
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