Open AccessPENGARUH WORD OF MOUTH DAN CELEBRITY ENDORSER DALAM MENGOKOHKAN BRAND AWARENESS DAN BRAND ATTITUDE
Author(s) -
Herry Nurdin
Publication year - 2017
Publication title -
jurnal magister manajemen universitas mataram
Language(s) - English
Resource type - Journals
eISSN - 2621-7902
pISSN - 2548-3919
DOI - 10.29303/jmm.v6i3.155
Subject(s) - advertising , word of mouth , psychology , nonprobability sampling , context (archaeology) , brand awareness , population , structural equation modeling , sample (material) , business , mathematics , sociology , geography , statistics , chemistry , demography , archaeology , chromatography
This research aims to analyze the influence of words of mouth and celebrity endorsers to brand awareness and brand attitude. It also examines the influence of words of mouth and celebrity endorserson brand attitude through the consumers’ brandawareness in Top Coffee, Mataram. The population of this research was the Top Coffee’s in Mataram City. There wehe 100 respondents, the sample was taken using purposive sampling technique. The data were analyzed with Structural Equation Modeling (SEM). The results show that there was a positive and significant correlation between words of mouth and celebrity endorsers toward brand awareness and brand attitude. There was also insignificant or partially significant effect on the correlation of word of mouth and celebrity endorsers toward brand attitude that was mediated by brand awareness. This research has both theoretical and managerial implications in the context of Top Coffee products. Key words: words of mouth, celebrity endorser, brand awareness, brand attitude