CELEBRITY ENDORSER, DAYA TARIK IKLAN, BRAND AWARENESS DAN BRAND ATTITUDE

Abstract

Advertising is one of the most common promotional tool used by companies to inform,
persuade, and increasing the target buyer or society. Currently the development of advertising
on television is very fast, is the largest telecom products in advertising spending. The rise of
telecommunication service advertising on television is linked to the consumer to figure out
what the ad. The products promoted through media advertising can affect brand awareness.
This study using SEM analysis. The population in this study were students Undiknas
University Denpasar. While the sample in this study amounted to 124 people who had seen the
provider XL commercials on television with the NOAH version method used in this study is
that accidental sampling nonprobability sampling.
These results indicate that the variable Celebrity Endorser Attractiveness Advertising
positive and significant effect on the variable Brand Awareness and Brand Awareness
subsequent positive and significant effect on the variable Brand Attitude. Thus advertising on
television provider should pay attention to the ads that are witnessed by consumers can
increase brand awareness and consumer attitudes toward the brand.

Keywords: Celebrity Endorser, Attractiveness Advertising, Brand Awareness, and Brand
Attitude.