This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
Comparison on ads or not? Influence of Referent on Advertising EffectivenessWaqas Tariq
This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.
Comparison on ads or not? Influence of Referent on Advertising EffectivenessWaqas Tariq
This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.
There has been constant and intense competition by organizations through the use of advertisement
as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different
organizations. Market researchers argue that these advertisements are still important in attracting consumers to
a certain brand, however critics believe it’s becoming less effective
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
An Analysis of the Phenomena That Have Led Some Philosophers to Introduce the...inventionjournals
The standpoint that all observable phenomena in the universe are fitting inestimable material for science if they are studied by the scientific method is basically positivistic. All things and facts which can be immediately learned by observation, together with their relationship and uniformities which is discoverable by reason without exceeding the limit of empirical observation, are designated as positivism. In positivism the belief in the sensory observation of empirical phenomena, that is empiricism – therefore plays a predominant part. Methodologically therefore positivism is in controversial opposition to the metaphysical abstraction of traditional of traditional philosophy. The term metaphysical is applied to everything that aims to go beyond the sphere of empiricism and seek the hidden essence of phenomena or the ultimate cause of things
The Effect Of Economic Value Added And Earning Per Share To Stocks Return (Pa...inventionjournals
: The purpose of this study is to examine the effect of Economic Value Added (EVA) and Earning per Share (EPS) on stocks return. This study was taken because there are still differences between the research study with each other. This research was conducted using secondary data. Population in this research was a with time company incorporated in the index LQ 45 in Indonesian Stock Exchange period 2013-2014. Sampling technique using was purposive sampling. There are 21 companies to analyzed. This study using multiple regression with panel data. Results shows that Economic Value Added (EVA) have positive significant effect on Stock Return, while Earning Per Share (EPS) also have positive significant on Stock Return. Adjusted R Square value was 0,395091 means 39,50% can explained by the independent variable, while 60,50% are influenced by the other variables which have not been included in the research model.
An investigation into the antecedents of organizational citizenship behaviors...inventionjournals
The purpose of this research was to test and empirically analyze the effect of commitment, culture, and organizational support on Organizational Citizenship Behavior. The mediating role of job satisfaction. The design of this research using survey method with the collection of data in cross-section through the questionnaire. Simple random sampling is used on 200 employees, hypothesis testing using Structural Equation Modeling (SEM). This study provides evidence that commitment, culture and organizational support is a positive and significant effect on the job satisfaction. The other causality shows that organizational commitment and organizational support is a positive and significant effect on the Organizational Citizenship Behavior. The organizational culture and job satisfaction is positive but not significant effect on Organizational Citizenship Behavior. Job satisfaction is not a mediating role in explaining the effect of commitment, culture and organizational support on Organizational Citizenship Behavior. The practical implications of this research provide increased knowledge and understanding of the employees and the management to make changes in Organizational Citizenship Behavior of the Islamic banking employees to the good direction through organizational commitment and organizational support. The limitations of this study on the sample size using only permanent employees and the Islamic Banks just so limit the ability to generalize the results of the research findings. Originality of research provides basic configuration modeling development towards using SEM and conceptual models that proved the effect of commitment, culture and organizational support to increased Organizational Citizenship Behavior to employees-good direction by entering the job satisfaction
There has been constant and intense competition by organizations through the use of advertisement
as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different
organizations. Market researchers argue that these advertisements are still important in attracting consumers to
a certain brand, however critics believe it’s becoming less effective
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
An Analysis of the Phenomena That Have Led Some Philosophers to Introduce the...inventionjournals
The standpoint that all observable phenomena in the universe are fitting inestimable material for science if they are studied by the scientific method is basically positivistic. All things and facts which can be immediately learned by observation, together with their relationship and uniformities which is discoverable by reason without exceeding the limit of empirical observation, are designated as positivism. In positivism the belief in the sensory observation of empirical phenomena, that is empiricism – therefore plays a predominant part. Methodologically therefore positivism is in controversial opposition to the metaphysical abstraction of traditional of traditional philosophy. The term metaphysical is applied to everything that aims to go beyond the sphere of empiricism and seek the hidden essence of phenomena or the ultimate cause of things
The Effect Of Economic Value Added And Earning Per Share To Stocks Return (Pa...inventionjournals
: The purpose of this study is to examine the effect of Economic Value Added (EVA) and Earning per Share (EPS) on stocks return. This study was taken because there are still differences between the research study with each other. This research was conducted using secondary data. Population in this research was a with time company incorporated in the index LQ 45 in Indonesian Stock Exchange period 2013-2014. Sampling technique using was purposive sampling. There are 21 companies to analyzed. This study using multiple regression with panel data. Results shows that Economic Value Added (EVA) have positive significant effect on Stock Return, while Earning Per Share (EPS) also have positive significant on Stock Return. Adjusted R Square value was 0,395091 means 39,50% can explained by the independent variable, while 60,50% are influenced by the other variables which have not been included in the research model.
An investigation into the antecedents of organizational citizenship behaviors...inventionjournals
The purpose of this research was to test and empirically analyze the effect of commitment, culture, and organizational support on Organizational Citizenship Behavior. The mediating role of job satisfaction. The design of this research using survey method with the collection of data in cross-section through the questionnaire. Simple random sampling is used on 200 employees, hypothesis testing using Structural Equation Modeling (SEM). This study provides evidence that commitment, culture and organizational support is a positive and significant effect on the job satisfaction. The other causality shows that organizational commitment and organizational support is a positive and significant effect on the Organizational Citizenship Behavior. The organizational culture and job satisfaction is positive but not significant effect on Organizational Citizenship Behavior. Job satisfaction is not a mediating role in explaining the effect of commitment, culture and organizational support on Organizational Citizenship Behavior. The practical implications of this research provide increased knowledge and understanding of the employees and the management to make changes in Organizational Citizenship Behavior of the Islamic banking employees to the good direction through organizational commitment and organizational support. The limitations of this study on the sample size using only permanent employees and the Islamic Banks just so limit the ability to generalize the results of the research findings. Originality of research provides basic configuration modeling development towards using SEM and conceptual models that proved the effect of commitment, culture and organizational support to increased Organizational Citizenship Behavior to employees-good direction by entering the job satisfaction
The Analysis of BPJS Surgery Price in Inpatient Room Army Hospital Based on A...inventionjournals
This study aims to identify and analyze how the determination of rates surgical inpatient unit at the hospital under Kesdam VII / Wirabuana Makassar using Activity Based Costing System (ABC), ATP and WTP. This is a descriptive study conducted at Hospital Level II Pelamonia from May to July 2015. The study population was all the financial transactions of the hospital during the year 2014 (for the analysis of 2015) and patients in the inpatient unit of the Army Hospital Kesdam VII/Wirabuana the RS Tk II Pelamonia Makassar. The samples were all financial transactions of the hospital during the year 2014 (for the analysis of 201 ) obtained in general , finance , equipment , administration , all poly hospitals , and hospitalization , as well as 60 patients in inpatient hospital Army Kesdam VII / Wirabuana. ABC analysis using Microsoft Excel and the ATP and WTP analysis using SPSS. ABC analysis found that the actions of Rp.353.352 Surgery Small, Medium Surgerys for Rp.718.157, Surgery Big amounted Rp.3.825.003 and Advanced Surgerys for Rp.12.419.154. Analysis found that the rate is based on ATP Small surgery rates can be paid by all classes ranging from Class VIP, Class I, Class II and Class III. Surgery Medium rate can also be paid by all classes ranging from Class VIP, Class I, Class II and Class III. The surgery rate of the patient can only be paid VIP class. Advanced Surgerys and rate can not be paid by all classes ranging from Class VIP, Class I, Class II and Class III. Analysis found that the rate is based on WTP Small Operating rates can only be paid by the VIP class. Surgery Medium rate can not be paid by all classes ranging from Class VIP, Class I, Class II and Class III. Rate of the surgery can not be paid by all classes ranging from Class VIP, Class I, Class II and Class III. Advanced Surgerys and rate can not be paid by all classes ranging from Class VIP, Class I, Class II and Class III. Price Rational Analysis on the Surgery Room rates based ABC, ATP and WTP patient is where the Small surgerys amounted to 400,000, amounting Rp.1.250.000 Surgery Medium, Large Surgery of Rp.4.000.000 and Advanced Surgerys for Rp.12.500.000, -
Philosophy as the study of results of special sciencesinventionjournals
There is not unanimity amongst philosophers as what philosophy actually studies. Various schools of thought exist. As a consequence one school of thought represented by Herbert Spencer states that philosophy is not an individual science but that it studies the sumtotal of the truths of the individual sciences, giving a kind of universal truth arrived at by means of and through a systematic synthesis of various sciences. This then forms the subject – matter of this journal article.
Risk Perception Of Turkish Helicopter Pilots And The Relationship Between The...inventionjournals
:Aircraft and flight system accidents due to human error sare more common than accidents due to mechanical failure. This study aims to determine the risk perception of Turkishhelicopterpilots and the relationship between their flight experience decision making styles. In this context, the analyses are conducted among helicopter pilots flying in accordance with general aviation rules. In this context, analyses are conducted with the participation of helicopter pilots flying according to general aviation rules (n=308) in Turkey. In the light of these analyses, it is seen that there is a relationship between the risk perceptions and decision making styles of the pilots. Also, there are considerable differences found between the flight hours and decision making styles of the pilots. However, there are no significant differences between the ages and the decision making styles. The results are discussed in comparison to the studies in the literature.
Assessment of Plantation Sector Contribution to the Economic Growth in North ...inventionjournals
Plantation sector as the most important sector of the Indonesian economy which holds a lot of potentials for the future economic and income development of the nation. This research aimed at finding the contribution of plantation sector toward economic growth in North Sumatra using Social Accounting Matrix (SAM) analysis. A SAM can be used as a basis for an economy-wide model with several appealing features. It represents a very general accounting model, which subsumes all possible ‘real-life’ national accounting systems. Based on the SAM analysis it was found that plantation sector gives a significant influence on economic growth in North Sumatra, Indonesia. The biggest contribution comes from palm oil and its manufacturing such as CPO, vegetable oil and other similar product. Moreover, Plantation sector also give a significant influence to the household income. This can be showed from HIM of palm oil which reached IDR 1,4348 billion, followed by CPO, vegetable oil and similar product that reached IDR 1,3668 billion. In addition, Rubber oil reached IDR 1, 3628 billion that also categorized high.
Total quality in teaching and school effectiveness as tools of Administration...inventionjournals
School effectiveness is a different approach to achieve quality in the organization and administration of education. The quality of teaching in classrooms is inextricably linked to the effectiveness of the school unit, as teaching directly affects one of the most important interest groups in education: students. The quality of learning is influenced both by school environment and the activities in which student are involved. The purpose of this research is to investigate the opinion of students on teaching and on the school culture. This opinion can be used in order to create the appropriate school climate with a view to achieving quality in the organization and in the administration of the school unit. This research is original and innovative as it correlates the views of students with the implementation of total quality management (TQM) in the school unit.
Special conceptual problems and challenges which emerge when the regional sys...inventionjournals
This article specifically studies certain particular conceptual problems and challenges that emerge when the regional system is regarded as the focal point in a study of Africa in international politics then making the study special in various ways.
Maqhashid Sharia in Clean Water Financing Business Model at Islamic Bank inventionjournals
The aim of paper is to find out the effectiveness of feasibility financing intervention without collateral at clean water financing business model at Islamic Bank. The method on this paper uses a qualitative approach which support by quantitative data of water financing during period June 2013 till July 2015. Nevertheless, discussion on this paper limited by questions: (i) What the links between Islamic banking with microfinance; (ii) What clean water financing Business Model at Islamic Bank?; (iii) What the risk management required for expand clean water financing portfolio?; (iv) How many the clean water financing has been realizing and the qualities of the financing among June 2013 until July 2015?. The role of Islamic Bank as the organization which has a mission not only achieve financial performance, but also social performance, therefore, Islamic Bank provides clean water financing to poor people with appropriate risk management (“al-ghorm bill ghonm” and “al-kharaj bill Daman”). Feasibility financing analysis for clean water financing needs the intervention to give solution for the poor people whose don’t have collateral as the financing required. The most important in the feasibility analysis for clean water financing is the character of the candidate which can access through credit bureau tools of central Bank. The findings of this research are with intervention feasibility analysis approach for clean water financing, the disbursement of clean water financing in the period June 2013 till July 2015 has reached 2281 clients with outstanding Rp2.296.579.363,- and have good quality which means no arrears of installment. In addition, to achieving massive impact for clean water financing needs the role of government to provide financing insurance as the mandatory facilities in clean water financing business model.
The Evaluation of Smartphone Brand Choice: an Application with The Fuzzy Elec...inventionjournals
The purpose of our study is to measure consumers’ evaluation of purchasing smartphones while considering the most effective criteria on buying smartphones. We consider top five smartphone brands that mostly comes into mind. First, we carried out a preliminary examination to determine the top five brands favoured by consumers. Furthermore, we asked about consumers’ smartphone choosing criterias. Findings of the preliminary examination showed that the most preferred brands are Samsung, Apple, LG, HTC and Sony, respectively. The effective criteria in consumer preferences are noted as price, screen size, heaviness, ease of use, resolution, design and durability. Our main sample consisted of 250 students at Gazi University, Ankara. We used fuzzy ELECTRE I method to analyse the data. Considering seven criteria, we found that consumers firstly prefer Samsung, secondly iPhone and thirdly LG
Audit Response to Money Laundering by Financial Institutions: An Economic Per...inventionjournals
This article focuses on the interplay between a corporation (its executives and managers) and auditors in the presence of an opportunity to launder funds. Auditor responsibilities to detect illegal acts are significantly different than their responsibilities to detect fraud. In addition the changing audit and business environment conspire to complicate the role of the auditor. The paper begins with a discussion of crime by organizations. This is followed by a review of auditor responsibilities to detect irregularities and illegal acts. Economic theory is then used to analyze auditor payoffs and incentives related to client money laundering activities. The paper concludes with recommendations for both practice and future research.
Local Government Grants And Sme Performance, Evidence From Surakarta City, In...inventionjournals
This study analyzes effects of government direct spending to Small and Medium Entreprises (SME). Some scholars and policy makers belief that government should issues several industrial policies to strengthen SME performance. This study analyzes those policies in Surakarta city. In this study, we assess the effect of local government direct spending to SME such as, capital grants and low rate loan to their business performance. We conduct survey which involved 500 SME in manufacturing. Our resuls shows that capital grants and loan policy by local government in Surakarta has positive effect to SME assets, capital and turnover. This study shows that capital grant is more effective compare to other government assistance such as equipment grants and loan to increase SME’s business performance. In this study, industrial policy for SME is not limited to business regulation but it also include direct assistance from local government for these business organizations.
Linking leadership style, organizational culture, motivation and competence o...inventionjournals
This research aims to analyze empirically the influence of leadership style, organizational culture, motivation, and competencies on civil servants performance in mediation is job satisfaction. The design of this research using survey method with the collection of the data in cross-section through the questionnaire. Determination of a sample using simple random sampling with the total number of respondents as much as 265 employees. Methods of analysis of data used in hypothesis testing are the analysis moments of structures. This research provide evidence that leadership style, organizational culture and competence of a positive and significant effect on the job satisfaction, while the negative effect of motivation but Significantly to job satisfaction. Then the leadership style and organizational culture is positive but not significant effect on civil servants performance and motivation as well as competence and job satisfaction the positive and significant effect on the civil servants performance. Job satisfaction is not as mediating variable in explaining the effect of leadership styles and organizational culture on the civil servants performance, while on the other mediation of job satisfaction testing proved to be a full mediation in analyzing the effect of motivation and competencies on the civil servants performance.
Exploring the Impact of the use of Business Information systems BIS on the or...inventionjournals
Business Information System BIS is considered as a critical tool, which has a major supporter of the economy which use BIS in an effectively manner. Organizations marked experiencing and acceleration towards the use of BIS to support its operations in order to improve performance and achieve superiority over competitors, which is reflected in the organizational effectiveness. This study aims to identify the impact of the use of Business Information Systems BIS on the organizational performance effectiveness in banks in Jordan. The study population are all (23) banks in Jordan. The study instrument distributed a (42) questionnaire to all senior directors in the banks, The questionnaires were analysed using regression, correlation analysis in order to determine the impact of business information systems BIS and its dimensions as an independent variable on the organizational performance effectiveness which is dependent variable in banks in Jordan.. The study outcomes shown that business information system BIS adoption would increase organizational performances, and offering practical suggestions that may ensure the achievement of the objectives to be accomplished by using BIS contributing to organisational effectiveness. Beside, effective use of BIS in banks would maximizing the total value to financial performance. Also Banks in Jordan gives great importance to the use of BIS significantly, in the belief that they contribute to improving the competitive position.
An Assessment of Impact of Some Demographic Variables on Traveling Behavior o...inventionjournals
A logistic regression model has attempted for determining the potential determinants of traveling habit of Dhaka city dwellers. The regression parameters were estimated by Newton-Raphson iteration procedure. Occupation, Income, Age, Marital status, Sex, Family size and Education were found to have significant impact on traveling behavior.
Corporate Social Responsibility Model Based On “Tri Hita Karana” Cultureinventionjournals
This research was conducted with the background of the CSR activities that are usually done by the company including the BPR industry. So far, CSR has not been adjusted to the values of local wisdom. One of the values of local wisdom in Bali that can be adopted by companies is the cultural value THK. Therefore, this study has the objective to explain the model of CSR-based cultural values THK. This study used a qualitative approach using key informants are stakeholders of the BPR industry, consisting of: the director of BPR, BPR commissioner, banking analyst, cultural experts, and academics. The number of informants there are as many as 15 people. The results showed that the BPR in Bali has implemented CSR activities such as: providing funding punia to pretend, to invite employees to tirta yatra, took off in the days of Hinduism, planting trees, using conditioned taste, using office facilities friendly environment, provide a decent salary, give a reasonable interest rate, giving social assistance to orphanages / nursing, until there doing house renovation. The various CSR activities when combined with cultural concepts THK then be grouped into parahyanganbased CSR, CSR-based pawongan, and CSR-based palemahan. All this THK-based CSR activities have a positive impact for all stakeholders BPR industry in Bali, such as: maintenance of harmonious relations with the BPR employees, customers and the surrounding community, the preservation of the natural environment is good, and the increased performance of BPR.
Economic Analysis of Externalities Cottage In The Presence Of Boarding Darul'...inventionjournals
This research was conducted in Jombang regency precisely in the area of Pondok Pesantren Darul 'Ulum Jombang. The reasons for selecting a location, known as the city's first is Jombang that some students was choose. So, in this case can illustrated with some boarding schools in the Jombang and supported by the local government's vision to make handsome as a city faithful who supported many boarding school. So that boarding schools can be used as a magnet or a special attraction for people living outside in Jombang and expected with character behavior for Jombang society according to the vision of local government, so as to empower for the boarding school that can be used as a cultural and education can lead to a positive economic externalities. A assessment of the management of economic externalities are expected by pack a problem to be beautiful and aesthetic.
Niche Marketing and Value-Based Differentiation in the Footwear Industrial Su...inventionjournals
This study empirically examines the relationship between niche marketing and value differentiation in the footwear sub-sector of the shoe and leather industry in Nigeria. A cross-sectional survey method was adopted for the study and cluster sampling technique was applied to draw the sample from the population of footwear retailer outlets in Ogun State. A structured questionnaire was administered on 235 respondents who were randomly selected. Cronbach coefficient of 0.79 showed a high degree of reliability of the research instrument. Using regression as an analytical tool, the result of the first hypothesis revealed that there is significant relationship between niche marketing and value differentiation in Nigeria’s footwear industry (R2 = 0.961; F = 14.866; p = 0.000). Similarly, the result of the second hypothesis showed that product characteristics is significantly related to value differentiation in Nigeria’s footwear industry (R2 = 0.801; F = 9.369; p = 0.000). The result of the third hypothesis also indicated a positive relationship between market characteristics and value differentiation in Nigeria’s footwear industry. Also, the fourth hypothesis showed that there is significant relationship between company characteristics and value differentiation in Nigeria’s footwear industry. The study concludes that niche marketing is an important strategy for the achievement of value differentiation aimed at stimulating consumers’ purchase decisions especially in the retailing outlets of footwear sub-sector in Nigeria
Customer Decision Making Style, Based On Bugis –Makassar Culture in Indonesiainventionjournals
This research aims to describe the style of consumer decisionmakingphilosophyisbased on the application of behaviorderivedfrom culture Bugis in Makassar. The importance of knowing the style of the customer purchased ecision because there are manycompanies offering the same services, sothatconsumers are free to choose and move from one company to another. Thus the onlycompany capable of doing the best approach to consumers, whichis able to survive and successfully won a loyal customer. This article tries to explore ways or approachesthatcanbedone to reachconsumers in accordance with the cultural characteristics and desires of consumers, for the writing of thisisbased on searchesdonethroughscholarlywritings and non-scientific (derivedfrom magazines and newspapers on line and non on line) in Makassar.
IMPACT OF ADVERTISING ON CONSUMER’S BUYING BEHAVIOREnamul Islam
Advertising is a form of communication intended to convince the audiences or consumers to purchase or take some action upon products, information or services. In this study, we tried to find out the impact of advertising on consumers’ minds about the product and their buying behavior. We have surveyed 100 respondents who are studying in the universities of the southern part of Bangladesh to identify the relationship between consumer buying behavior and advertisement. We mainly collected our data from three universities which are Khulna University, University of Barisal and Patuakhali Science and Technology University. The major finding of our study after analyzing all data is that there is a positive impact of advertising on consumer’s buying behavior and advertising plays a vital role to know about a new product.
The aim of thispaperis to measure the strength of a brand with a comprehensive model that
combines the brand knowledge and brand relationshipon a brand perspective and measureswhether brand
knowledge and brand relationships have a positive relationship and significantly influence currentpurchase
variables and future purchase variables.
Impact of Sales Promotion’s advertised on TV on Buying Behavior. [With Specia...inventionjournals
: Companies and marketing practitioners are increasingly researching the buyer behavior of consumers to further understand what consumers buy, where they buy, how and how much they buy, when they buy and why they buy. These questions help companies with marketing strategies concerning their products, the price of their products, their channels of distribution and promotional elements used. Graduating to developing country status in 2014, Sāmoa imports most of its FMCG or Fast Moving Consumer Goods from countries such as New Zealand, China, Vietnam, Thailand and India. Wholesalers and supermarkets largely use Television Advertisements to communicate Sales Promotions of FMCG products. While research on Buyer Behavior is well documented in literature, studies on buyer behavior in Sāmoa are nonexistent. This paper presents the results of a study designed to compare the impact of Sales Promotion’s advertised on TV on buying behavior of women consumers’ in Sāmoa to Sonkusare (2013), and Mathew and Aswathy (2014) studies conducted in India. It was found that women consumers’ of FMCG products in Sāmoa were influenced by price and in-store sales promotions than quality or company image and also viewed Sales Promotion’s advertised on TV as an informative medium to raise consumer awareness of FMCG products rather than a medium that stimulates the desire to purchase FMCG products.
The purpose of research is to develop a comprehensive model by measuring the influence of product
quality, price and brand image on customer satisfaction through purchasing decisions. The research applies a
descriptive research design using survey methods. Sampling technique uses convinient sampling. Research data
processing uses the structural equation modeling
Impact of social media on consumer spending.pdfAniket Kangane
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Sachpazis:Terzaghi Bearing Capacity Estimation in simple terms with Calculati...Dr.Costas Sachpazis
Terzaghi's soil bearing capacity theory, developed by Karl Terzaghi, is a fundamental principle in geotechnical engineering used to determine the bearing capacity of shallow foundations. This theory provides a method to calculate the ultimate bearing capacity of soil, which is the maximum load per unit area that the soil can support without undergoing shear failure. The Calculation HTML Code included.
Courier management system project report.pdfKamal Acharya
It is now-a-days very important for the people to send or receive articles like imported furniture, electronic items, gifts, business goods and the like. People depend vastly on different transport systems which mostly use the manual way of receiving and delivering the articles. There is no way to track the articles till they are received and there is no way to let the customer know what happened in transit, once he booked some articles. In such a situation, we need a system which completely computerizes the cargo activities including time to time tracking of the articles sent. This need is fulfilled by Courier Management System software which is online software for the cargo management people that enables them to receive the goods from a source and send them to a required destination and track their status from time to time.
About
Indigenized remote control interface card suitable for MAFI system CCR equipment. Compatible for IDM8000 CCR. Backplane mounted serial and TCP/Ethernet communication module for CCR remote access. IDM 8000 CCR remote control on serial and TCP protocol.
• Remote control: Parallel or serial interface.
• Compatible with MAFI CCR system.
• Compatible with IDM8000 CCR.
• Compatible with Backplane mount serial communication.
• Compatible with commercial and Defence aviation CCR system.
• Remote control system for accessing CCR and allied system over serial or TCP.
• Indigenized local Support/presence in India.
• Easy in configuration using DIP switches.
Technical Specifications
Indigenized remote control interface card suitable for MAFI system CCR equipment. Compatible for IDM8000 CCR. Backplane mounted serial and TCP/Ethernet communication module for CCR remote access. IDM 8000 CCR remote control on serial and TCP protocol.
Key Features
Indigenized remote control interface card suitable for MAFI system CCR equipment. Compatible for IDM8000 CCR. Backplane mounted serial and TCP/Ethernet communication module for CCR remote access. IDM 8000 CCR remote control on serial and TCP protocol.
• Remote control: Parallel or serial interface
• Compatible with MAFI CCR system
• Copatiable with IDM8000 CCR
• Compatible with Backplane mount serial communication.
• Compatible with commercial and Defence aviation CCR system.
• Remote control system for accessing CCR and allied system over serial or TCP.
• Indigenized local Support/presence in India.
Application
• Remote control: Parallel or serial interface.
• Compatible with MAFI CCR system.
• Compatible with IDM8000 CCR.
• Compatible with Backplane mount serial communication.
• Compatible with commercial and Defence aviation CCR system.
• Remote control system for accessing CCR and allied system over serial or TCP.
• Indigenized local Support/presence in India.
• Easy in configuration using DIP switches.
Cosmetic shop management system project report.pdfKamal Acharya
Buying new cosmetic products is difficult. It can even be scary for those who have sensitive skin and are prone to skin trouble. The information needed to alleviate this problem is on the back of each product, but it's thought to interpret those ingredient lists unless you have a background in chemistry.
Instead of buying and hoping for the best, we can use data science to help us predict which products may be good fits for us. It includes various function programs to do the above mentioned tasks.
Data file handling has been effectively used in the program.
The automated cosmetic shop management system should deal with the automation of general workflow and administration process of the shop. The main processes of the system focus on customer's request where the system is able to search the most appropriate products and deliver it to the customers. It should help the employees to quickly identify the list of cosmetic product that have reached the minimum quantity and also keep a track of expired date for each cosmetic product. It should help the employees to find the rack number in which the product is placed.It is also Faster and more efficient way.
Event Management System Vb Net Project Report.pdfKamal Acharya
In present era, the scopes of information technology growing with a very fast .We do not see any are untouched from this industry. The scope of information technology has become wider includes: Business and industry. Household Business, Communication, Education, Entertainment, Science, Medicine, Engineering, Distance Learning, Weather Forecasting. Carrier Searching and so on.
My project named “Event Management System” is software that store and maintained all events coordinated in college. It also helpful to print related reports. My project will help to record the events coordinated by faculties with their Name, Event subject, date & details in an efficient & effective ways.
In my system we have to make a system by which a user can record all events coordinated by a particular faculty. In our proposed system some more featured are added which differs it from the existing system such as security.
Overview of the fundamental roles in Hydropower generation and the components involved in wider Electrical Engineering.
This paper presents the design and construction of hydroelectric dams from the hydrologist’s survey of the valley before construction, all aspects and involved disciplines, fluid dynamics, structural engineering, generation and mains frequency regulation to the very transmission of power through the network in the United Kingdom.
Author: Robbie Edward Sayers
Collaborators and co editors: Charlie Sims and Connor Healey.
(C) 2024 Robbie E. Sayers
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In Attitude, Intention, And Consumer Purchase Decision
1. International Journal of Business and Management Invention
ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X
www.ijbmi.org || Volume 5 Issue 2 || January. 2016 || PP-01-13
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The Role Of Endorser Credibility And Advertising Shampoo
Pantenecreativity In Attitude, Intention, And Consumer Purchase
Decision
Gusti Noorlitaria Achmad1
Prof. Suharno2
Prof. Sri Mintarti2
Prof. Syarifah
Hudayah2
1.
Student of Doctoral Program in the Faculty of Economics, Mulawarman University,
Samarinda, Indonesia
2.
Lectures of Doctoral Program, Faculty of Economics, Mulawarman University,
Samarinda Indonesia
Abstract: This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in
Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman)
Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not
significant influence between creativity endorser of the brand attitude, 2. there is a positive and
significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and
significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant
correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation
between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad
attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on
purchasing decisions.
Keywords: endorser credibility, creative advertising, brand attitude, attitude advertising, purchase intent, and
purchase decisions.
I. Introduction
Marketing includes not only the promotional mix of advertising, sales promotion, publicity and public
relations and direct marketing as well as private sales, but also covers all elements of the marketing mix used by
companies to communicate something to the consumer (Shimp, 2003: 8). There are various forms of existing
communications, and advertising is one of the most common tools used to direct the persuasive communication
to targeted consumers (Kotler, 2008: 235).
Persuasion in advertising has the main essential purpose as follows: to convince people to use goods
that were previously rarely used, convincing consumers to use the product as often, as soon, or as much as
possible, to convince consumers to constantly wear a special branded products, to convince users to buy
products with the special size and shape of branded, and convince potential buyers to act towards the use of
specific brand products, such as going to the store to see the goods certain brands at storefront. (Suhandang,
2001: 185).
To be able to convince a person or figure required advertising or commercials (endorser) that can affect
interest in the ad. Endorser use as a transmitter of advertising, such as that delivered Belk (1999) in
Kusudyarsana (2004) which states that the endorser can be used by marketers in three categories: credibility,
attractiveness and strength. Indirectly the perception of the endorser affect consumers’s purchasing intentions
(purchase intention) through the attitude toward the brand (brand attitude) and attitude toward the ad (attitude
toward the ad) (Yulistiano and Suryandari, 2003). Endorser credibility affect the process of decoding a message.
If endorser can be trusted by the audience and the message it is possible to believe, (Schimffman and Kanuk,
1995: 125).
Source messenger (endorser) can also influence consumer attitudes because it considers the
information derived from endorser. According to Ohanian (1991) endorser credibility can be determined by the
characteristics it has, namely expertise (expertness), attractiveness (attractiveness) and the level of confidence
(trustworthiness). An Endorser with strength characteristics may affect consumers. In conducting the research
that is passed is to determine the characteristics of celebrities, as the most effective endorsers in influencing
consumer buying intentions. By distinguishing characteristics of celebrities into three dimensions, namely skills
(expertise), physical attractiveness (physical atrractiveness) and the level of confidence (trustworthiness), the
results showed that expertise has a greater influence in influencing the formation of intent to purchase.
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Creating advertising creative and interesting are also needed by professional workers who have the
creativity in the advertising process, from planning messages, media planning to how to convey (expose)
message. Advertising creativity can be said is a very important component of advertising and some previous
research has discussed the relationship between the creative advertising and advertising effectiveness. The study
states that the ad creative a positive influence on the effectiveness of the ad and attitude toward the brand
(Shapiro and Krishnan, 2001).
According to Ajzen and Fishbein (2010: 152) that has developed the theory of reasoned action to
connect to the intentions and beliefs to behavior. This theory explains that the behavior of a consumer happens
for a reason, especially for consumers who are in a condition to have freedom of choice in the purchase, and is
not dominated by the emotional aspect when making the purchase decision making process. Basic assumptions
of this theory is to predict accurately the behavior it is more important to measure attitudes toward the behavior
of the measuring attitudes toward the object of behavior. Attitude measurement is more appropriate when the
measurement is based on purchasing behavior or consuming a product rather than just based on the
measurement of attitudes toward the product brand.
The purchase decision-making process is the stage where the consumer actually purchases the product.
In the purchase decision process has five stages, namely the introduction of needs, information search,
evaluation of alternatives, purchase decision and post-purchase behavior. Before deciding to purchase a product,
consumers rank brand and establish trends (intention) purchases, and they will buy the most preferred brand.
Brand is a key element for connecting companies with customers. The decision to buy a product having the
structure as much as 7 components, including a decision on the type of product, product shape, on brand, on
sales, on the number of products, purchase time and manner of payment (Kotler and Armstrong, 2008: 227).
According Tjiptono, (2004: 102) in meeting the needs of consumers will always trying in various ways so that
their needs can be met so as to provide satisfaction for himself. Consciously or not, the action is influenced by
the attitude of consumers. The fact that there have proved bahwasannya consumer attitudes also influence
purchasing decisions. The results showed that a significant difference between the attitude towards purchasing
decisions made by consumers. (Winardi, 2001: 20)
Currently one of the marked economic growth in Indonesia is a large advertising expenditure. Such as
the so-called Minister of Tourism and Creative Economy, Mari Pangestu in the Asia Pacific Media Forum
(APMF) explains that the realization of advertising spending rose from 25 percent to 40 percent in the same
period in the year sebelummnya (Chairman of the Indonesian Association of Advertising Companies Harris
Thajeb on tempo.com ). Seeing the growth of a very pesatdi Indonesia, proving that media advertising is one of
the promotional tools most widely used by marketers in the promotion.
One of the products that use the advertising media as a promotional tool is the product Shampoo.
Shampoo products needed by almost everyone. Shampoo is one category toiletries products with the level of
competition is very strong. Where the large producers continue to compete promoting their products through
television advertising war intensified. Every day telecast filled with shampoo ad Sunslik, Clear and Pantene are
put commercials of celebrities on board.
Table 1.1 TOP BRAND INDEX SHAMPOO
2010 2011 2012
Brand TBI Brand TBI Brand TBI
Sunsilk 25,9% Sunsilk 25,8% Sunsilk 29,2% TOP
Clear 20,8% Clear 24,2% Clear 20,5% TOP
Pantene 20,1% Pantene 21,0% Pantene 20,3% TOP
Lifebuoy 12,2% Lifebuoy 10,7% Lifebuoy 11,2%
Rejoice 6,5% Rejoice 6,0% Rejoice 6,1%
Dove 5,5% Dove 5,2% Dove 5,5%
Zinc 3,5% Zinc 3,2% Zinc 2,3%
(Source : 2010-2012 Survey)
Based on the Table 1.1 shows that the IBBA 2011, Pantene won third place in www.topbrand-
award.com. In the last three years and Pantene shampoo Sunsilk also compete for the first position of the
strongest brand.
Competition between shampoos can we see every day through the medium of television. Media
advertising is used as much as possible by the respective parties, both competitors and Procter and Gamble in
promoting the advantages of their products each brand ranging from binding contract with artists who are
already well-known to have its own ambassador.
No wonder why the biggest advertisers in the world, Procter and Gamble, sincerely appreciate the role
of value-added advertising, and regard it as "an investment in a bank's brand equity." Sony de Leon, Director of
Marketing for P & G Indonesia, assessing the strength of Pantene as the brand.
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Although the Top Pantene Shampoo Brand Index is in the third place but Pantene keep innovating to
fulfill the promise of healthy hair. In a market that is still growing, always emerging challenges. Procter and
Gamble still ensuring that they are constantly answering the needs of the consumers they serve.Although the
Top Pantene Shampoo Brand Index is in the third place but Pantene keep innovating to fulfill the promise of
healthy hair. In a market that is still growing, always emerging challenges. Procter and Gamble still ensuring
that they are constantly answering the needs of the consumers they serve.
Through the many media advertising, television advertising is an interesting material to be observed
and studied. The level of competition is high, the cost of advertising, and the effectiveness of the use of
advertising to be the reason why the big companies are trying to market their products or services through the
medium of television. Nielsen Survey noted that national advertising spending in a row up from the year 2009
amounted to Rp. 48.6 trillion, nanik to Rp. 59.8 trillion (2010), then to Rp. 72.7 trillion (2011) and increased
again to Rp. 87.5 trillion (2012). Even so the third quarter of 2013, there has touched fantastic value of Rp. 78.5
trillion.
Spending on television ads reached 62 percent of total ad spending, ranking second at 35 percent
newspapers and magazines and tabloids reach 3 percent. Television advertising such as hair care, skin care and
soap adds to the spend is greater than the previous year.
Based on the above descriptions, the authors are interested in understand the worki of advertising in
influencing consumer behavior that may provide benefits for manufacturers and service providers of advertising
whether it can meet their expectations. Researchers interested in writing the title: "The role of credibility
Endorser And Creativity Advertising Shampoo Pantene In Attitude, Intention, and Consumer Purchase Decision
(Case Study In Mulawarman)".
The objectives of this research are to analyze and assess:
1. Analyze and assess the effect of endorser credibility variable to brand attitudes variable.
2. Analyze and assess the effect of endorser credibility variable to advertising attitude variable.
3. Analyze and assess the effect of advertising creativity variable to brand attitudes variable.
4. Analyze and assess the effect of advertising creativity variables to attitude toward advertising variable.
5. Analyze and assess the effect of brand attitude variable to purchaseintention variable.
6. Analyze and assess the effect of advertising attitude variable to purchase intention variable.
7. Analyze and assess the effect of purchase intention variable to purchase decision variable.
II. Literature Review
Related to this research Yulistiono and Suryadi (2006) examined the influence of perception on the
endorser to the formation of consumer attitudes to brand. Both are based on the opinions of Burke and Edell
(1998) which states that the formation of attitudes toward the brand is influenced by the perception of the
product and the perception on endorsernya. Penelitianya results showed that individually and collectively the
consumer perception on the endorser positive and significant impact on the formation of attitude toward the
brand. The results showed higher credibility of the endorser, the more positive consumer attitudes towards
brands, this means that the credibility of the endorser positive influence on consumer attitudes to brand.
According to Daugherty; Logan; Chu and Huang (2007) in Kurniwati (2009) conducted a study to
examine how consumers form attitudes toward advertising in general. In particular they examined things that
can shape or influence the consumer's perception of an institution as a terhadp ads. Results found was that
attitude could form the ad to the consumer perception when choosing a product or brand.
According to Burke and Edell (1998), Mackenzie, et al. (1998) in riyanto (2008), the formation of
attitudes toward the brand is influenced directly by the perception of the endorser either using celebrity endorser
or not celebrities. Perceptions about the endorser also affects consumer attitudes toward the formation of
attitudes toward advertising, so that the perception of the endorser affect purchase intentions (purchase
intention) through the attitude toward the brand (brand attitude) and attitude toward the ad (attitude toward the
ad).
Research Setiaji (2006) concerning Influence Analysis credibility Endorser and Creativity
advertisements influence attitudes towards the brand stated that the credibility of the endorser, creative
advertising, is a Exogenous / free variable, and attitude toward the brand are Endogenous / bound variables ,
results of the study showed higher credibility of a endorser, the higher the effectiveness of advertising. The more
creative the ad, the higher the effectiveness of advertising the more positive consumer attitudes towards brands.
Based on research conducted by Peyrot and Van Doren, (1994), concluded that there is a positive
correlation between attitudes toward the brand to consumers to buy. This is also reinforced by research Bentler
and Spencer (in Sulistyo, 1999) that is the past behavior that may affect the interests directly. Attitude toward
the brand begins by cognitive processes that work against the stimulus. Then it will affect consumers'
purchasing intentions to the products offered.
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According Assael (2001: 82) attitude toward the brand that is a statement that assesses mental positive
or negative, good or not good, like or dislike the product. Assessment conducted by Wu and Lo (2009) shows
the influence of the attitude toward the brand and purchase intention. Based on these findings, it can be seen that
the attitude towards the brand has a positive influence on purchase intentions.
Research Widati (2000) concerning the credibility of the endorser and messages (Message argument)
on Anti-Dandruff Shampoo Ads in Formation Attitudes and Purchase Intentions, which states that the message
about the product or brand, and the use of Endorser, an Exogenous variables. Results, Message argument has a
dominant role in the formation of attitudes toward the brand and attitudes toward advertising. Attitude toward
the ad and attitude toward the brand does not necessarily affect the formation of purchase intention.
Mitchell and Olson (1981) concluded that advertising can influence attitudes, where its influence can
be seen as a gesture toward advertising. Results of the study also concluded that attitudes toward advertising and
toward the brand affects purchase intention. In the evaluation phase of the brand consumers rank and formed the
intention to buy (Hand, 2012).
Zuraida research and Chasanah (2008) stated that the credibility of the endorser as variable Exogenous
or free. Consumer attitudes toward advertising, consumer attitudes towards brands, and the intention of the
consumer as an endogenous variable or bound. Research RJ (2008) regarding the ad creativity and credibility
endorser case studies on advertising in Semarang for an increase in positive attitude of consumers to the brand
can be done with the use of endorser who has high credibility. The higher advertising creativity will increase the
effectiveness of and attitude toward the brand.
Ohanian (1991) conducted a more specific research is to determine the characteristics of a celebrity as
the most effective endorser in influence consumer intentions to buy. By distinguishing character of celebrities
into the third dimension, namely skills (expertise), and physical attractiveness (physical atrractiveness) and the
level of confidence (trustworthiness), the results showed that expertise has a greater influence than the influence
of the intention to buy.
Ajzen and Fishbein in Widati (2000) has developed the theory of reasoned action to connect to the
beliefs and behavioral intentions. This theory explains that the consumer's behavior happens for a reason,
especially for consumers who are in condition to have freedom of choice in the purchase and is not dominated
by emosialnya aspect when making the purchase decision making process.
Assumptions underlying the the theory is to predict the behavior accurately, it is more important to
measure attitudes toward behavior, so attitude measurement is more appropriate when based on purchasing
behavior measurement or consuming a product rather than just based on the measurement of attitudes toward the
product.Durianto, Liana (2004) in Riyanto to determine themessage advertising variable to consumer attitudes
variable toward the brand, purchase intentions and of the real purchase. Advertising messages can build
consumer attitudes towards brands to influence purchase intention.
From thedefinition above can be concluded that the credibility of the endorser is a skill, confidence,
and the interest of the truth of the contents of the message delivered by the advertiser.Alam, Fadli Rezasyah
(2011) found that there is no influence and significant relationship between advertising creativity and need for
cognition on consumer attitudes and buying interest. So that in relation to the level of advertising creativity can
be attributed that factors affecting the need for uniqueness over consumer attitudes and buying interest
compared with factors need for cognition.
2.1 Endorser Credibility Indicator
Advertising endorser credibility, according to Kotler (2008: 124) can be measured by three factors or
indicators of achievement, trustworthiness and likability that can be described as follows:
a. Achievement is a result that has been achieved (done, done) by a endorserdalam undertake or pursue the
field.
b. Trustworthiness (trustworthiness) relates to how objective and honest an endorser (the source message)
when received.
c. The appeal (attraction) describe the appeal and power to drive.
Meanwhile, According to Royan (2004: 115) the use of endorser in ads can be evaluated by four
indicatorssuch as popularity (visibility), credibility (credibility), and the appeal (attraction) the power to
"move" the target (power).
From the above theory can be concluded that the endorser credibility indicators used in the study was
the achievement, trustworthy (trustworthiness) and the power to drive (attraction).
2.2 Advertising Creativity Indicators
Creative advertising is advertising that is considered to be original, genuine, not imitate, advertising
amazing, unpredictable, unexpected, meaningful and can affect emotions, (Kover, Goldberg, and James, 1995).
Till and Back (2005) have proved his suspicions that creative advertising will be effective through experiments
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on respondents surveyed without delay after the expose advertising. Five elements of creativity ads by Kasali
(1995: 90) is the attention, interest, desire or need, trust, and action. Creative ad make the audience pay attention
to the ads in detail and detail. It is also necessary combination of "novelty" and "right" or "useful" would be
better if it can be combined with widespread acceptance in the community. Based on the description above, the
ad kreartifitas indicator used in this study is easy to understand, can affect emotions, and confidence.
2.3 Attitudes Toward Brand Indicators
Attitude toward the brand is said to get a positive value if the preferred brand, the brand more
memorable (Till and baack, 2005; Shaphiro and Krishnan, 2001), and the brand is preferred over competitor
brands (Jin 2003 in Handoko 2006). From the above theory can be concluded that the indicators in the attitude
toward the brand is if the brand in mind, preferred brands, the brand are selected.
2.4 Attitude Toward Brand
According to Grewal, (1997) in Kurniawati (2009: 75) The attitude toward the ad shows that
consumers have the feeling and the overall attitude towards the format of the ads displayed. Included in attitudes
toward advertising is one's opinion on the comfort or discomfort that is received by a person on the ad and also
an overall attitude of consumers towards advertising, individual attitudes toward advertising can be determined
by assessing individual responses to some questions, as follows:
1. Informative or uninformative
2. Entertain or not entertaining
From the above theory can be concluded that indicators of attitudes toward advertising is informative and
entertaining.
2.5 Purchasing Attitude Indicator
According to MacKenzie, et al. (1998: 54), Variable intention to make the purchase is a variable link
between attitude and behavior and is used to predict the behavior in the future. In order to know whether the
intention was formed to make purchases, namely by assessing the individual response to the following
questions:
1. The possibility of using the product;
2. The possibility to try the product; and
3. The possibility to buy such products
It was concluded that purchase intentions indicator is the possibility to use, it is likely to try, the
possibility to buy.
2.6 Buying Decission Indicator
Purchasing decisions mentioned in this research is a strong confidence in consumer themselves or
customers are assured that a decision on purchasing Pantene products is correct. According to Aaker (2008:
225), consumer purchase decisions has the following indicators:
1. Stability of purchase, consumers buy Pantene shampoo with the decision quickly and steadily.
2. Considerations in buying, consumers bought shampoo Pantene shampoo without considering it with
other brands.
3. Compliance with the attributes of wants and needs, customers or consumers to buy shampoo because
according to his own will and according to his needs.
Research Conceptual Framework
Figure 3.1.Advertising Response Model Framework
Hypothesis
Some basic theories and empirical studies presented in this study are as follows:
H1: There is a positive and significant impact endorser credibility variable to brand attitudesvariable.
H2: There is a positive and significant impact endorser credibility variable toadvertising attitudevariable.
H3: There is a positive influence and signifikancreativity ofadvertisingvariableon brand attitude variable.
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H4: There is a positive and significant influence advertising creative variable to advertising attitudevariable.
H5: There is a positive and significant impact on the brand attitude variable to purchase intentvariable.
H6: There is a positive and significant impact ad attitude variable to variable purchase intentvariable.
H7: There is a positive and significant influence purchase intention variable to purchase decisionvariable.
III. Research Method
Based on the type of research, this research is an explanatory research (explanatory research) is a
research to find out and explain the influence between variables exist and followed by hypothesis testing, this
research is research that explains the causal ties between variables. This study also includes the descriptive
study, because it gives a descriptive explanation of the variables to be studied. This study uses primary data. The
analytical method used in this study is a structural equation model or Partial Least Square (PLS) to determine
the causal relationship between latent variables contained in structural simultaneously.
The population is female and male consumers who buy and use Pantene shampoo in the city of Samarinda. Total
population figures are not known with certainty.
Population-based sample taken that meet the following criteria.
1. Respondents aged between 17-40 years and coed Mulawarman Samarinda
2. Never see Pantene shampoo ads on television.
3. Make purchases and use Pantene shampoo.
Determination of the number of samples of certain population with a 5% error level is infinitely N
samples as much as 349 Sugiyono (2009: 126). Sample size of 125 respondents established in accordance
analyzer. As said by Hair et al (1998). That the number of samples used at least 100 samples or Multiplied by a
variable number of 15 to 20 of the study variables. 5 times the number of indicators used in the study.
IV. Operational Definition
4.1. Endorser Credibility
Endorser credibility is consumer perceptions of advertising support which has the ability to influence the
recipient of the message, be kind and can dipercaya.indikator used in this study are:
a. Achievement is a result that has been achieved (performed, done) by anendorser in performing or pursue
the field.
b. Trustworthiness is how objective and honest an endorser in recommending Pantene shampoo products.
c. Appeal is the influence exerted by the endorser to the consumer causing theappeal to buy Pantene shampoo
products.
4.2. Advertising Creativity
Creative advertising is advertising that is considered to be original, genuine, not imitate, advertising
amazing, unpredictable, unexpected, meaningful and can affect emotions, Kover, et al. (1995), Shaphiro and
Krishnan (2001), Till and Back (2005).creartifity indicator of advertising used in this study is easy to
understand, can affect emotions, and a sense of trust, which can be explained as follows:
a. Easy to understand in this study is that the ads do not mimic other endorserrecommends using Pantene
shampoo using graceful as endorser.
b. Can Affect emotion in this study is an ad delivered by way ofrecommendinga product endorser Pantene
shampoo, encourage the moodof consumers to buy and use it.
c. Confidence in this research is consumer confidence in Pantene shampoo roducts that have been
recommended by the endorser.
4.3. Attitude Towards Brand
Indicators in the attitude toward the brand is a brand in mind, preferred brand, and the brand is selected,
which can be explained as follows:
a. Perception of respondents to remember is the advertising brandmemorable,interesting ads, ads unique,
different from the others,especially the story continued. because containing curiosity, always wantto follow
the ad so that the brand is always remembered. Brand remembered as star pull his ads. The ad is simple and
illustrates theproblems facing women.
b. Perception of respondents preferred brand is a complete product for hair care, this can be seen from the ads
with different functions. His ads always showsatisfactory results.
c. Perception of the brand selected respondents are of the ads to be believed,wanted to prove that presented or
described in advertising. Explains in detail about how the product works.
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4.4. Attitude Toward The Advertising
Attitude toward the advertising is the overall evaluation of the consumer against an advertisement,
either towards media ads maupuncopy Tjiptono (1997: 100), Peter and Olson (1999: 82). Media that can be used
for advertising include print media, electronic media, outdoor media, and below the line media (Tjiptono 2004:
99).
4.5. PurchaseIntention
Variable intention to make the purchase is the variable that links between the behaviors and attitudes
are used to predict behavior in the future.Purchase intent indicator is the possibility to use, it is likely to try, the
possibility to buy.
a. The possibility to use, in which the activities of consumer purchase goodson offer.
b. The possibility to try out is the consumer behavior to think about the possibility of purchase.
c. The possibility to purchase is consumer behavior to start thinking aboutthe possibility of purchase.
4.6. Purchase Decision
Purchasing decisions referred in this research is a strong confidence in themselves consumers or
customers are assured that a decision on the purchase of Pantene shampoo products was correct.
V. Research Result
5.1 General Description of Respondent
Data were collected by distributing questionnaires to 120 respondents of which are female, most of the
respondents aged between 17-21 years at 52.5% (63 people) of the total respondents, and respondents aged 22-
26 years by 43.33% (62) and the balance of 4.10% (5 people) are respondents aged 27-31 years. Most of the
respondents were students of the Faculty of Economics in the amount of 43.3 %% (52), a student of
Mathematics at 33.33% (40 people), students FKIP 11.66% (14 people), students FISIP 5% (6 people), followed
by students of Agriculture and Fisheries of 2.5% (3 people).
Table 2.Characteristic Of Respondents
No. Characteristic Of
Respondents
Frekuensi Presentase
1. Sex
Female 120 100%
Total 120 100%
2. Age
17 – 21
22 – 26
27 – 31
31
63
52
5
-
-
52,5%
43,33%
4,16%
-
-
Total 120 100%
3.
Faculty
Economy
FISIP
FKIP
Law
Agriculture& Fishery
Science & Math
52
6
14
5
3
40
43,3%
5%
11,66%
4,16%
2,5%
33,33%
Total 120 100%
Source: Primary Data Processed by the authors
5.2 Research Model by UsingPartial Least Square (PLS)
The Result of data processing with Partial Least Square is presented in the table below:
Table4.2.1: The Result of the Research
original sample
estimate
mean of subsamples
Standard
deviation
T-Statistic
KDE ->SI 0.225 0.241 0.103 2.172
KDE->SM 0.168 0.176 0.092 1.831
KTI ->SI 0.365 0.370 0.102 3.583
KTI->SM 0.592 0.600 0.079 7.454
NP->KP 0.796 0.796 0.038 20.883
SI->NP 0.248 0.247 0.065 3.796
SM->NP 0.624 0.631 0.053 11.589
Source: Output SmartPLS
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In accordance with the problems that were formulated in the previous chapter to answer the research
question can be seen from the results of 5:20 that each table can be explained as follows: Endorser credibility
positive effect in the amount of 0.168 against the attitude of the brand. The better endorser Credibility means the
higher or the better the perception of the brand attitude. Endorser credibility positive effect in the amount of
0.225 against the attitude of the brand. It means the better Endorser Credibility the better or higher perceptions
of ads attitudes.
Advertising Creativity has positive effect in the amount of 0.592 against the attitude of the brand.
Creativity means the better the ad, the better or higher perceptions of brand attitude.
Advertising Creativity has positive effect in the amount of 0,365 on advertising attitude. Means the
better the ad’s creativity, the better or higher perceptions of attitudes ads.
Brand attitude has positive effect in the amount of 0.624 against the purchase intention. Means the
better the attitude of the brand, the better or higher purchase intent.
Advertising attitude has positive effect amounting 0.248 to the purchase intention. Attitude means the
better the ad, the better or higher perception on purchase intention.
Purchase intent for 0796 is has positive effect on purchase decisions. Meaning that the higher purchase
intentions the better or higher perceptions of the decision to purchase.
5.3. Hypothesis Testing
In line with the hypotheses that have been formulated in the previous chapter, the hypothesis test result of
table 4.2.1 can be concluded as follow:
Hypothesis Testing 1:
Stating that the credibility of the endorser positive and significant impact on the attitude of the brand.
Results of testing the hypothesis with the t-statistic value of 1.8311. This value is smaller than t-table (1.96), the
hypothesis that the credibility of the endorser significantly influence brand attitude is not proven true. thus H1 is
rejected.
Hypothesis Testing 2:
Stating that the credibility of the endorser has a positive and significant impact on the attitudes of the
ad. Based on the hypothesis testing results show the value of t-statistic of 2.1725, which means the value is
greater than the value of the t-table (1.96). Thus the credibility of the endorser positive and significant impact on
the attitudes advertising proved right then the H2 accepted.
Hypothesis Testing 3:
Stating that advertising creativity allegedly has a positive and significant effect on brand attitudes.
Results of the 3rd hypothesis testing showed that the value of t-statistic of 7.4548> t-table value at 1.96. These
results indicate that the advertising creativity and significant positive effect on the attitude of the brand proved
to be true then the third hypothesis is accepted.
Hypothesis Testing4:
Stating that advertisement creativity allegedly has a positive and significant impact on the attitudes of
the ad. From the results of hypothesis testing to-4 shows that the t-statistic value that is greater than the value of
the t-table 1.96. It can be concluded that advertising creativity has a positive and significant impact on the
attitudes advertising proved correct, then the fourth hypothesis is accepted..
Hypothesis Testing 5:
Stating that allegedly variable attitude toward the brand has a positive and significant impact on
purchase intentions. Hypothesis testing results show the value of t-statistic 11.5898> is greater than the value of
the t-table by 1.96. Thus concluded that the variable attitude of the brand has a positive and significant impact
on purchase intentions proved correct, then the fifth hypothesis is accepted.
Hypothesis Testing 6:
Stating that allegedly variables advertising attitude has a positive and significant impact on purchase
intentions. Results of hypothesis testing to-6 shows that the value of t-statistics 3.7961> is greater than the value
of the t-table by 1.96. It can be concluded that the ad attitude variable positive and significant impact on
purchase intentions proved b enar the sixth hypothesis is accepted.
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Hypothesis Testing 7:
Stating that allegedly variable purchase intentions positive and significant impact on purchasing
decisions. Results of the 7th hypothesis testing showed that the value of t-statistic 20.8830> is greater than the
value of the t-table by 1.96. It can be concluded that the purchase intention variable positive and significant
influence on purchasing decisions, then seventh hypothesis is accepted.
VI. Discussion
6.1 Influence of Endorser Credibility AgainstBrand Attitudes
Based on the results of hypothesis testing with a t-statistic value 1.8311 is smaller than t-table 1.96,
then the credibility of the endorser has a positive but not significant effect on brand attitude. Results of the
analysis showed that the credibility of the endorser consisting of achievements, the message can be trusted and
appeal held not able to create an increase in consumer perception tarhadap Brands attitude.Meaning that
consumers' perception of the brand attitude is not limited to the credibility of the endorser of the achievements,
messages and appearance but the popularity Endorsor have an important role to Brand Attitude. It's the kind
described Royan (2004: 115) the use of endorser in ads can be evaluated by four indicators of popularity
(visibility), credibility (credibility), and the appeal (attraction) the power to "move" the target (power). Based on
the analysis of data related to the description of endorser credibility in terms of indicators of achievement,
reliability and attractiveness have an average score of 3.8916 means good or high. This variable suggests that
the credibility of the endorser has good value in the eyes of consumers.
These results differ from previous research that has been done by Yulistiono and Suryadi (2006). The
results of his research show that individually and collectively the consumer perception on the endorser positive
and significant impact on the formation of attitude toward the brand, this indicates higher credibility of the
endorser, the more positive consumer attitudes towards brands, this means that the credibility of the endorser
positive influence on consumer attitudes to brand.
Similarly, the research Setiaji (2006) and RJ (2008) showed the higher the credibility of the endorser of
the more positive consumer attitudes towards brands.
Soesatyo research and Rumambi (2011) obtained results that the use of celebrity endorsers can increase
the credibility of the audience's response to the product brand and advertising.
6.2 Influence of Endorser Credibility TowardsAdvertisingAttitudes
Based on the results of hypothesis testing with a t-statistic value 2.1725 is greater than 1.96 with a t-
table thus the credibility of the endorser pengaruh positive and significant impact on advertising attitude. The
analysis results illustrate that the credibility of the endorser consisting of accomplishment, trustworthy and
appeal that exist today are able to create an increase in consumer perception towards advertising attitude.
Overall variable creativity Pantene shampoo ads have an average score of 3.39 means that enough or is
being, veriabel This illustrates that Pantene shampoo ad creative has quite creative assessment in consumer
perceptions.Consumer attitudes toward advertising is Consumer attitudes toward advertising is "like it or
dislike" consumers in advertising stimulus during the ad serving. This study shows that the hypothesis that the
credibility of the endorser positive and significant impact on attitudes toward advertising is acceptable. attitude
like it or not consumers in advertising stimulus during ad serving. This study shows that the hypothesis that the
credibility of the endorser positive and significant impact on attitudes toward advertising is acceptable.This
shows that the indicators used to encourage the creation of attitudes toward advertising. The indicators in this
variable has been adjusted to the consumer and Pantene shampoo ad at this time.
From these results it can be seen that the credibility of the endorser is an attribute that is important to
create a good ad attitude. The results are consistent with research conducted by Zuraida and Chasanah (2008).
That there is a direct connection between the endorser credibility of the ad. That is the credibility of the endorser
is able to create an increase in the perception of attitude towards advertising. Results of this research differs
from research wisely (2010) that the credibility of the endorser has no effect on the attitude of adsThis shows
that the indicators used to encourage the creation of attitudes toward advertising. The indicators in this variable
has been adjusted to the consumer and Pantene shampoo ad at this time. From these results it can be seen that
the credibility of the endorser is an attribute that is important to create a good ad attitude. The results are
consistent with research conducted by Zuraida and Chasanah (2008). That there is a direct connection between
the endorser credibility of the ad. That is the credibility of the endorser is able to create an increase in the
perception of attitude towards advertising. Results of this research differs from research wisely (2010) that the
credibility of the endorser has no effect on the attitude of ads.
Perceptions about the endorser also influences the formation of the target consumer attitudes towards
advertising attitude (Burke and Edell, 1998, mackenzie et al, 1998).
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6.3 Influence of AdvertisingCreativity towards Attitude of the Brand
Based on the results of hypothesis testing with a t-statistic value 7.4548 is greater than 1.96 with a t-
table thus pengaruh advertising creativity positive and significant impact on brand attitude. The analysis results
illustrated that advertising creativity that consists of easy to understand, can affect emotions, and confidence,
able to create consumer perceptions of the brand attitude. With the higher advertising creativity will improve
consumer attitudes towards brands.
Overall variable attitude toward the brand Pantene shampoo has an average score of 3.6417 means that
high or good. This illustrates that the variable shampoo brand Pantene has a good appraisal in consumer
perceptions. Advertising display on television is inseparable from the idea which was poured into the form of an
ad impression. This is a development of creative advertising strategies that can be developed from the
perspective of the value of the product and the needs of consumers (Riyanto, 2008).In relation to consumer
attitudes, Peter and Olson (1999: 126) explains that the attitude of consumers towards the product formed from
combination of all consumer knowledge about the product concerned. These results indicate that the hypothesis
that advertising creativity has a significant and positive effect on brand attitudes are acceptable. With
increasingly higher advertising creativity will improve consumer attitudes towards brands. The results are
consistent with research from Setiaji (2006).Where the results showed the higher the creativity of advertising the
more positive consumer attitudes towards brands. Similarly, in the study RJ (2008) found that the higher the
advertising creativity will improve the attitude toward the brand ad.
Results of this research differs from research Rezasyah (2011) which states no effect on the advertising
creative brand attitudes.
6.4 Influence of Advertising Creativity Against Ads Attitude
Based on the results of hypothesis testing with a value of 3,583 t-statistic greater than 1.96 with a t-
table thus advertising creativity has positive and significant impact on the attitudes of the ad. The analysis
results illustrated that advertising creativity that consists of easy to understand, can affect emotions, and
confidence, able to create consumer perceptions of advertising attitude. With the higher advertising creativity
will improve consumer attitudes toward advertising.
Overall variable attitudes toward advertising Pantene shampoo has an average score of 3.3354 means
that high or good. This variable suggests that attitudes toward advertising Pantene shampoo has a good rating in
consumer perceptions. Creative advertising should generate a lasting impact relative to the consumer. This
means, leaving the other ads, activate attention, and give something to the consumer to remember about the
product being advertised. In other words, the ad should make an impression.Based on the results of this study
indicate that the advertising creativity and significant positive influence on advertising attitude. That is the
fourth hypothesis can be accepted. The higher the level of creativity of the ad the more it will increase consumer
attitudes toward advertising. The results are consistent with research conducted by Riyanto (2008). The
indicators in this variable has been adjusted to the consumer and shampoo ad patene at this time.Based on the
results of this study indicate that the advertising creativity and significant positive influence on advertising
attitude. That is the fourth hypothesis can be accepted. The higher the level of creativity of the ad the more it
will increase consumer attitudes toward advertising. The results are consistent with research conducted by
Riyanto (2008). The indicators in this variable has been adjusted to the consumer and shampoo ad patene at this
time.
The results are consistent with research Rezasyah (2011) which states the ad creative positive and
significant impact on the attitudes of the ad.
6.5 Pengaruh Sikap Merek Terhadap Niat Pembelian
Based on the results of hypothesis testing with a value of 11.5898 t-statistic greater than 1.96 with a t-
table thus brand attitude has a positive and significant influence on purchase intentions. Results of this analysis
illustrates that the attitude of the brand which consists of the brand in mind, preferred brand and brand in select
capable of creating an increase in consumer perception towards purchase intention. In the evaluation phase,
consumers rank toward the brand and purchase intention form (Hand, 2012). Represent the influence of
consumer brand attitudes toward a brand that can lead to the intention and action (Keller in Ristiyanti and JOI,
2005). Overall variable purchase intentions Pantene shampoo has an average score of 3.4667 means that high or
good. This illustrates that the variable purchase intentions Pantene shampoo has a good rating in consumer
perceptions. These results indicate that the hypothesis that the attitude of the brand has a positive and significant
impact on purchase intention can be accepted. The indicators are used to encourage the creation of purchase
intent. The higher consumer attitudes toward the brand, the more increases the intention of consumers to make
purchases. Thus the results of this study are consistent with research conducted by Peyrot and Van Doren
(1994).The results are consistent circuitry by Rahma research Widati that affect brand attitude purchase
intention.
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6.6 Influence of advertising attitude on purchase intention
Based on the results of hypothesis testing with a value of 3,796 t-statistic greater than 1.96 with a t-
table thus ad attitudes have a positive and significant impact on purchase intentions. Results of this analysis
illustrates that the attitude of advertising consisting of informative and entertaining to purchase intention are
able to create an increase in consumer perception towards purchase intention.
Overall Pantene shampoo purchase decision variables have an average score of 3.1687 means that high
or good. This illustrates that the variable purchase decision Pantene shampoo has enough rating in the
perception of consumers. From the research that has been conducted shows that the hypothesis that the attitude
of advertising has a positive and significant influence on purchase intention can be accepted. The foregoing
shows the attitude of the higher consumer advertising will increase the purchase intent of consumers. The
indicators used in this variable able to encourage the purchase intention. The results are consistent with
supporting a research conducted by Mitchell and Olson (1981).
6.7 Purchase intension on Purchasing Decisions
Based on the results of hypothesis testing with a value of 20.8830 t-statistic greater than 1.96 with a t-
table thus purchase intentions have a positive and significant influence on purchasing decisions. The analysis
results illustrate that the intention of purchase consisting of the possibility to use, Possibility to try, Possibility to
buy, on purchasing decisions, capable of creating an increase in consumers' perceptions of the purchase
decision.
Consumer behavior occurs for any reason in particular consumers who have the freedom to choose to
make a purchase and is not dominated by the emotional aspect when making the purchase decision making
process (Lutz, 1991). In addition to accurately predict consumer behavior of attitude and a subjective norm
through intention variables (Widati, 2000). In the process of purchasing, consumer buying intention is closely
related to its motif to use or buy a particular product. Results of this research indicate that the hypothesis stating
that the intention of purchasing has a positive and significant influence on purchasing decisions can be accepted.
The higher the intention of purchasing a consumer the higher the level of consumer purchasing decisions.
Peneitian result is in line with research conducted by Widati (2000).
VII. Research Contributions
Based on the analysis and discussion of this study are expected to contribute to the advertising industry
developments are as follows:
7.1 The theoretical implications generated by this study is the existence of a comprehensive development model
in the study of empirical observation is a fusion suggested by some experts as conveyed Belk (1999), in
Kusudyarsana (2004) which states that the endorser can be used by marketers in three categories:
credibility, attractiveness, and Power. Indirectly the perception of the endorser affect consumers' purchasing
intentions (purchase intention) through the attitude toward the brand (brand attitude) and attitudes toward
advertising (atitude toward the ad) (Yulistiano andSuryandari, 2003). The findings of this study which
shows that the credibility of the endorser has a positive influence, but no significant effect on brand
attitudes.
7.2 The empirical implications are generated when the model is used as thebasis for shampoo ads, it is expected
to be an impact on the the increase in purchasing decisions through television commercials. In the making
of consideration advertising advertising stars that are used, the level of creativity of the ad makers team up
with the idea that educating that led to a positive value to the brand and to the ads served and ultimately led
to the intention to purchase up to realize the reality to make purchases and use Pantene shampoo.
VIII. The Limitations Of Study
This research can provide information about the influence of advertising on attitudes, intentions and
purchasing decisions. But the implications of this research on advertising practices should be reviewed carefully
considering this research still has limitations. limitations of this research that involves the use of students as
respondents. Another limitation concerns the problem of determining the sample using the method
nonprobability method so that research results can not be generalized
IX. Conclusion
9.1 Credibility endorser has a positive effect but not significant to the brand attitude. This means credibility
does not significantly affect how well the advertising message can be accepted by consumers. Consumers
are not overly influenced by the credibility of the endorser in their respective fields. So that consumers
continue to have a positive attitude toward the brand endorser although sometimes considered not credible
on the field.
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9.2 Credibility endoser has a positive and significant impact on the attitudes of the ad. Means the better the
credibility of the endorser, the better the attitude of consumers towards advertising Pantene shampoo ad.
9.3 Creativity ads have a positive and significant impact on the attitude of the brand. It shows the higher the
creativity of advertising created the higher the brand attitude of consumers towards a product. So that the
creativity of advertising is one very important factor in shaping consumer attitudes towards brands.
9.4 Creativity ads have a positive and significant impact on the attitudes of the ad. It shows the extent of ad
creative is able to create consumer attitudes toward advertising. How much advertising creativity is able to
create consumer response to stimulation in a Pantene shampoo ad.
9.5 Attitude brand has a positive and significant impact on purchase intentions. This means that the higher
consumer attitudes toward the brand, the higher the higher intention that will emerge from the consumer to
buy a product.
9.6 Attitude ad has a positive and significant impact on purchase intentions. Attitude is one of the important
factors in creating consumer purchase intentions. Positive attitude of the consumer advertising can raise
purchase intent of consumers. The higher consumer attitudes toward advertising the higher purchase
intentions that will arise from the consumer.
9.7 Intent to purchase has a positive and significant influence on purchasing decisions. It means the intention of
buying become one of the motives of consumers in the purchase. The higher the intention of buying the
higher the consumer's decision to make the purchase because the purchase intent is closely related to the
motives of the consumers to use or buy a product.
X. Recomendation
Through the results obtained from this study, the suggestions can be submitted to the advertising
agency and the company are:
10.1. Preparation of Pantene shampoo ad focuses on the creativity of its ads. The message must be
persuasive and supported by evidence or data such as content of the formula and is made from a special
selection of materials and the latest technology.
10.2. Endorser present in the shampoo ad is a model that should be pretty and have beautiful hair. This is
because research shows that the use of attractive models affect attitude formation. However, the use of
experts do not always play a role, because the ability endorser does not overly influence or not that play a
role in the formation of attitudes.
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