The Effect of Brand Image, Ad Creativity, Credibility of Celebrity Endorsers and Communication Media on the Effectiveness of Advertising Telkomsel Products

DOI

10.2991/978-94-6463-068-8_6How to use a DOI?

Keywords

Brand image; advertising creativity; credibility of endor selebrity; communication media and Advertising Effectiveness

Abstract

The objective of this research is to determine: 1) To determine the impact of brand image on the efficacy of advertising. 2) Determine the relationship between advertising originality and advertising effectiveness. Determine the impact of celebrity endorser credibility on the advertisement efficacy. To determine the impact of communication channels on the efficacy of advertising. 5) Determine the effects of brand image, advertising innovation, the credibility of celebrity endorsers, and communication medium on the efficacy of Telkomsel product promotion among Pancasakti Tegal University Students. This study's population consisted of students at Pancasakti Tegal University who used Telkomsel products. One hundred respondents were sampled using purposive sampling, and data were analyzed using classical assumption tests, multiple linear regression analysis, the F test, the T test, and the coefficient of determination. 1) Brand image has a favorable and statistically significant impact on the efficacy of advertising for Telkomsel goods. 2) Advertising inventiveness has a favorable but not statistically significant influence on the efficacy of Telkomsel product advertising. 3) The credibility of celebrity endorsers has a favorable and substantial impact on the efficacy of advertising. 4) Communication mediums have a favorable but insignificant impact on the efficacy of Telkomsel product promotion. 5) Brand image, advertising innovation, celebrity endorser credibility, and communication medium all influence the success of Telkomsel product commercials simultaneously.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Agnes Dwita Susilawati
AU  - Faiz Irsyad Prasetyo
AU  - M. Andi Budiyanto
AU  - Deddy Prihadi
AU  - Panji Ade Purwanto
PY  - 2022
DA  - 2022/12/16
TI  - The Effect of Brand Image, Ad Creativity, Credibility of Celebrity Endorsers and Communication Media on the Effectiveness of Advertising Telkomsel Products
BT  - Proceedings of the International Conference on Global Innovation and Trends in Economics and Business (ICOBIS 2022)
PB  - Atlantis Press
SP  - 67
EP  - 73
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-068-8_6
DO  - 10.2991/978-94-6463-068-8_6
ID  - Susilawati2022
ER  -