ANALISIS PENGARUH PERIPHERAL COMMUNICATION PROCESSING DENGAN PENGGUNAAN AGNEZ MO SEBAGAI CELEBRITY ENDORSER PADA IKLAN FRESHCARE TERHADAP MINAT BELI (Studi Pada Konsumen FreshCare Di Kota Banjarmasin)

Ahmad Nuryadi; Ikhwan Faisal; Arief Budiman

ANALISIS PENGARUH PERIPHERAL COMMUNICATION PROCESSING DENGAN PENGGUNAAN AGNEZ MO SEBAGAI CELEBRITY ENDORSER PADA IKLAN FRESHCARE TERHADAP MINAT BELI (Studi Pada Konsumen FreshCare Di Kota Banjarmasin)

Ahmad Nuryadi, Ikhwan Faisal, Arief Budiman

Abstract

This research aims to analyze the Influence of Peripheral Communication Processing (which consist of Ad Source-Oriented Thought and Ad Execution Thought) through Attitude towards Ad toward Purchase Intention of Consumers in Banjarmasin. The Sampling Tehcnique that been used in this research is Purposive Sampling. The questionnaires of this research had been distributed to 105 man and woman in Banjarmasin who had seen FreshCare ads in television. Path Analysis are used to analyze the relationship between variabel. This research is categorized as Causal Research. The result of this research shows that Ad Source-Oriented Thought and Ad Execution Thought give significant influences to Purchase Intention through Attitude toward Ads, but Ad Source-Oriented Thought and Ad Execution Thought dont give significant influence directly to Purchase Intention. This proves that the use of Celebrity Endorser can attract the attention, persuade the audience with their credibility as a famous person and show the ads by paying attention to creativity of the ads, quality and the display, the color option and voice intonation in ads that can give influences to purchase intention if good responds are formed after watching the ads.

Keywords: Peripheral Communication Processing, Ad Source-Oriented Thought, Ad Execution Thought, Celebrity Endorser, Attitude Toward Ad, Purchase Intention.

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