Pengaruh Kredibilitas Endorser Dan Iklan Televisi Terhadap Minat Beli Konsumen

Abstract

This study aims to analyze the responses of FEB Unpas Bandung students about the credibility of Luwak White coffee instant coffee endorser responses to Luwak White coffee instant coffee television advertisements and responses regarding the interest in buying instant Luwak White coffee, coffee at FEB Unpas Bandung students and to find out how much influence endorser credibility and television commercials to buy Luwak white coffee instant. The method used in this research is descriptive and verification method of research objects in this study are FEB Unpas Bandung students with a sample of 84 respondents sampling techniques used to calculate the size of the sample in nonprobability sampling data collected in the form of primary and secondary data Analysis used is the multiple linear regression regression assumption test, multiple correlation, coefficient of determination and hypothesis testing using SPSS. 21 The results of the study simultaneously showed that the credibility of endorsers and television advertisements together has an influence on Luwak White Koffee's instant coffee buying interest.