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

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.