PENGARUH ENDOSER DIAN SASTRO DALAM IKLAN PERAWATAN RAMBUT LOREAL DI TELEVISI TERHADAP MINAT BELI

Novena Sandy

Abstract


LOreal using television advertising is to informing, to persuading, to reminding, and to adding value of the
product. Celebrity endorsement stategy that LOreal used is to getting power attention. Dian Sastro as celebrity
endorser LOreal has credibility, attractiveness dan visibility. Using Dian Sastro as a endorser is to increase
student buying interest LOreal product. Stimulus-Respond theory as grand theory in this research with model
VisCap and hierarchy of effects for the operational concept. Celebrity endorsement in advertising is influences
students buying interest.


Keywords


advertising, television, celebrity endorsement, hierarchy of effects

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DOI: https://doi.org/10.32509/wacana.v11i1.145

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