THE INFLUENCE OF IWAN FALS AS A CELEBRITY ENDORSER ON TOP COFFEE BRAND IMAGE (Study of College Students at Brawijaya University Malang)

Abstract

The use of celebrities as part of a marketing strategy is one popular way to
support the creation of a brand image (brand image).  Selection of celebrity as
brand endorser which one of the strategy to built brand image. This study aims to
investigate the influence of Iwan Fals as a celebrity endorser  on TOP Coffee
brand image. This type of research in this research is explanatory  research. The
data were collected through a questionnaire to college students as consumer TOP
Coffee at UB. The sampling technique used was purposive sampling and obtained
150 college students as a sample. To test the hypothesis which is proposed in this
study used multiple  regression analysis. The results show  that the dimensions of
the variable celebrity endorser :  credibility, attractiveness, expertise,
trustworthiness, and match-up product has a significant effect on brand image (Y)
with a significance of 0.000 with a coefficient of determination (R2
) of 0.446
(44.6 %). While partially, variable credibility, attractiveness, expertise,
trustworthiness and product match-up showed a significant effect on brand image.
The results of this analysis can be input for the company in terms of marketing
strategy, especially TOP Coffee product promotion strategy.


Keywords: celebrity endorser, brand image, TOP Coffee