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    Effect of Endorsers on the Evaluation of Fast Moving Consumer Goods (FMCG) Advertising and Lux Soap Brand Loyalty in Communities in the Regional Area of Jember

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    Date
    2020-04-01
    Author
    HARIYANA, Nanik
    SULARSO, Raden Andi
    TOBING, Diana Sulianti K.
    SUROSO, Imam
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    Abstract
    This study was conducted to determine the effect of endorsers on evaluating fast moving consumer goods (FMCG) advertisements and brand loyalty on lux soaps in the Jember region. The research method uses Structural Equation Modelling (SEM) and testing using AMOS. There was a research sample of 182 people chosen through a multistage random sampling method. The study found that endorser variables, message content, message structure, and message source have a positive and significant effect on the evaluation of fast moving consumer goods ads. However the message format has a positive but not significant effect on the evaluation of fast moving consumer goods advertisements in the Jember region. A second test was conducted to determine whether the relationship of endorsers, message content, message structure, message format, and message source significantly influence brand loyalty in the Jember Korwil community while evaluating if fast moving consumer goods advertisements significantly influence Lux soap brand loyalty.
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    http://repository.unej.ac.id/handle/123456789/98978
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    • LSP-Jurnal Ilmiah Dosen [7403]

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    UPA-TIK Copyright © 2024  Library University of Jember
    Contact Us | Send Feedback

    Indonesia DSpace Group :

    University of Jember Repository
    IPB University Scientific Repository
    UIN Syarif Hidayatullah Institutional Repository