Pengaruh Celebrity Endorser pada Faktor Afeksi, FaktorudKognitif, Tingkat Pendapatan, Tendensi Belanja, danudNilai Produk dalam Pembelian Impulsif

摘要

This research aims to test the depth of some of the factors that affect theudselection of celebrity endorser, namely: credibility, attraction, match of image andudvalue, genuine support and exclusivity on factors affection, cognitive factors,udincome level, tendency to spend, and worth of product. In addition, this researchudaims to determine whether the use of celebrity endorser effect on purchaseudimpulsively done. This research was conducted at DIY where the respondents areudstudents enrolled at the University of Atma Jaya YogyakartaudThese studies use quantitative methods in which distributed questionnairesudto 200 students enrolled in the University of Atma Jaya Yogyakarta. Engineeringuddata retrieval using non-probability sampling methods with convenience, whereudbefore filling the questionnaire respondents viewed advertising Fresh Care. Dataudprocessing technique using multiple regression.udThe results of this research indicate that the variables in the form ofudcelebrity endorser's credibility, attraction, match of image and value, genuineudsupport and exclusivity as a whole have a significant influence on the dimensionsudcontained in the variable impulsive purchases. Dimensions contained on theudcelebrity endorser give significant effects on factor of affection, cognitive factors,udincome level, and tendency to spend. On the dimension of credibility on audcelebrity endorser does not have significant influence in influencing theuddimensional worth of product on the purchase of impulsiveness.