KREDIBILITAS ENDORSER ANGGUN CIPTA SASMI DIIKLAN SHAMPO PANTENE DIMATA PEREMPUAN DESA TANGGULUN TIMUR RW 05
Keywords:credibility endorser, celebrity endorser, advertising
Competition between companies in grabbing the market and consumer's attention is so tight that global marketing is an event that cannot be avoided. To face the intense competition among shampoo producers, pantene uses a lot of Celebrity Endorsers in its advertisements, one of which is Anggun Cipta Sasmi. This study aims to describe the attractiveness of the endorser Anggun C. Sasmi in the pantene shampoo advertisement in the eyes of women in the village of Tanggulun-Timur RW 05, to describe the trustworthiness of the endorser Anggun C. Sasmi in the pantene shampoo advertisement in the eyes of women in Tanggulun-Timur Village RW 05, and to describe the aspects Anggun C. Sasmi's endorser expertise in a pantene shampoo advertisement in the eyes of women in Tanggulun-Timur Village RW 05.
The research method used is a quantitative method with a descriptive research approach. Determination of the sampling of this study using incidental sampling, namely the technique of determining the sample based on chance with the number of respondents 62 people. This research uses descriptive quantitative data analysis method where the statistics used are descriptive statistics.
The result of the research is the credibility of Anggun C. Asmi in the eyes of female consumers is greater than the credibility value of Anggun in the eyes of non-consumer women. However, it can be concluded that the credibility of Anggun Cipta Sasmi in the Pantene Shampoo advertisement has a positive value, namely the strongest attraction in the respect aspect, the strongest trust from Anggun C. Sasmi is the indicator of reliability, and the strongest expertise of Anggun C. Sasmi is on knowledge.
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