Pengaruh Iklan Bertema Humor dan Celebrity Endorser Dalam Iklan Humor Terhadap Minat Beli Konsumen Pada Sampo Head and Shoulders (Studi Kasus Mahasiswa Universitas Pertamina)

Abstract

M Agung Pradana. 103119002. The Effect of Humor Themed Ads and Celebrity Endorsers in Humor Ads on Consumer Purchase Interest in Head And Shoulders Shampoo (Case Study of Pertamina University Students) The use of advertisements in the shampoo industry with various themes and using celebrities as actors is a trend that is happening in the current era. With this trend, many companies are required to provide attractive advertisements so that they become in various media and Head ans Shoulders is one of them that makes interesting advertisements with humor themes and celebrity endorsers with Joe Taslim. The purpose of this study was to examine: the influence of humor themed advertisements and celebrity endorsers in humor advertisements on consumer buying interest (a case study of Pertamina University students). This research uses quantitative methods. The sample used in this study was 100 respondents with a standard for taking consumers at Pertamina University students, and the sampling technique wa simple random sampling or random sampling, data analysis used in this study was descriptive analysis, hypothesis testing, multiple linear regression testing, research instrument testing, and data testing using SPSS Software version 25 and Microsoft Excel. The Result of this study are 1) Partially, humor themed advertisements do not have a positive and significant influence on purchase intention. 2) Partially, celebrity endorsers have a positive and significant influence on purchase intention. 3) Simultaneously humor themed advertisements and celebrity endorsers have a positive and significant influence on purchase intention